Paula’s Choice, a global leader in high-performance, science-backed skincare, has announced its landmark partnership as an Official Sponsor of the FIFA World Cup 2026 and FIFA Women’s World Cup 2027. To celebrate the partnership, the brand is launching its new global campaign, Proud Supporter of Your Skin, spotlighting skincare that performs under pressure for both fans and athletes in some of the world’s most intense environments.
Focused on the face as the ultimate expression of emotion, the campaign explores the stories unfolding both on and off the pitch, where every reaction, glance, and moment reveals the emotional reality beneath the surface of the game. The hero campaign film, The Beautiful Game, reinforces this idea with the line, “They call it the beautiful game because it puts us through everything,” presenting beauty not as perfection, but as resilience and determination under pressure. The film highlights the visible effects football has on fans as much as athletes, from sun exposure and sweat to flushed skin, late nights, tears, and tension.
Rooted in Paula’s Choice’s belief in high-performance skincare, the partnership marks the brand’s continued expansion into sport. Through its collaboration with FIFA, Paula’s Choice aims to show that performance, resilience, and endurance are experienced not only by players on the pitch, but also by audiences around the world.
With more than 5 billion viewers expected globally, the FIFA World Cup 2026 will be one of the world’s largest shared experiences. As the tournament takes place across the United States, Canada, and Mexico, fans will experience varying climates and time zones, with matches often taking place outside traditional viewing hours. Changes to sleep patterns and daily routines, combined with heightened emotions, can have a noticeable impact on the skin.
“We see skincare as part of a broader performance mindset,” said Faiz Ahmad, Chief Executive Officer at Paula’s Choice. “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 The Beautiful Game brings to life.”
The partnership also builds on Paula’s Choice’s history of supporting athletes and organisations that represent excellence. The brand continues its commitment to women’s sport through partnerships including NWSL team Seattle Reign, alongside ambassadors such as #1 WNBA draft pick Azzi Fudd and international rugby star Ilona Maher.
“At Paula’s Choice, we’ve built our legacy on high-performing skincare that delivers real results,” said Faiz Ahmad, Chief Executive Officer at Paula’s Choice. “The World Cup is a natural extension of that; a global stage where we can support skin through the intensity and environments that show up on the face.”
The campaign will launch globally across out-of-home, digital, and social channels in key markets worldwide. A flagship brand activation will also take place in Los Angeles during the tournament, bringing the “support your skin” message directly to fans.
As excitement builds toward 2026, Paula’s Choice invites audiences to experience the game in a different way, not simply as something watched, but as something felt and reflected on every face.
