Serena Williams Fronts Ro's Super Bowl Campaign to Normalize Medical Weight Loss
New York, Wednesday, 28 January 2026.
Tennis legend Serena Williams headlines Ro’s Super Bowl campaign, revealing she is statistically healthier on weight-loss medication now than during her professional athletic career.
Strategic Celebrity Partnership Targets Obesity Care Market
Direct-to-patient healthcare company Ro has unveiled a high-stakes marketing play for Super Bowl LX, recruiting 23-time Grand Slam champion Serena Williams to champion GLP-1 medications [1][3]. The campaign, titled “Healthier on Ro,” was announced on January 27, 2026, and is set to air on NBC on February 8, 2026 [3][4]. This partnership seeks to dismantle the lingering stigma surrounding pharmaceutical weight management by leveraging Williams’ reputation for elite athletic discipline, positioning the treatment as a medical tool rather than a shortcut [3][4]. The move comes as Ro competes for dominance in the direct-to-consumer telehealth sector against rivals like Hims & Hers, which also utilized Super Bowl advertising in the previous year to promote weight loss access [5].
Quantifiable Health Metrics Drive the Narrative
Williams, 44, reports significant physiological improvements since partnering with Ro in August 2025 to manage her health, stating she is now “healthier” than during her professional tennis career [2][3]. Data released by the company indicates that Williams lowered her cholesterol from 4.76 mmol/L to 3.34 mmol/L—a reduction of approximately 29.832 percent—which her doctors claim has reduced her relative lifetime risk of heart disease by 70% [3]. Additionally, Williams cites a weight loss of 15.4 kg (34 lbs) over the course of one year using the medication [2][3].
Surging Market Demand and Economic Context
The campaign arrives as the obesity drug market experiences explosive growth. According to recent survey data, the portion of U.S. adults utilizing GLP-1 drugs has doubled from 6% in 2024 to 12% currently [4]. This surge is reflected in consumer spending; Americans invested $40 billion in appetite-suppressing drugs in 2024, a figure projected to triple by 2030 [4]. Ro’s investment in a Super Bowl slot—where 30-second ad rates are reportedly hovering between $7 million and $10 million—underscores the intense competition to capture this expanding patient base [5].
The Pivot to Oral Medications
A key driver in recent market expansion is the introduction of oral GLP-1 options. In early January 2026, Novo Nordisk launched the first pill version of Wegovy, which Ro CEO Zach Reitano notes has attracted a new demographic of customers, particularly men who were previously hesitant to use injectable forms [6]. The oral medication is currently priced between $149 and $299 per month depending on dosage [6]. Competition in this specific vertical is expected to intensify, with Eli Lilly planning to release its own GLP-1 pill later in 2026 [4].
Corporate Strategy and Long-Term Value
Beyond the celebrity endorsement, the partnership reflects deep corporate ties; Williams’ husband, Alexis Ohanian, is an investor in Ro and serves on its board of directors [5]. The campaign also features NBA legend Charles Barkley, who lost 20 kg (45 lbs) on the platform, alongside non-celebrity patients to broaden the narrative’s relatability [3][5]. While the upfront cost of Super Bowl advertising is substantial, Ro’s leadership views the event as a “catalyst” to realize value over time by framing GLP-1 usage as a medical necessity essential for long-term health [3][5].