NFL signs Novartis as first pharmaceutical partner-source

NEW YORK, March 13 (Reuters) - The National Football League has signed its first-ever pharmaceutical partner in a multi-year deal with Switzerland-based firm Novartis NOVN.S, a league source told Reuters on Thursday.

The partnership focuses on the NFL's health initiatives, including its annual health and safety summit, as well as its "Crucial Catch" cancer awareness program.

The source was unable to provide the value of the deal.

The partnership marks Novartis' latest foray into sports, after its first-ever Super Bowl advertisement last month, aimed at breast cancer awareness.

The company also partnered with the National Basketball Retired Players Association at last month's All-Star Weekend in San Francisco.

The deal also aligns Novartis, a key developer of cancer treatments, with one of the United States' most powerful cultural institutions after U.S. President Donald Trump last month flagged the possibility of import duties of about 25% on pharmaceuticals.

The NFL did not allow pharmaceutical sponsorships for teams until 2003.

The Novartis deal goes beyond the NFL's early sponsorships in the health sector, however, seeing the company serve as a strategic partner in a first-of-its-kind deal for the league.

Novartis is expected to serve as the league's presenting partner for the Pro Football Hall of Fame Game and Hall of Fame Class Presentation at NFL Honors.