Bristol Myers Squibb
Won't lose
Turning the world’s game into a stage for bold science
The stage
As a proud partner of the NYNJ FIFA Host Committee for the FIFA World Cup ’26, Bristol Myers Squibb (BMS) takes the pitch at the center of the world’s most watched sporting event, right in its own backyard. To bring its mission to the tournament in a way only BMS can, the biopharma leader teams with Siegel+Gale to develop Won’t Lose, an evergreen campaign designed to build momentum before, during, and long after the tournament across film, digital, social, activations, employee engagement, and community experiences.
The stakes
The World Cup gives BMS more than visibility on a global stage. It creates a chance to make breakthrough science feel human during one of the few moments the entire world experiences together. Soccer and science share the same mentality: the pressure is relentless, most attempts fall short, and progress only comes from continuing to push forward when the odds say stop.
That insight changes the role BMS can play during the tournament. Not just showing up as a New York New Jersey World Cup Host City Supporter, but connecting patients, employees, caregivers and communities through a feeling that already exists at the heart of every match: belief that breakthroughs come to those who keep pushing. That becomes the emotional anchor for Won’t Lose.
The bright lights
The campaign launched nationally on May 4 across connected TV, digital, audio, video, and social media, anchored by a hero film narrated by two time FIFA Women’s World Cup Champion Ali Krieger. From there, Won’t Lose expands across fan activations, storytelling, employee engagement, community partnerships, and immersive experiences throughout New York and New Jersey. Every touchpoint carries the same belief at the heart of BMS and the campaign itself: Victory must belong to patients.
We put patients at the center by building the campaign around them. Inspired by soccer’s center line and BMS’s circular design system, Won’t Lose created a visual and verbal language where every element, from design to messaging, points back to one idea: Victory must belong to patients.
Won’t Lose comes to life through a multi-channel campaign designed to meet audiences where they are. Radio, digital, social, out-of-home, and experiential activations work together to build awareness, drive participation, and extend the campaign across the region throughout the tournament.
Located at Sports Illustrated Stadium in Harrison, NJ, the BMS Fan Hub serves as the anchor experience for Won’t Lose throughout the tournament. Fans can explore breakthrough science through the immersive Breakthrough Lab, test their skills on goal, enjoy live programming, and meet Squibby, the campaign’s hype man and protector of the pitch.
