The 2026 FIFA World Cup kicks off on Thursday afternoon, featuring some of the most talented soccer players in the world competing against each other for a month — along with some prominent health brands advertising in and around the matches.This quadrennial tournament comprises an expanded field of 48 teams, with at least a half dozen pharma companies and provider organizations offering support, too. Given how eagerly health companies have embraced opportunities in the world of athletics — either sponsoring leagues, teams or individual athletes — it comes as no surprise that they would jump at the chance to associate themselves with the pomp and circumstance of the World Cup.Check out how six health brands are advertising during the 2026 FIFA World Cup.Bristol Myers SquibbBristol Myers Squibb borrowed from soccer lingo to frame the long, uncertain process of drug development ahead of the 2026 FIFA World Cup.The pharma company’s recently launched Won’t Lose campaign compares scientific progress to a match decided by inches, where missed shots and setbacks are part of the pursuit of a breakthrough. BMS worked with Siegel & Gale for creative and Omnicom for media.The spot follows researchers through repeated trials before landing on its central message: “When the stakes are this real, victory must belong to patients.”Two-time FIFA Women’s World Cup champion Ali Krieger narrates the campaign, which will run nationally across connected TV, programmatic display, streaming audio, digital video and social media throughout the competition. “Many shots miss, but the ones that land change everything,” Krieger said in the spot. Rather than tying BMS to a particular drug or disease area, the corporate campaign positions the theme of persistence as the connective tissue between elite athletes and scientists. SanofiWith about 5,000 employees in Massachusetts, Sanofi is all in on soccer in Boston this summer. Four months ago, the French pharma giant announced that it would serve as an official supporter of Boston as a host city.Sanofi will be supporting the FIFA Fan Festival at Boston City Hall Plaza for people attending the World Cup as well as regional watch parties in the communities the company serves.The Paris-based drugmaker also has planned activations associated with the French national team, which is training at Bentley University and playing multiple games at Gillette Stadium in Foxborough.Additionally, Tanisha Sullivan, Sanofi’s head of external engagement, health equity strategy and Massachusetts government affairs, will serve on the Boston 26 Honorary Board alongside the Massachusetts Governor Maura Healey and Boston Mayor Katherine Wu.GenentechIn the fall, the Roche subsidiary announced it would serve as an official supporter of San Francisco as a host city.Through a partnership with the Bay Area Host Committee, Genentech is also serving as a founding partner, legacy partner and the official biotech partner of the BAHC, supporting its efforts in hosting Super Bowl LX and the World Cup. HaleonThe parent company of brands like Advil, Tums, Centrum and Sensodyne is the official consumer healthcare product partner of U.S. Soccer. The multiyear partnership was unveiled in late 2024, with Haleon partnering with the U.S. Women’s and Men’s national soccer teams, as well as supporting key U.S. soccer events and programming. The company will also be the presenting partner of the U.S. Soccer’s ADAPTandTHRIVE Invitational — a program that aims to empower the disability community in soccer through leadership and youth engagement opportunities.To that end, Advil hosted an event this week with former U.S. men’s national team forward Jozy Altidore ahead of the tournament to challenge the “no pain, no gain” adage.Advil’s Rewrite Pain effort centered on the pressure athletes face to play through pain Kaiser PermanenteKaiser Permanente used the World Cup fever to introduce its first new brand platform in 25 years — and South Korean soccer star Son Heung-min helped make the case for more coordinated healthcare.Created by agency partner Droga5, A Better Idea for Health Care positions Kaiser Permanente’s integrated care and coverage model as an alternative to the fragmented experience many patients currently encounter. The national campaign includes four stop-motion films honing in on common struggles like delayed care, denied referrals and disconnected services.Meanwhile, in Whole Team Effort, Son appears as an animated clay figure on the soccer field, backed by a team supporting his physical, mental and overall health. The creative draws a parallel between the coordinated support required by an elite athlete and Kaiser Permanente’s model of bringing doctors, hospitals and health plans under one system.Son had an existing link to the healthcare organization through LAFC, where Kaiser Permanente serves as the official team physicians.University of Kansas Health SystemIn addition to Big Pharma companies and a major payer-provider organization, the University of Kansas Health System is getting in on the World Cup fun, too.UKHS is serving as an official supporter of Kansas City as a host city as well as its official medical services provider. The regional hospital system is tasked with providing first aid to spectators during matches at GEHA Field at Arrowhead Stadium City Stadium and helping direct medical care planning for visitors and fans.As the Kansas City region prepares to welcome the world for the FIFA World Cup 2026™, emergency medicine specialist Dr. Bryan Beaver shares important health and travel tips to help you stay safe and prepared. Learn how to manage medications, store medical information, travel… pic.twitter.com/Br5UB4PmDE— The University of Kansas Health System (@KUHospital) June 3, 2026Additionally, UKHS’ Dr. Bryan Beaver joined Dr. Erica Carney as co-lead of the KC2026 Health and Medical Working Group.This story first appeared on MM+M.