Paula’s Choice has announced a landmark partnership as the Official Skincare Sponsor of FIFA World Cup 2026 and FIFA Women’s World Cup 2027, marking one of the most significant sponsorship deals in the skincare industry’s recent history. The partnership positions the evidence-based skincare brand alongside one of the world’s most watched sporting events, expected to draw more than 5 billion viewers globally.
The announcement coincides with the launch of Paula’s Choice’s new global campaign, Proud Supporter of Your Skin, designed to celebrate skincare that performs under the world’s most high-pressure conditions. At the heart of the campaign is a hero film titled The Beautiful Game, which highlights the visible effects of football on fans, including sun exposure, sweat, flushed skin, tears, and tension. The campaign will roll out across key global markets through out-of-home, digital, and social channels.
A flagship activation is planned in Los Angeles during the tournament, bringing the brand directly to fans in one of the host cities. FIFA World Cup 2026 will be hosted across the United States, Canada, and Mexico, spanning multiple climates and time zones. The tournament’s scheduling, which will shift matches outside traditional viewing hours, is expected to disrupt sleep and daily rhythms, creating a direct and visible impact on skin health for millions of fans worldwide.
Faiz Ahmad, CEO of Paula’s Choice, described the partnership as a natural extension of the brand’s performance-led philosophy, noting that resilience and endurance extend beyond athletes to the global audiences that follow them.
The collaboration reflects a growing trend of skincare brands aligning with high-performance sporting platforms to reach broader, more diverse audiences. For Paula’s Choice, the FIFA partnership represents a significant step in scaling its global brand presence while reinforcing its core positioning around science-backed, results-driven skincare for every skin type and condition.
