Rahul SahaAmerican cosmetics company Estée Lauder is set to team up with English professional football club Manchester United FC to reach and engage their extensive fanbase in China and the Asia Pacific region in what is a first-of-its-kind partnership for the brand.
Kicking off in the summer of 2023, the partnership’s inaugural campaign will launch with players from the Manchester United men’s first team, including Marcus Rashford, Luke Shaw, Alejandro Garnacho and Raphaël Varane. Bringing together the worlds of beauty and sports, the campaign will engage fans across MUFC’s social platforms via “dynamic social storytelling around the benefits of recharging the skin”.
The partnership will initially spotlight Estée Lauder’s Advanced Night Repair Serum.
Also read: Rock and a third place: Manchester United men’s 2022–23 season review
Speaking on the announcement, Justin Boxford, Global Brand President, Estée Lauder, said:
“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.
“Estée Lauder and Manchester United are both globally recognised as best-in-class brands with incredible heritage with generations of loyal fans around the world, and a shared commitment to delivering peak performance – whether in our products or on the playing field.”
MUFC’s CEO of Alliances and Partnerships, Victoria Timpson, said:
“Estée Lauder is a globally renowned and trusted brand, and we are excited to be partnering with them in China and Asia Pacific.
“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.
“Advanced Night Repair serum provides skin with the overnight preparation needed for users to wake up looking refreshed and ready to take on the day. We look forward to working with Estée Lauder in sharing the power of its Advanced Night Repair serum and encouraging our fans to start their skincare journey with us.”
