07.20.23
Estée Lauder is teaming up with football club, Manchester United, to reach and engage their extensive fanbase in China and the Asia Pacific region—a first-of-its-kind partnership for the brand.
Kicking off in Summer 2023, the partnership’s inaugural campaign will launch with players from Manchester United’s first team, including Marcus Rashford, Luke Shaw, Alejandro Garnacho and Raphaël Varane. Bringing together the worlds of beauty and sports, the campaign will engage fans across Manchester United’s social platforms—with a reach of more than 250 million in China alone—with dynamic social storytelling around the benefits of recharging the skin.
“Estée Lauder is a globally renowned and trusted brand, and we are excited to be partnering with them in China and Asia Pacific,” added Manchester United’s CEO of Alliances and Partnerships, Victoria Timpson.
The partnership will initially spotlight Estée Lauder Advanced Night Repair Serum, one of the best-selling skincare products in the brand’s history.
“As one of the most followed sports teams in the world, we understand the importance of educating fans on a healthy lifestyle, and skincare is an integral part of that process. In the same way our athletes prepare the night before a match with regular training rituals, healthy skin also requires a consistent and effective regimen. Advanced Night Repair serum provides skin with the overnight preparation needed for users to wake up looking refreshed and ready to take on the day. We look forward to working with Estée Lauder in sharing the power of its Advanced Night Repair serum and encouraging our fans to start their skincare journey with us,” Timpson remarked.
Also, the Women’s National Basketball Association (WNBA) has entered a multi-year partnership with Mielle, making the black-founded and woman-led beauty brand an Official Marketing Partner and the Official Textured Hair Care Partner of the league.
Kicking off in Summer 2023, the partnership’s inaugural campaign will launch with players from Manchester United’s first team, including Marcus Rashford, Luke Shaw, Alejandro Garnacho and Raphaël Varane. Bringing together the worlds of beauty and sports, the campaign will engage fans across Manchester United’s social platforms—with a reach of more than 250 million in China alone—with dynamic social storytelling around the benefits of recharging the skin.
Reaching New Audiences of Male Consumers
“We are excited to collaborate with the world’s most popular football team on this first-of-its-kind partnership, and to expand Estée Lauder’s reach to new audiences of male consumers in an unexpected and ground-breaking way,” said Justin Boxford, Global Brand President, Estée Lauder.“Estée Lauder is a globally renowned and trusted brand, and we are excited to be partnering with them in China and Asia Pacific,” added Manchester United’s CEO of Alliances and Partnerships, Victoria Timpson.
The partnership will initially spotlight Estée Lauder Advanced Night Repair Serum, one of the best-selling skincare products in the brand’s history.
“As one of the most followed sports teams in the world, we understand the importance of educating fans on a healthy lifestyle, and skincare is an integral part of that process. In the same way our athletes prepare the night before a match with regular training rituals, healthy skin also requires a consistent and effective regimen. Advanced Night Repair serum provides skin with the overnight preparation needed for users to wake up looking refreshed and ready to take on the day. We look forward to working with Estée Lauder in sharing the power of its Advanced Night Repair serum and encouraging our fans to start their skincare journey with us,” Timpson remarked.
More Sports Crossovers in the Beauty Industry
Earlier this week, Urban Decay announced a new partnership with three-time Women’s National Basketball Association (WNBA) champions, Los Angeles Sparks.Also, the Women’s National Basketball Association (WNBA) has entered a multi-year partnership with Mielle, making the black-founded and woman-led beauty brand an Official Marketing Partner and the Official Textured Hair Care Partner of the league.