Headquartered in the heart of Morris County, Novartis Pharmaceuticals Corp. is leveraging its status as the official pharmaceutical partner of the NFL to tackle one of the most persistent hurdles in men’s health: the fear of prostate cancer screening.
Timed for Super Bowl LX, the East Hanover-based drugmaker launched a national initiative on Thursday titled “Relax, It’s a Blood Test.” The campaign aims to dispel the common myth that the first step in screening must be an invasive physical exam, highlighting instead that a simple prostate-specific antigen (PSA) blood test is often all it takes to start the conversation.
To reach the NFL’s massive fanbase, Novartis has recruited a roster of eight icons, including Super Bowl-winning coach Bruce Arians, legendary tight end Rob Gronkowski and current 49ers star George Kittle.
For Arians, the mission is personal. “I was diagnosed with prostate cancer in 2007, and early detection saved my life,” he said. “I hear men all the time say they’re hesitant to get screened because of what they think it involves. You can relax, it’s a blood test.”
Prostate cancer is the most commonly diagnosed cancer and the second leading cause of cancer death among men in New Jersey. Despite the state’s robust health care infrastructure, data from the NJ Department of Health shows that as of 2020, only 15% of New Jersey men aged 40 and over reported having discussed the advantages and disadvantages of PSA testing with their providers.
The stakes are high: when detected early, the 5-year relative survival rate for prostate cancer is greater than 99%. However, 60% of men still mistakenly believe that screening requires an invasive digital rectal exam (DRE), leading to significant delays in diagnosis.
“Novartis has a long history of tackling the toughest challenges in healthcare from our home here in East Hanover,” Victor Bultó, president of Novartis US said. “By teaming up with the NFL, we’re empowering men nationwide to replace hesitation with action.”
The “Relax” campaign is part of a broader commitment by Novartis to health equity. In 2025, the company pledged $7.5 million to the “Blitz the Barriers” initiative with ZERO Prostate Cancer, specifically targeting communities at higher risk, including Black men—who are 75% more likely to be diagnosed with advanced disease—and veterans.
Fans attending Super Bowl LX in February will find Novartis educational hubs and screening resources at the Super Bowl Experience. Additionally, the initiative includes:
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Online educational hub: Clear information to cut through medical jargon.
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Risk assessment tools: Helping men understand their personal risk factors.
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On-site screening events: Partnering with NFL teams to offer onsite PSA testing.
New Jersey residents are encouraged to visit RelaxItsABloodTest.com to find local resources and learn if a PSA test is right for them.
