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.  

The partnership reflects Paula’s Choice’s continued support of athletes and sporting organisations and highlights the brand’s belief that performance, resilience and endurance affect not only those on the pitch but also the global audience.  

The announcement coincides with the brand’s new ‘Proud Supporter of Your Skin’ global campaign to celebrate skincare which performs for fans and athletes in the world’s most high-pressure environments.  

The campaign is supported by a hero film ‘The Beautiful Game’ which highlights the visible effects of football on fans, including sun, sweat, flushed skin, tears and tension. 

Faiz Ahmad, CEO at Paula’s Choice, says: “We see skincare as part of a broader performance mindset. 

“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 Beautiful Game brings to life,” adds Ahmad.  

A flagship activation will take place in Los Angeles during the tournament, with the campaign also set to roll out globally across key markets via out-of-home, digital and social channels. 

FIFA World Cup 2026 is expected to draw in more than 5 billion viewers globally and will be hosted across the United States, Canada and Mexico.  

The tournament is set to span multiple climates and time zones, with matches set to shift to outside traditional viewing times, which can interrupt sleep and daily rhythms leading to a visible impact on the skin.