A Campaign Rooted in Personal Experience
BeOne Medicine, an oncology‑focused pharmaceutical company, has unveiled its first corporate campaign that intertwines the world of soccer with a mission to combat cancer. The initiative spotlights U.S. Soccer goalkeeper Tim Howard, whose record‑setting 16 saves in a 2014 match against Belgium have become a symbol of resilience. Howard’s personal connection to the disease — his grandfather battled cancer when he was 11 — adds a deeply human narrative to the effort.
Titled "One Save Changes Everything," the campaign seeks to raise awareness about cancer and support related efforts. BeOne is rolling out the message across social media platforms and running paid advertisements specifically targeted at cancer patients, caregivers, and oncologists. The story of Howard’s family history serves as the launch voice, framing the campaign as both a commercial and charitable endeavor.
Activating the Soccer Community
Beyond digital outreach, BeOne is engaging its workforce in a fundraising drive that ties every volunteered hour to a $300,000 commitment to the U.S. Soccer Foundation and other nonprofit organizations. Part of this U.S. donation will fund the installation of mini‑pitches near cancer treatment centers, creating community spaces that blend sport with healing.
The company is also finalizing details on a European partner to expand the campaign’s reach, signaling an ambition to turn a domestic initiative into a global conversation about cancer advocacy through the universal language of soccer.
BeOne’s Oncology Portfolio and Partnerships
BeOne Medicine was founded in 2010 as BeiGene and rebranded in 2024. Since 2019, Amgen has held about 20% of the company, underscoring a strategic partnership that bolsters its research pipeline. Current products include Brukinsa for blood cancer, Tevimbra for esophageal and gastric cancers, and Sonrotoclax for lymphoma, positioning BeOne at the forefront of targeted oncology therapies.