Sports Sponsorship of Skincare Brands
We all know sports sponsorships have been dominated by huge names in the beverage, automotive, and tech industries. But here’s a twist for 2025: skincare brands are making their mark in the sports world. And it’s not just a passing trend, it’s becoming a strategic, game-changing move.
If you’re thinking, “How does skincare relate to sports?”, let me take you through why this partnership works so well and how it can benefit both the brands and the fans.
A Quick Glance at the Skincare Market in 2025
Before diving into the reasons why skincare brands are heading to the sports arena, let’s talk numbers. The global skincare market is projected to reach $212.4 billion by 2025, with the men’s skincare market alone growing at a rate of 5.2% annually. This market is huge, and it’s only expanding.
Add to that the growing popularity of active lifestyles, where more people are investing in wellness products. It’s no surprise skincare companies are looking at sports sponsorship as the next big marketing strategy.
Why Does It Make Sense for Skincare Brands?
At first glance, it might seem like skincare has little in common with sports. But let’s dig deeper:
1. Athletes = Authenticity
For example, CeraVe’s partnership with NBA star Anthony Davis felt organic. In one memorable campaign, Davis carried around a jumbo-sized tub of CeraVe’s moisturizing lotion to his locker room. This unconventional move went viral because it wasn’t just an ad, it felt real and relatable. People felt like they were part of his journey.
2. Wellness is the New Luxury
Skincare, nowadays is about wellness. Whether it’s sunscreen that protects from harmful UV rays or moisturizers that help skin recover after a workout, skincare brands are tapping into the health-conscious mindset. And guess what? Athletes are wellness advocates by default. From post-game recovery to regular skin routines, their endorsement aligns with today’s growing demand for products that promote self-care and mental wellness.
What Can Skincare Brands Do to Make Their Mark in Sports?
It’s one thing to just throw a logo on a jersey or a billboard, but there are creative ways skincare brands can really connect with sports fans and athletes.
- Collaborate with Athletes for Real Endorsements : Instead of just a photo shoot, go deeper. Get athletes involved in the product’s design, marketing, and even education. A perfect example of this is Serena Williams with her own brand, WYN Beauty. Her brand isn’t just about skincare; it’s designed for active women who need products that can keep up with their lifestyle. The tennis-inspired packaging? Genius.
- Sponsor Sports Events and Tournaments : Skincare brands can go beyond the traditional sponsorship model. Partnering with iconic events like the Billie Jean King Cup, or niche but rapidly growing sports like women’s soccer or eSports, opens up access to fresh audiences. These aren’t just products they can sell , it’s an opportunity to craft a compelling narrative around empowerment, health, and confidence.
Case Studies: Successful Skincare & Sports Partnerships
- CeraVe x Super Bowl : Super Bowl LVIII didn’t just attract massive viewership. CeraVe scored a win by running an ad with Michael Cera and tapping into online chatter leading up to the game. The campaign became a viral sensation, bringing in 32 billion earned impressions and 200+ million video views. The results were so impressive, they even went on to win a Super Clio award for the most creative commercial.
- e.l.f. Beauty x Billie Jean King Cup : e.l.f. Beauty partnered with the Billie Jean King Cup to position themselves as an inclusive, performance-driven brand. This isn’t just about selling products; it’s about being part of a movement that champions women’s sports and diversity. A win-win.
- Serena Williams’ WYN Beauty : Serena Williams, who’s been a strong advocate for women’s empowerment, launched her own beauty line called WYN Beauty. Inspired by her on-court style and active lifestyle, her products cater to the dynamic needs of women on the move. It’s clear that this isn’t just skincare , it’s a whole movement.
Benefits of Sports Sponsorships for Skincare Brands
- Massive Reach: Sports transcend boundaries. From local tournaments to global events like the Olympics or F1, sports sponsorships offer a unique opportunity for skincare brands to reach millions — even billions — of fans.
- More Trust: Consumers tend to trust athletes more than other types of endorsers. It’s authentic, and this can build long-term brand loyalty.
- Access to New Demographics: Sports have traditionally been male-dominated, but the rise of women’s sports (and the growing number of female sports fans) gives skincare brands a new audience. Women now make up 47% of Super Bowl viewers — a demographic skincare brands can’t ignore.
Challenges to Keep in Mind
While the upside is huge, there are challenges brands should consider before diving into sports sponsorships:
- High Costs: Major sponsorships especially with high-profile athletes or events can come with a hefty price tag.
- Athlete Controversies: The challenge with partnering with public figures is their very public personal lives. A scandal can reflect poorly on your brand.
- Saturation: With more brands jumping into the sports sponsorship arena, it’s essential to differentiate your campaign and make sure it’s authentic to your brand.
What’s Next? How Can Skincare Brands Innovate Further?
Here’s what skincare brands should consider doing to keep the momentum going:
- Target Gen Z and Millennials: These younger consumers are already obsessed with wellness and self-care. Partnering with their favourite sports figures or social media creators can help skincare brands build credibility and tap into a loyal, engaged following.
- Incorporate Sustainability: Consumers are looking for brands that support sustainability. Brands like Freaks of Nature by surfer Kelly Slater are setting an example by offering eco-friendly products designed for active lifestyles
- Creative Product Development: Look beyond the basics. Think about skincare products specifically designed for athletes, like post-workout balms, sunscreen for intense sports, or even body lotions that replenish skin after hours in a helmet or under the sun.
Conclusion
2025 is shaping up to be the year that skincare brands really step into the sports world. From partnerships with athletes to sponsoring iconic tournaments, the opportunities are vast. It’s not just about slapping a logo on a jersey; it’s about engaging with a passionate, loyal fanbase and crafting a brand story that resonates with today’s wellness-driven, diverse audience.
Skincare brands who enter this space authentically, creatively, and with purpose will build brand loyalty for the long haul. And in 2025, this is one marketing move no brand can afford to overlook.
