May 4, 2026 — Leads & Copy — Bristol Myers Squibb (NYSE: BMY) has launched “Won’t Lose,” a new campaign that debuted ahead of the FIFA World Cup 2026™.
The “Won’t Lose” campaign showcases the mindset that drives Bristol Myers Squibb’s work, pushing science forward for patients who cannot wait. According to the company, the “Won’t Lose” mantra embodies the fight, fire, and focus that defines BMS, advancing medicines for patients.
The campaign represents a pledge to give everything for the patients who depend on BMS and its medicines, demonstrating the urgency and purpose behind its mission.
The “Won’t Lose” campaign assets feature narration from Ali Krieger, a two-time FIFA Women’s World Cup Champion, and will be integrated nationally across connected TV (CTV), programmatic display, audio (streaming / digital audio), video, and social media.
Wendy Short Bartie, Executive Vice President of Corporate Affairs at Bristol Myers Squibb, said the “‘Won’t Lose’ campaign reflects who we are at Bristol Myers Squibb, driven by purpose and a commitment to deliver for patients.”
Bartie added that scientific progress is rarely linear, but resilience and resolve define the company’s commitment to pushing forward. She emphasized that “‘Won’t Lose’ isn’t about declaring victory, rather it’s about our belief that giving up is never an option. This campaign is about that commitment, and the patients and families who are counting on BMS’ next breakthrough.”
The full “Won’t Lose” campaign video transcript includes the lines: “Science, like soccer, is a game of inches. Many shots miss, but the ones that land, change everything. Trial after trial. We fall. We rise. We go again. When the stakes are this real, victory must belong to patients. That’s why Bristol Myers Squibb Won’t Lose.”
Bristol Myers Squibb is focused on discovering, developing, and delivering medicines that help patients prevail over serious diseases. The company says it is pursuing science to define what’s possible for the future of medicine and the patients it serves.
To view the Won’t Lose campaign and video visit www.BMSWontLose.com.
Source: Bristol Myers Squibb
