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Billie Jean King boosts Moderna Change Makers message

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Billie Jean King boosts Moderna Change Makers message by Tree Elven on 31/08/2022
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US pharmaceutical and biotechnology company Moderna went for the double whammy with the 2022 US Open Tennis: it both sponsored the popular New York event and served up tennis legend Billie Jean King, now 78, to frame and align them in a 'Change Makers' message. The name Moderna was already familiar to many as a major provider of Covid shots, and the campaign launched in perfect time to boost the autumn boosters programme. The US Department of Defense in July handed Moderna a juicy $1.74 billion contract for 65 million new doses. The vigorous marketing exercise also underpinned a broader push by Moderna to position itself as a pioneering pharma company and to claim ownership of the mRNA platform used to deliver Covid shots. Already embroiled in a patent dispute with the National Institutes of Health (NIH) over the Covid shots, Moderna launched a lawsuit in August 2022 against the two other major providers, Pfizer and BioNTech, claiming patent infringement. The legal battle, which comes amid increasing reports of adverse effects from and challenges to the efficacy of the Covid-19 shots, looks set to be lengthy and ugly: the delivery technology in dispute has already boosted sagging profits to bring all three companies billions in profit during Covid and is set to be deployed further in infectious diseases and possibly oncology. What do you think of Billie Jean aligning herself with the Moderna message in this ad? Safe and effective? Or a bit too controversial even for a hard-hitting changemaker like the pioneering tennis champ?

Keywords: Moderna Change Makers, Moderna Billie Jean King ad, tennis, US Open tennis sponsors, sports sponsorship, TBWA

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