WE
WON'T
LOSE
Where the energy of the World Cup meets the urgency of our mission, we push bold science further for patients counting on the next breakthrough to land. Trial after trial, we dig deeper, driven to deliver real progress to more people.
Campaign Video
We Won’t Lose
BMS Campaign Video
Victory
must belong
to Patients
Patients are the goal we never lose sight of. Every step we take pushes progress closer to those counting on us to deliver.
Read their stories
Focused Where The
Need Is Greatest
It drives where we show up and how hard we push for progress.
Oncology
Working to redefine how cancer is treated through immunotherapies, targeted approaches and next-generation research.
Neuroscience
Advancing research and medicines for neurological and neuropsychiatric diseases, with a focus on slowing progression and improving everyday outcomes.
Cardiovascular
Developing new treatments for heart and vascular diseases, focused on preventing stroke, improving heart function and addressing serious cardiac conditions.
Hematology
Expanding treatments for complex blood cancers and disorders, with a focus on improving outcomes and extending lives.
Immunology
Exploring new ways to treat autoimmune diseases by helping the body better regulate how it responds and heals itself.
Showing up
strong across
New Jersey
As the World Cup comes to our backyard, from the NYNJ World Cup 26 Jersey Fan Hub to community collaborations across the state, see how we are expanding access, supporting health and showing up for the people we serve.
Join us across NJ
Trials within
reach
Innovation begins long before a medicine reaches patients. It starts with new ideas, technologies, and ways to understand disease. From earlier detection to smarter diagnostics and global partnerships, we're finding better ways to see clearly, learn faster, and act sooner.
Frequently
Asked Questions
Find answers to common questions about Bristol Myers Squibb, the Won’t Lose campaign, and our connection to the FIFA World Cup 2026.
“Won’t Lose” personifies the fight, fire, and focus that defines Bristol Myers Squibb every day — relentlessly pushing bold science and breakthroughs forward for patients who can’t wait. It represents the fight, focus and determination behind our work and our commitment to give everything we have for the people who depend on us.
With more than a century of presence in New Jersey and our global headquarters located in the state, Bristol Myers Squibb is an Official New York New Jersey World Cup 2026 Host City Supporter, supporting the New York New Jersey Host Committee as it prepares the region to host eight matches, including the final at MetLife Stadium in New Jersey. This collaboration reflects BMS' vision of transforming lives through science, extending our purpose beyond the lab into the communities where we live, work, and serve.
Through the “Won’t Lose” campaign, Bristol Myers Squibb is bringing the same urgency, determination and purpose seen on the world’s biggest sports stage into its mission to advance science for patients.
Bristol Myers Squibb shares detailed information about its research, medicines in development and clinical trials on bms.com. These resources explain how BMS approaches discovery and development and provides ways for patients, caregivers and researchers to learn more.
Bristol Myers Squibb focuses its research and development efforts across several core therapeutic areas, including Oncology, Hematology, Immunology, Cardiovascular and Neuroscience. These areas reflect where BMS believes it can deliver meaningful advances for patients through science-driven innovation.
With more than a century long presence in New Jersey and its global headquarters located in the state, BMS is a longstanding community supporter. The company invests in local communities by supporting economic growth, job creation and small businesses across the region.
The NYNJ World Cup 26 Jersey Fan Hub is a World Cup–related fan destination located at Sports Illustrated Stadium in Harrison, New Jersey. During the tournament, the NYNJ World Cup 26 Jersey Fan Hub brings fans together to celebrate the energy of the World Cup beyond match play.
As part of the NYNJ World Cup 26 Jersey Fan Hub experience, Bristol Myers Squibb places patient victory center stage, creating a space where visitors can experience bold science amid the excitement.