Sanofi is turning to one of the fastest-growing sports in the country to drive awareness of its protein-based COVID-19 vaccine, Nuvaxovid.
The French pharmaceutical giant has announced a partnership with USA Pickleball, launching a joint campaign called “Serve Up Protection” aimed squarely at older adults.
The initiative will combine multimedia education, fan experiences, and a presence at major pickleball events, including USA Pickleball’s National Championships in San Diego this November.
Pickleball has surged in popularity in recent years, attracting a large following of older adults looking to stay physically active and socially engaged.
Despite the sport’s growth, nearly 70% of adults aged 65 and over remain unvaccinated against COVID-19, leaving them at elevated risk of serious illness.
Older adults face particular vulnerability to severe COVID-19 outcomes due to age-related immune changes and underlying conditions including cardiovascular disease, chronic lung disease, and diabetes.
“Concerns about potential vaccine side effects can be a barrier to vaccination for older adults, who don’t want disruption in their daily lives and hobbies,” said Sriram Jambunathan, Head of Marketing and Commercial Strategy, US Vaccines at Sanofi.
“By teaming up with USA Pickleball on ‘Serve Up Protection,’ we’re educating older adults that Nuvaxovid can help provide powerful protection against COVID-19 with manageable side effects,” Jambunathan added.
Christian Portaro, Vice President of Partnerships at USA Pickleball, said the organisation was proud to support the campaign, adding: “We’re committed to creating meaningful partnerships that help our community enjoy the sport for years to come.”
“As pickleball continues to attract players of all ages, we’re proud to work with Sanofi on the ‘Serve Up Protection’ campaign to provide education and resources that empower individuals to make informed decisions about their health,” Portaro said.
Nuvaxovid holds the distinction of being the only protein-based, non-mRNA COVID-19 vaccine to receive full approval from the US Food and Drug Administration.
Originally developed by Novavax, the vaccine was transferred to Sanofi through a co-collaboration licensing agreement, with full FDA approval granted last May for adults aged 65 and older.
The vaccine is also approved for individuals between the ages of 12 and 64 who have at least one underlying health condition, broadening its eligible patient base considerably.
Following commercial launches across the US, Taiwan, and Morocco in 2025, Sanofi is now expanding Nuvaxovid’s availability to the UK, Germany, and Canada from 2026 onwards.
The “Serve Up Protection” campaign will also leverage trusted pickleball personalities to deliver health messaging directly to the communities most at risk this COVID season.