Skin in the game. Estée Lauder targets China with Man Utd deal

July 21 – Manchester United have signed a regional sponsorship with Estée Lauder, focusing on the club’s fanbase in China and the Asia Pacific region.

It is the first time the beauty industry brand has used football marketing to promote its products.

“The bold vision, creativity, and innovation of our trailblazing founder, Mrs. Estée Lauder, continues to inspire us to disrupt and push boundaries. 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 brand becomes the club’s first Skincare Partner and will activate the sponsorship starting this summer through first team men’s team players including Marcus Rashford, Luke Shaw, Alejandro Garnacho and Raphaël Varane.

In the Chinese market Man Utd claims a reach of 250 million across its social media platforms and this is the core audience Estée Lauder is targeting via social storytelling around the benefits of recharging the skin. The campaign will initially focus on Estée Lauder Advanced Night Repair Serum.

No value or term was announced for the deal.

Manchester United’s CEO of Alliances and Partnerships, Victoria Timpson, said.: “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.”

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