World cup gets a glow-up: beauty brands capitalize on global spectacle
The FIFA World Cup is no longer just about the pitch; it’s a full-blown beauty blitz, with brands like Paula’s Choice and Clear Men securing official sponsorship deals and leveraging athlete influence to capture a global audience.
A new era for sports beauty
For the first time in the tournament’s 96-year history, skincare and haircare are officially part of the World Cup package, thanks to partnerships with Paula’s Choice and Clear Men. This shift reflects a broader trend – fans are now consuming athletes’ entire journeys, from training to recovery, and beauty is increasingly intertwined with that experience.
Beyond the official sponsors, a wave of brands are deploying ambassadors, including Vichy, L’Oréal Paris, Dove, and Remington, tapping into the social media clout of stars like Declan Rice, Micah Richards, and Cristiano Ronaldo to drive engagement. The financial stakes are colossal: FIFA reported $7.57 billion in commercial revenue from the 2022 tournament, with beauty brands eyeing the lucrative men’s grooming sector – projected to reach $73 billion globally by 2027.
Men’s grooming: a rising star
The men’s grooming market is experiencing robust growth, particularly in North America (forecasted at $15.4 billion by 2027) and Latin America (expected to reach $15.4 billion). This expansion isn’t happening in isolation; it’s fueled by a generational shift in attitudes towards self-care, as evidenced by the engagement of younger sports fans – 82% of Gen Z identify as health, fitness, and beauty enthusiasts, according to GWI.
“Fans see athletes differently today,” notes Giovanni Santoro, a Fifa-licensed soccer agent. “They’re not just watching the match; they’re following the whole story.” Clear Men, for example, is building long-term relationships with athletes rather than treating the World Cup as a fleeting opportunity, exemplified by its partnership with Iraqi soccer player Youssef Amyn and its innovative YouTube series featuring Júnior. This approach, prioritizing authenticity and cultural relevance, is proving far more effective than a scattershot campaign.
Beyond the sponsorships
Brands like Vichy, leveraging Portuguese soccer player Vitinha, and Dove, partnering with Tori Penso and Formiga, are demonstrating a deeper understanding of how to resonate with fans. The key? Recognizing that a successful strategy extends beyond mere visibility; it requires a genuine connection to the culture surrounding the sport. The sheer scale of the World Cup – with over 54 million viewers tuning into opening matches – provides an unprecedented platform for brands to drive awareness and, crucially, build lasting trust. Forget one-off moments; it’s about cultivating a sustained presence.
The drive for success is clear: brands must understand the culture and participate meaningfully. Andrea Cappi, global brand director for Clear Men, emphasizes, “Success comes from understanding the culture and participating meaningfully, building long-term relationships rather than treating soccer as a one-off moment.” The future of sports beauty is undeniably bright – and undeniably lucrative.