Estée Lauder has agreed to become the official skincare brand of UK football club Manchester United with a focus on targeting male supporters in China and the Asia-Pacific region.
Kicking off this summer, the partnership’s inaugural campaign will launch with players from United’s first team, including Marcus Rashford, Luke Shaw, Alejandro Garnacho and Raphael Varane.
Bringing together the worlds of beauty and sports, the campaign will engage Manchester United fans across its social platforms – with a reach of more than 250 million in China alone – with dynamic social storytelling around the benefits of recharging the skin.
“We are excited to collaborate with the world’s most popular football team on this first-of-its-kind partnership, and to expand Estée Lauder’s reach to new audiences of male consumers in an unexpected and ground-breaking way,” said Justin Boxford, Global Brand President, Estée Lauder.
The partnership will initially spotlight Estée Lauder Advanced Night Repair Serum, one of Estée Lauder's best-selling skincare products in the brand’s history.
"Estée Lauder is a globally renowned and trusted brand, and we are excited to be partnering with them in China and Asia Pacific,” said Manchester United’s CEO of Alliances and Partnerships, Victoria Timpson.
“As one of the most followed sports teams in the world, we understand the importance of educating fans on a healthy lifestyle, and skincare is an integral part of that process. In the same way our athletes prepare the night before a match with regular training rituals, healthy skin also requires a consistent and effective regimen,” she added.