BeOne Medicine, an oncology-focused pharmaceutical company, has unveiled its inaugural corporate campaign, “One Save Changes Everything,” which intertwines the world of soccer with a drive to combat cancer.
At the heart of the initiative is U.S. Soccer goalkeeper Tim Howard, whose career‑defining moment came during the 2014 World Cup when he made a record 16 saves against Belgium. Howard, who has spoken openly about his own family’s brush with the disease, serves as the campaign’s launch voice, lending his personal story to the cause.
Funding the Future of Soccer
The campaign is more than a branding exercise; it carries a concrete financial commitment. BeOne has pledged $300,000 to support the U.S. Soccer Foundation and a network of international nonprofits, with a portion earmarked for installing mini‑pitches adjacent to cancer treatment centers across the United States.
BeOne’s evolution reflects a broader shift in the biotech landscape. Originally founded in 2010 as BeiGene, the firm rebranded to BeOne in 2024, a move that coincides with a strategic partnership in which Amgen has held roughly 20 % of the company since 2019. Its current portfolio includes Brukinsa, Tevimbra and Sonrotoclax, therapies that target various oncology indications.
Globally, the effort mobilizes BeOne’s 12,000 employees, who will contribute through internal fundraising drives and social‑media amplification. The campaign’s social‑media rollout will feature a series of posts that blend Howard’s on‑field heroics with stories of patients whose lives have been altered by the company’s research.