La Roche-Posay has been announced as the first ever sunscreen partner of the US Open.
Beginning with this year’s tournament, the L’Oréal Group-owned label will operate a sun safety educational booth in the South Plaza of the USTA Billie Jean King National Tennis Center, with two additional product sampling kiosks on the grounds.
The brand will also be featured and sold in US Open Collection stores, while product will be provided for players.
The 2022 US Open begins with Fan Week, which kicked off on 23 August.
The tennis tournament’s main draw, meanwhile, runs 29 August to 11 September.
“La Roche-Posay is proud to be the official sunscreen of the US Open,” said Guillaume Monsel, Vice President of Marketing at La Roche-Posay USA.
“In 2010, La Roche-Posay introduced the SOS – Save Our Skin campaign to inform the public about the dangers of UV rays and the importance of practicing sun safe behaviours in order to prevent skin cancer.
“La Roche-Posay has strategically partnered with the US Open to advance our mission and promote sun safe behaviours on and off the court with complimentary sunscreen and skin education available to all attendees at the US Open.”
“La Roche-Posay is an industry leader, committed to producing the best and most advanced sunscreen products,” added Deanne Pownall, Managing Director, Corporate Partnerships, USTA.
“It is fitting that they are the first ever official sunscreen partner of the US Open.
“Our fans and players will benefit from having La Roche-Posay products available to protect them while they are on-site or on-court.”
While the La-Roche Posay deal marks the US Open’s first partnership with a sun care brand, other beauty companies and sporting calendar highlights have already leveraged the clear synergies between outdoor events and sun protection with partnerships.
Beiersdorf’s Nivea Sun was the official sun care provider for the Commonwealth Games, which took place in Birmingham, earlier this summer.
