Health care company Bayer, with locations in Whippany and Morristown, said Jan. 29 that it has teamed up with former Dallas Cowboys quarterback, Tony Romo, on “Highlights REAL” a campaign celebrating everyday moments in the fight against prostate cancer.
Romo is joined by his father Ramiro, a prostate cancer patient, to provide commentary on advanced prostate cancer patients and their caregivers, fostering a deeper appreciation for everyday moments, both big and small.
This campaign also aims to start conversations about prostate cancer by empowering patients and their families to take an active role in their health.
Prostate cancer is the most common cancer among men in the United States (excluding non‑melanoma skin cancer) and is a major cause of cancer‑related deaths, according to the Centers for Disease Control and Prevention. In 2025, there were 313,780 new cases reported in the U.S., according to the National Cancer Institute. Prostate cancer was 15% of all new cancer cases and the second-most diagnosed cancer after breast cancer. Seventy percent of prostate cancer cases are diagnosed at the local stage, when the disease is most treatable.
The “Highlights REAL” campaign underscores the importance of patients and caregivers having a plan in place when discussing management strategies and treatment options, like NUBEQA, with their doctor. NUBEQA is indicated in the U.S. for the treatment of adult patients with metastatic castration-sensitive prostate cancer (mCSPC), both with and without docetaxel, and for the treatment of adult patients with non-metastatic castration-resistant prostate cancer (nmCRPC).
“Partnering with Bayer has allowed me to step off the football field and engage in some of the most meaningful work of my career – spotlighting the everyday experiences of some patients with advanced prostate cancer,” said Tony Romo. “I hope this campaign inspires others to appreciate the small, meaningful moments in life and to take proactive steps when it comes to prostate cancer screening and treatment management. Having witnessed my dad navigate his own journey with prostate cancer, I’ve come to deeply appreciate the importance of being vigilant and informed about your options.”
Through “Highlights REAL” Tony Romo and Bayer are encouraging patients with advanced prostate cancer and their caregivers to talk to their doctor and discuss if NUBEQA could be right for them.
“We’re excited to shine a light on NUBEQA patients’ cherished moments that often get overlooked while navigating the demands of advanced prostate cancer and encourage wider conversations on the disease and treatment management with the ‘Highlights REAL’ campaign,” said Nicole Dinello, vice president, prostate marketing at Bayer. “Thank you, Tony, Ramiro and all our NUBEQA patients and caregivers for candidly sharing your stories and encouraging others to reflect on their own personal ‘highlights.’”
Tony and Ramiro Romo have been compensated for their participation and are not NUBEQA patients.
