American football’s elite National Football League (NFL) has brought in US medicine company Novartis as the property's first-ever pharmaceutical partner.
Novartis, granted exclusivity in the corporate pharmaceutical partnership category, will support NFL charity initiatives such as the NFL Crucial Catch partnership with the American Cancer Society, and the My Cleats My Cause player charity initiative.
Go deeper with GlobalData
The pharmaceutical company, most prominent in the field of oncology (the study of cancer), will additionally serve as the presenting partner of the NFL’s annual Health and Safety Summit, its Pro Football Hall of Fame Game exhibition match, and the NFL’s Hall of Fame Presentation – which takes place at the annual NFL Honors show.
Novartis will activate throughout the NFL season to promote the partnership, including at the upcoming 2025 NFL Draft, which will take place from April 24 to 26, as well as during the regular season (which will begin on September 4), the post-season playoffs, and the showpiece season-ending Super Bowl LX, which is currently set for February 1, 2026.
Speaking on the logic behind the deal NFL vice president for sponsorships Tracie Rodburg stated: “As we continue to strategically prioritize the health and wellness space, we look forward to working with Novartis. Together we will be able to make an impact in communities for our fans across the 2025 season and in the years ahead."
Novartis president for US Victor Bulto added: “With its nationwide fan base and demonstrated commitment to health advocacy, the NFL is a powerful partner for igniting critical health conversations at an unmatched scale."
Thus far, Novartis’ sponsorships in the sports sector have been mostly limited to Switzerland, specifically Basel where the firm is based.
For example, the firm is the front-of-shirt sponsor of FC Basel, the 20-time champions of Swiss soccer’s Super League, and also sponsors Swiss ice hockey team EV Zug.
In terms of NFL activity, meanwhile, in late February the league set the salary cap for the 2025 campaign at a record $279.2 million.
The salary cap figure, agreed in collaboration with the NFL Players Association representative body, has risen by $23.8 million from the $255.4 million figure set ahead of the 2024 season.
