Amid the packed arenas, cheering fans and electric energy of the NCAA women’s finals in Phoenix, something quieter, but arguably just as powerful, is happening just steps away from the court. Women are examined breast cancer, Free.
For the second year in a row, Eli Lilly and Company made live mobile mammograms available on one of the biggest weekends in women’s sports. The initiative is part of it 99 campaignsprovides women ages 35 and older the opportunity to receive potentially life-saving screenings without any insurance barriers, cost or hassle.
And the demand is realBreast cancer is on the rise In young women. Cancer rates in women under 50 have jumped nearly 20% since the early 2000s, according to a recent study. 2025 report From the American Cancer Society, much of this rise comes from the overall increase in breast cancer In the United States. That’s why Lilly is pushing for early detection with its mobile mammography clinic that makes health care more accessible.
Meet women wherever they are
Last year, 61 women were screened during Lilly’s inaugural activation in Tampa, Florida, with nine patients requiring follow-up care and one critical mass detected — a finding that confirms exactly why. Early detection It matters. This year, participation has doubled. Organizers originally planned to hold 100 dates over two days, but community interest quickly exceeded expectations. An additional 50 venues were added, bringing the total to 150 shows over the weekend.
“Some people travel just to come here because they understand the importance of it.” Anna LariosManaging Director Black Health Matters Self says. “And the fact that it’s free — that no one is questioning their insurance status or their status — has been something people have been incredibly grateful for.”
The performances are intentionally integrated into the Final Four experience, a moment when thousands of women truly gather in one place. For the local Phoenix community, the urgency extends beyond sex. It is shaped by stark racial disparities: in Arizona, Black population They are diagnosed with breast cancer at lower rates than white residents, yet they die from it at rates more than 50% higher — the highest death rate in the state, according to Arizona Department of Health.
This strategy of meeting people where they are is central to the mission of Black Health Matters, which has spent more than a decade focused on improving health outcomes in underserved communities.
