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Los Angeles Rams, Edwards Lifesciences tease heart valve failure effort in PSA

The full PSA, which was produced by Rams Studio in partnership with Weber Shandwick, will premiere later this summer when the team’s training camp gets underway.

Jack O'Brien

May 6, 2025

4:02 pm

Credit: Getty Images / Perry Knotts

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Around 12 million Americans are affected by heart valve disease but an estimated 75% of people are unaware of the condition, which creates a need for greater awareness about the condition.

To elevate the profile of heart valve failure, Edwards Lifesciences is expanding its partnership with the Los Angeles Rams.

The two organizations first teamed up in August 2023 to raise awareness of the life-threatening disease and prioritize free health screenings for people 65 and older.

Last week, the medtech company — which is the official sponsor of the Rams Legends Community — released a 30-second teaser video promoting its ongoing Off The Sidelines collaboration with the NFL franchise.

Titled, “Get Heart Health Off The Sidelines,” the video features Rams defensive back, Quentin Lake, his father, Super Bowl champion Carnell Lake and the team’s mascot, Rampage.

In the spot, the pair taunt each other about their respective workout regimens from their playing days while Rampage does the “griddy” and dances in front of them.

The younger Lake implores his father not to be distracted by the dancing mascot and rather focus on his workout and heart valve health instead.

The video’s ending text slide and caption encourages viewers to register for the next free screening event at the campaign’s website.

The full PSA, which was produced by Rams Studio in partnership with Weber Shandwick, will premiere later this summer when the team’s training camp gets underway, according to Stacia Garner, VP of marketing at Edwards Lifesciences.

The rollout strategy is taking place in two parts, she noted, to capitalize on the NFL’s news cycle and player availability.

She said the PSA will be distributed across Edwards’ and Rams’ social media channels, adding that more information will be available about how fans can attend free Heart Valve Screening events at select home games.

In addition to hosting free screenings, Garner said the partnership emphasizes providing access to cardiologists and educational content about cardiovascular health to historically underrepresented communities.

The partnership also involves diverse physicians delivering educational messages designed to resonate with minority communities.

“When we’re dealing in minority communities, it’s common to have a high level of distrust, so the person delivering the message is extremely important,” Garner said.

Above all, she said the collaboration underscores authenticity, trust-building and long-term community engagement between a cardio-focused medtech and a football team in one of the country’s most populated metropolitan areas.

Garner said the partnership isn’t a “one-and-done” transactional situation but instead serves as a testament to the commitment of both organizations to the community at heightened risk of heart valve failure.

Given the enduring appeal of live sports, several pharma and biotech brands have explored sponsorship opportunities with sports leagues or individual franchises in recent years.

Notably, Novartis announced this spring that it will serve as the official corporate pharmaceutical partner of the NFL starting this season.

With more medical marketers kicking the tires on potential partnerships with athletes, sports teams or leagues, Garner advised brands to focus on custom opportunities that are symbiotic for both sides — rather than just working with sponsorship teams.

“Be very clear in your purpose and make sure that you have aligned value systems with the teams that you’re looking to partner with,” she said.

She said one reason Off The Sidelines has continued to grow since its debut 18 months ago is that the Rams understand what Edwards is looking for with its promotional efforts.

Additionally, she praised the team for understanding its partners and connecting them with players who have a personal interest in the cause and add authenticity to the work.

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Los Angeles Rams, Edwards Lifesciences tease heart valve failure effort in PSA

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From Our Partners

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