CeraVe has been named the first official skin care partner of the National Basketball Association (NBA).
The multi-year partnership will see the L'Oréal-owned brand produce bespoke content to engage NBA fans across social and digital channels.
On-site activations will also take place at league events, including the Emirates NBA Cup, NBA All-Star, and NBA Summer League, while product integrations featuring CeraVe’s skin care and hair care line will appear at retailers across the US.
The brand will also be integrated into the NBA 2K26 video game to reach the league’s gaming audience.
The partnership brings together two brands which “believe in championing performance and wellbeing”, said Esther Garcia, CeraVe US General Manager.
Garcia added: “Our core mission is to make effective, dermatologist-developed care accessible to everyone.
“Our partnership with the NBA is an exciting opportunity to reach a truly unparalleled audience – one that is passionate, engaged, incredibly diverse, and one that truly values performance, especially when it comes to their skin barrier, head to toe.
“Beyond the products, our commitment is to ignite a vital conversation about skin and scalp health by expanding access to dermatologists for all and fostering a holistic culture of self-care that empowers the entire NBA community, on and off the court.”
CeraVe will also collaborate with the NBA to engage young people through the brand’s “Care For All” initiative, which aims to increase access to dermatological care through skin health education, dermatology screenings, product education and sampling.
The tie-up builds on CeraVe’s hair care campaign, which launched at the start of the year, ‘Head of CeraVe’ featuring NBA Mavericks player Anthony Davis.
The dermatology-focused brand is the latest name in beauty to tap into basketball.
Rihanna’s Fenty Beauty announced its first official sports marketing partnership with a professional team, WNBA (Women's National Basketball Association) champions the New York Liberty, in May.
Sephora was named as beauty partner in January for Unrivaled, the professional women’s basketball league.
Covergirl became the official cosmetics sponsor of Chicago Sky, the 2021 WNBA champions, in May.
Aramis, the men’s fragrance brand under the Estée Lauder Companies, named NBA player and entrepreneur Dwyane Wade as the brand’s Global Ambassador and the face of a new campaign for the scent.
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