The news: AbbVie struck a deal with Major League Baseball (MLB) to become its first official pharma partner, expanding its “Strike Out Cancer” initiative launched in 2025 with the Chicago Cubs.

• AbbVie will donate $20 per strikeout, up to $1 million—a nod to the 20% of people globally expected to be diagnosed with cancer before age 75, according to the World Health Organization.

Why it matters: Pharma companies are investing in sports marketing partnerships for broad mainstream reach and awareness, especially with key sports viewing audiences of age 50 and older viewers.

• Novartis inked a deal with the National Football League (NFL) in March 2025 as its first corporate pharma partner. Novartis also aired Super Bowl commercials in both 2025 and 2026, as did Pfizer.
• While not a league sponsor, AstraZeneca is a National Hockey League (NHL) sponsor of Hockey Fights Cancer, co-promoting its connection via its “Get Body Checked Against Cancer” campaign.
• Meanwhile, Eli Lilly is the sponsor of Team USA for both summer and winter Olympic Games through 2028. Lilly is also tied to the WNBA as the jersey patch sponsor of the Indiana Fever.

Recommendations for pharma marketers: Big-ticket TV sponsorships drive awareness, but they don’t deliver full value on their own.

Marketers need to adopt digital “next steps” to capture and extend that attention.

• Use the massive audience of game-day broadcasts to drive traffic toward digital content. Use on-screen prompts, QR codes, and social integrations to lead viewers to websites, patient resources, and social media.
• Maximize league and player access by creating short-form videos for TikTok, Instagram Reels, and YouTube Shorts. Athlete-led content—like messages about screenings or staying active—can make health messaging feel more relatable.
• Track and share donation progress across social media. This can help build credibility and keep audiences engaged throughout the season.

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