Amgen Gives Greater Los Angeles Community an Experience to Remember at FIFA Fan Festival™

As thousands of fans gathered at the Los Angeles Memorial Coliseum to celebrate the start of FIFA World Cup 2026^™, Amgen welcomed visitors with an experience designed to connect sport with science, while promoting health and wellness within the community.

As a Los Angeles World Cup 2026 Host City Supporter and Official Biotech Partner of the Los Angeles Sports & Entertainment Commission (LASEC), Amgen joined the FIFA Fan Festival^™ to engage fans through interactive experiences while sharing how the company is using biology and technology to help fight some of the world's toughest diseases.

The Fan Festival brought together soccer fans from across Greater Los Angeles and around the globe, creating an opportunity for Amgen to celebrate the spirit of the game.

Bringing Science, Technology and Play Together

As fans poured into the Coliseum, they were met by an immersive Amgen booth geared around bringing the Greater Los Angeles community a chance to participate in a variety of interactive experiences inspired by soccer, healthy movement and human performance.

One popular attraction allowed fans to create personalized digital avatars wearing the Amgen World Cup jersey, in whatever stadium and game they wanted. Visitors also tested their athletic abilities through interactive challenges that encouraged movement and friendly competition.

The "Reaching New Heights" challenge allowed visitors to see how they stack up against the average professional soccer player's vertical jump of nine feet, by jumping for buzzers placed at various heights on the wall. Participants celebrated their results and received an exclusive Amgen x LA26 cooling towel.

The activation that drew the most fans was the Amgen soccer circle challenge. Fans of all ages had 20 seconds to test their reflexes, kicking the soccer ball at flashing targets as many times as they could, with the goal of landing on the top 10 leaderboard.

Connecting Fans to Amgen's Mission

While fans waited in line for their turn at either the high jump or the soccer challenge, they were able to learn a little more about Amgen and its mission to serve patients.

Digital displays throughout the booth highlighted the company's work in biotechnology and its efforts to provide innovative medicines for millions of people around the world living with serious illnesses. Interactive educational content helped visitors understand how science, technology and innovation come together to address some of healthcare's greatest challenges.

In the spirit of the World Cup, the screen also educated fans on the anatomy of professional soccer players and how it differs from the everyday person when it comes to heart rate, vision and leg strength.

Building Community Through Healthy Activity and Sports

The FIFA Fan Festival^™ represented more than a celebration of soccer. It was an opportunity to bring people together, promote health and wellness, and create meaningful connections with the Greater Los Angeles community.

As Los Angeles kicked off the world's largest sporting event in 2026, Amgen is proud to support experiences that inspire, educate and engage fans while reinforcing its commitment to improving lives through science and innovation.