Novartis Launches Super Bowl PSA Campaign With NFL Icons To Drive Prostate Cancer Awareness, Partnership Empowers New Effort To Normalise Prostate Cancer Screening

Novartis has launched a nationwide prostate cancer awareness campaign titled “Relax, it’s a blood test,” debuting with a Super Bowl LX commercial on February 8, 2026. As the NFL’s official pharmaceutical partner, the company is using football’s massive audience to correct common misconceptions about prostate cancer screening and highlight that the first step is typically a simple PSA blood test rather than an invasive exam.

Although prostate cancer is the most frequently diagnosed cancer among U.S. men and the second leading cause of cancer-related deaths, early detection offers a greater than 99% five-year survival rate. Still, many men delay screening, with about 60% wrongly believing it requires a digital rectal exam and more than 40 million eligible men never having had a PSA test. These gaps are especially concerning for Black men, who face higher diagnosis rates, making education and access even more critical.

"Novartis has a long history of tackling the toughest challenges in healthcare, including prostate cancer, the second leading cause of cancer death for men," said Victor Bultó, President, US, Novartis. "Early detection of prostate cancer can make a meaningful difference in outcomes, but the fear of a potentially uncomfortable exam causes many of us to avoid making an appointment. By teaming up with the NFL and these celebrated players, we're empowering men nationwide to take the first step: a simple blood test."

To amplify the message, Novartis partnered with eight prominent NFL figures, including Super Bowl-winning coach Bruce Arians, current players George Kittle and Colby Parkinson, and legends such as Rob Gronkowski, Tony Gonzalez, Greg Olsen, Delanie Walker, and Vernon Davis. Each participant brings a personal connection to prostate cancer and aims to reduce stigma, spark open conversations about men’s health, and motivate discussions with physicians about PSA testing.

"I was diagnosed with prostate cancer in 2007, and early detection saved my life," said former NFL head coach and prostate cancer survivor, Bruce Arians. "I hear men all the time say they're hesitant to get screened because of what they think it involves. There is no need to avoid it if you talk to a doctor and learn your risk. You can relax, it's a blood test." 

The campaign also includes a broad set of educational efforts: a central online hub explaining screening basics, tools to assess personal risk, step-by-step testing guidance, and screening events with NFL teams that may include onsite PSA testing. Activations at the Super Bowl Experience will further engage fans, reinforcing Novartis’ long-standing commitment to cancer awareness and early detection through collaboration with advocacy groups and the oncology community.