Lilly continues full-court press against breast cancer with women’s March Madness event sponsorships

Suggested Title

Eli Lilly Amplifies Breast Cancer Advocacy with Women's March Madness Sponsorships

Keywords

Eli Lilly, breast cancer awareness, March Madness, women’s basketball, corporate sponsorship, early detection, cancer advocacy, healthcare campaigns, pharmaceutical marketing, "Hands" campaign

Key Facts

- Sponsorship in Women’s March Madness:
Eli Lilly extended its breast cancer awareness campaign by sponsoring events during the NCAA Women’s March Madness tournament, aiming to leverage the growing popularity of women’s basketball to reach a diverse audience3 2.

- Broad Media Strategy:
The campaign is aligned with Lilly’s broader strategy of utilizing high-viewership cultural moments to promote awareness. This follows its notable 'Hands' campaign launched during the 2025 Grammy Awards, emphasizing early cancer detection and patient empowerment1 3 4.

- Focus on Empowerment:
Lilly’s messaging encourages women to take a proactive role in their health through self-examinations and regular screenings. Its tagline emphasizes, "The most powerful way to fight cancer is in your hands"3 4.

- Cultural and Health Advocacy:
By targeting events with significant cultural resonance, such as March Madness and the Grammys, Eli Lilly seeks to shift public perceptions of cancer from despair to hope, underlining the critical role of early detection3 4.

- Broader Health Campaigns:
This initiative is part of Lilly’s long-term "Get Better" campaign, which highlights health awareness over treatment marketing, aiming to foster brand trust and a commitment to broader health conversations3 4.

- Growing Women's Sports Influence:
The increasing engagement and viewership of women’s sports, particularly basketball, provide an ideal platform for brands like Eli Lilly to connect with a predominantly female audience while advancing a vital healthcare cause2 5.