Whether you call it soccer or football, people all around the world love the “beautiful game” – including health brands.

When the 2026 FIFA World Cup kicked off about a month ago across 16 locations in North America, there were 48 teams competing for the gold trophy.

But more importantly for our sake, there were also several major health brands marketing and advertising throughout the five week tournament, including provider organizations and drugmakers.

Bristol Myers Squibb launched its We Won’t Lose media campaign in mid-June and has served as an official supporter of New York New Jersey as a host city.

Similarly, its Big Pharma rival Sanofi served as an official supporter of Boston as a host city, while consumer health company Haleon served as the official consumer healthcare product partner of U.S. Soccer.

The World Cup has been the main attraction for weeks now, so as it comes to a dramatic close in the coming days, our summer intern Lola Offenback brings us a jumbo World Cup episode with back-to-back interviews.

First up is Opeyemi Oluwole-Sowore, chief marketing officer at Hackensack Meridian Health, who details how the New Jersey-based health system has served as an official supporter of New York New Jersey as a host city.

Then, you’ll hear from Cologuard’s marketing director Tara Cunningham about how the Exact Sciences brand produced its Halftime ad featuring U.S. women’s soccer stars Abby Wambach and Julie Foudy.

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At the end of last month, Klick Health nabbed a pair of major honors in Cannes: Healthcare Network and Agency of the Year.

This marks a capstone achievement for an agency already enacting plans to expand its reach and capabilities — such as acquiring fellow Agency 100 honoree Oxford PharmaGenesis.

It is indeed a long way to the top, but the view has never looked so good for Klick.

This week, executive editor Jack O’Brien is joined by Andrea Lillis, SVP and executive creative director of Klick Health, North America.

Lillis served on the Pharma Lions jury, so she offers an inside look at her work as a judge, details her time celebrating Klick’s big wins and outlines what comes next for the Toronto-based agency.

As for our Trends segment, we’re talking about the FDA’s recent decision to allow Zyn nicotine pouches to be marketed as less harmful to human health than cigarettes.

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Music: “Deep Reflection” by DP and Triple Scoop Music.

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The science on women’s health is still brand new.

Women have up to twice the rate of side effects from drugs compared to men, but were only federally required to be included in clinical research in 1993. On the policy front, there’s a 30% lower reimbursement rate for female patients. And only 8 to 10% of the NIH’s funding budget goes to women’s health research, despite women making up half of the population.

MM+M’s 2026 Women of Distinction keynote touched on all of these issues – the emerging science on women’s health, the disparities and gaps that still remain, and how this signals a massive opportunity for investment, drug innovation and marketers.

This week, we’re bringing the full audio of the keynote to you, featuring Jessica Federer, managing director of the Women’s Health Fund and former Bayer Chief Digital Officer, as well as Liz Powell, founder of G2G Consulting and Women’s Health Advocates. They delve into the ways healthcare and pharma marketers have a pivotal role to play in changing the statistics and paving a new road forward for women’s health.

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Music: “Deep Reflection” by DP and Triple Scoop Music.

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