What A Score
If you had asked us to predict which beauty brands would be stepping onto football’s biggest stage next, Paula’s Choice probably would not have made the shortlist. Yet the skincare brand has officially been announced as a sponsor for both the FIFA World Cup 2026 and FIFA Women’s World Cup 2027, marking one of its most ambitious global partnerships to date.
Paula’s Choice is stepping onto football’s biggest stage through a new FIFA sponsorship covering the 2026 World Cup and 2027 Women’s World Cup.
View this post on Instagram
The partnership reflects a wider shift as beauty brands increasingly look to sport for visibility. For Paula’s Choice, it offers access to one of the world’s biggest audiences.
Rather than focusing on flawless complexions, the brand is leaning into a message centred around resilience and performance. Through its new global campaign, Proud Supporter of Your Skin, Paula’s Choice highlights the visible effects of long days, changing climates, emotional highs and lows, and the physical realities that come with both playing and watching the game.
“We see skincare as part of a broader performance mindset,” said Faiz Ahmad, Chief Executive Officer at Paula’s Choice. “At the World Cup, performance is everywhere, in the athletes, the fans, and the environments they move through. Our role is to support people and their skin in those moments.”
The announcement arrives as Paula’s Choice celebrates its 31st anniversary, adding another milestone to a year that already holds significance for the brand. It also builds on the company’s growing involvement in sport, following partnerships with organisations and athletes across women’s football, basketball and rugby.
Unexpected? Absolutely. Yet as beauty brands continue to look beyond their traditional playbook, Paula’s Choice taking a place on football’s biggest stage may just prove to be a smarter fit than most people would have predicted.
