Paula's Choice Announced as Official Sponsor of the FIFA World Cup 2026

Paula's Choice, a global leader in high-performing, science-backed skincare, today announces its landmark partnership as an Official Sponsor of the FIFA World Cup 2026 and FIFA Women's World Cup 2027. To mark the occasion, the brand is launching its new global campaign, Proud Supporter of Your Skin, which celebrates skincare that keeps its promises for fans and athletes in the world's most high-pressure environments.

Centred on the face as the ultimate canvas of expression, the campaign reveals the stories unfolding both on and off the field, where every glance, reaction, and emotion brings the stories beneath the surface of the game to life. The hero campaign film, The Beautiful Game, reinforces this perspective. This partnership builds on Paula's Choice's history of supporting athletes and organisations that embody excellence. The brand is proud to highlight its ongoing commitment to women's sports through its existing partnership with the NWSL Seattle Reign and world-class ambassadors, including #1 WNBA overall draft pick Azzi Fudd and global rugby star Ilona Maher, stating, "They call it the beautiful game because it puts us through everything," reframing beauty not as perfection, but as resilience and grit under pressure. It focuses on the visible effects of the game on fans, not just athletes: sun, sweat, flushed skin, late night, tears, and tension.

Rooted in the brand's belief in high-performance skincare, this partnership reflects Paula's Choice's continued expansion into sport. By joining forces with FIFA, Paula's Choice highlights that performance, resilience, and endurance are visible not only on the pitch but also across the global audience experiencing the game.

With more than 5 billion viewers expected globally, the FIFA World Cup 2026 represents one of the largest shared environments in the world. As the tournament unfolds across the United States, Canada, and Mexico, it will span multiple climates and time zones, with matches shifting outside traditional viewing hours. These disruptions to sleep and daily rhythms, combined with intense emotional stress, have a direct and visible impact on the skin.

"We see skincare as part of a broader performance mindset," said Faiz Ahmad, Chief Executive Officer at Paula's Choice. "At the World Cup, that performance is everywhere, in the athletes, the fans, and the environments people move through. Our role is to support people and their skin in those moments. That's what The Beautiful Game brings to life."

This partnership builds on Paula's Choice's history of supporting athletes and organisations that embody excellence. The brand is proud to highlight its ongoing commitment to women's sports through its existing partnership with the NWSL Seattle Reign and world-class ambassadors, including #1 WNBA overall draft pick Azzi Fudd and global rugby star Ilona Maher.

"At Paula's Choice, we've built our legacy on high-performing skincare that delivers real results," said Faiz Ahmad, Chief Executive Officer at Paula's Choice. "The World Cup is a natural extension of that; a global stage where we can support skin through the intensity and environments that show up on the face."

The campaign will roll out globally across key markets, including out-of-home, digital, and social channels. A flagship brand activation is set to take place in Los Angeles during the tournament, bringing the "support your skin" message to life for fans on the ground.

As anticipation builds toward 2026, Paula's Choice invites audiences to see the game differently: not just as something watched, but as something experienced and visible on every face.