PHILADELPHIA, PA — GSK plc has announced its sponsorship of the 2025 National Senior Games as part of its Sideline RSV campaign, a nationwide health education initiative aimed at informing adults aged 50 and older about the risks of respiratory syncytial virus (RSV). The partnership brings attention to RSV prevention through a timely platform: competitive senior athletics.
Held this year in Des Moines, Iowa, from July 24 to August 4, the National Senior Games provide a national stage for promoting healthy aging. GSK plans to leverage the event to distribute educational materials, feature athlete ambassadors, and encourage seniors to talk with their healthcare providers about RSV and preventative care.
“As a physician, I want all adults, athletes or not, especially those 50 and older, to understand that RSV isn’t just a childhood illness,” said Dr. Leonard Friedland, VP and Director of Scientific Affairs and Public Health at GSK. “RSV can lead to hospitalization or worse, particularly for those with certain chronic conditions. That’s why it’s so important to stay informed and have a conversation with your doctor or pharmacist. Prevention starts with awareness—and that first step is a conversation.”
The initiative will extend into the fall with the launch of a television special titled Redefining Aging with Senior Athletes. Airing nationwide from September through November, and streaming on GrowingBolder.com, the special will profile four Senior Games participants—dubbed Sideline RSV MVPs—who share personal experiences with RSV, from managing chronic conditions that heighten their risk to making proactive choices around vaccination.
“While I’m normally an active person, when I had RSV, I couldn’t go to work or get out of bed,” said Carole, a track and field competitor featured in the campaign. “It was devastating, and it’s not something I saw coming. Now, I want to encourage others to talk to their physician or pharmacist about RSV so they can continue to be there for life’s big moments, be it competing at the National Senior Games or enjoying time with family. I don’t want RSV to sideline myself or others again.”
RSV, often mischaracterized as a childhood illness, poses a significant threat to older adults, particularly those with underlying heart or lung conditions. According to the CDC, RSV leads to an estimated 177,000 hospitalizations and 14,000 deaths annually among U.S. adults aged 65 and older.
By spotlighting personal stories and promoting awareness during a high-profile event for active older Americans, GSK aims to shift the conversation around RSV prevention and drive broader understanding of its risks. The Sideline RSV campaign and accompanying media outreach are part of the company’s broader strategy to support aging populations through education and proactive health management.
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