Paula’s Choice, a global leader in highly effective, scientifically backed skincare, today announces a groundbreaking partnership as an official sponsor of the FIFA World Cup 2026™ and launches its new global campaign, „Proud Supporter of Your Skin.“ The campaign celebrates skincare products that deliver on their promise to fans and athletes alike, even under the most extreme conditions.
Treating the face as the ultimate canvas for expression, the campaign reveals stories that unfold both on and off the pitch. Every look, reaction, and emotion brings to life the narratives playing out beneath the surface of the game. The central campaign film, „The Beautiful Game,“ reinforces this perspective with the message: „They call it the beautiful game because it demands everything from us.“ In doing so, it redefines beauty—not as perfection, but as resilience and determination under pressure. The focus lies on the visible impact of the game on fans, not just athletes: sun, sweat, flushed skin, sleepless nights, tears, and tension.
Rooted in the brand’s belief in highly effective skincare, this partnership reflects the ongoing expansion of Paula’s Choice into the sports sector. By teaming up with FIFA, Paula’s Choice highlights that performance, resilience, and endurance are evident not only on the pitch but also among the global audience experiencing the game.
With a projected global audience of over 5 billion, the FIFA World Cup 2026 represents one of the
world’s greatest shared experiences. As the tournament takes place across the USA, Canada,
and Mexico, it spans diverse climate zones and time zones, with some matches occurring outside
usual viewing hours. These disruptions to sleep patterns and daily routines—combined with intense emotional stress—have direct and visible effects on the skin.
“We view skincare as part of a broader, performance-oriented mindset,” explains Faiz Ahmad, CEO of Paula’s Choice. “At the World Cup, that performance is everywhere—among the athletes, the fans, and in the environments where people find themselves. Our mission is to support people and their skin during these moments. That is exactly what ‘The Beautiful Game’ brings to life.”
This partnership builds on the Paula’s Choice tradition of supporting athletes and organizations that embody excellence. The brand is proud to underscore its ongoing commitment to women’s sports through its existing partnership with the NWSL team Seattle Reign and through world-class ambassadors such as Azzi Fudd—the number one pick in the WNBA draft—and international rugby star Ilona Maher.
“At Paula’s Choice, we’ve made a name for ourselves with highly effective skincare that delivers real results,” says Faiz Ahmad, CEO of Paula’s Choice. “The World Cup is a natural extension of this—a global stage where we can support skin as it faces the physical stresses and environmental factors that show on the face.”
The campaign will roll out globally in key markets across out-of-home advertising, as well as digital and social channels. During the tournament, a flagship brand activation will take place in Los Angeles, bringing the “Support your Skin” message to life for fans on the ground.
As anticipation builds for 2026, Paula’s Choice invites the public to see the game differently: not just as something to watch, but as something to experience—something visible on every face.
Developed a limited-edition „Starting Lineup Kit“ to mark the partnership with the FIFA World Cup 2026. The set combines three highly effective must-haves—the iconic 2% BHA, the Peptide Moisturizer, and the Youth-Extending SPF 50—to keep skin smooth, resilient, and protected.
