Friday, September 11, 2026

Sanofi launches COVID-19 campaign with USA Pickleball

Sanofi has partnered with USA Pickleball in the United States to inform older adults about COVID-19 prevention and NUVAXOVID. The campaign, called Serve Up Protection, targets a population that the company says remains under-vaccinated despite a higher risk of severe disease.

According to Sanofi, nearly 70 percent of adults aged 65 and older are not vaccinated against COVID-19. The company cites factors such as uncertainty around changing health guidance and concerns about potential side effects.

Education during respiratory season

The campaign is designed to reach people during respiratory season both on and off the pickleball court. Planned activities include multimedia education, participation by trusted voices from the pickleball community and fan experiences at major events. Sanofi said this includes USA Pickleball’s National Championships in San Diego in November.

Sanofi describes NUVAXOVID as a protein-based, adjuvanted COVID-19 vaccine. In the United States, it is the only FDA-approved protein-based COVID-19 vaccine that is not based on mRNA technology, according to the company. Its indication covers people aged 65 and older, as well as people aged 12 to 64 who are at high risk for severe COVID-19.

Focus on older adults

The partners are linking the initiative to the growth of pickleball as a recreational sport with appeal across age groups, including older adults. Sanofi also points to age-related immune changes and chronic conditions such as lung disease, cardiovascular disease and diabetes, which can increase the risk of severe COVID-19.

In two pivotal Phase 3 trials, NUVAXOVID showed high efficacy against COVID-19, according to Sanofi. The company said most side effects were mild to moderate under FDA grading. It also notes that rare serious adverse events are possible, including severe allergic reactions, myocarditis and pericarditis.

Sanofi expands role for NUVAXOVID

NUVAXOVID was originally licensed by Novavax. Sanofi is now the marketing authorization holder for the vaccine in the United States, the European Union and the United Kingdom. Following commercial launches in the United States, Taiwan and Morocco in 2025, Sanofi plans to expand availability from 2026 onward to additional markets including Germany, Canada and the United Kingdom.

For pharmaceutical and healthcare marketers, the partnership illustrates how vaccine communication can be delivered through sports communities and targeted education. The campaign links a public-health topic with a leisure setting intended to reach a relevant older audience directly.