Get ready to see a lot more of Cerave on the court—and beyond. In a bold move, the skincare giant is slam-dunking its way into the sports world with a groundbreaking partnership with the NBA. But here’s where it gets interesting: this isn’t just about slapping a logo on a jersey. Cerave is diving deep into the league’s diverse ecosystem, targeting a multi-gender, multi-generational audience that’s as passionate about self-care as they are about basketball.
On Monday, L’Oréal-owned Cerave announced its new role as the official skin and hair-care partner of the NBA, a multi-year deal that promises to be a game-changer. Esther García, U.S. general manager at Cerave, highlighted the NBA’s unique appeal: “What we loved about the NBA is its diversity—it’s not just one demographic. This allows us to connect with a highly engaged fan base and collaborate with athletes and influencers to reach a wide spectrum of people.”
But this isn’t Cerave’s first time at the sports marketing rodeo. Earlier this year, the brand teamed up with basketball stars Anthony Davis and Paige Bueckers for its “Head of Cerave” campaign, promoting its anti-dandruff shampoo. That campaign alone racked up 97 million social media impressions and 2.5 million engagements, proving that Cerave knows how to score points with audiences. And this is the part most people miss: sports media coverage of that partnership accounted for nearly 20% of the brand’s total media exposure, helping Cerave break into new arenas—literally.
With this latest NBA partnership, Cerave joins a growing list of beauty brands betting big on sports. Think Sephora’s tie-up with the Athletes Unlimited Softball League, Dove’s sponsorship of the U.S. Open, and Essie’s collaboration with the WNBA’s New York Liberty. But here’s the twist: while those brands are focusing on emerging leagues or sports with rising viewership, Cerave is aligning itself with one of the most established—yet evolving—sports entities in the U.S. Is this a risky move, or a strategic play? The NBA, while no longer the cultural juggernaut it was in the 1990s, is still a powerhouse with a massive, diverse audience. According to Statista, nearly 40% of the NBA’s U.S. viewers are women, and close to 50% are non-white—a demographic goldmine for Cerave.
However, the league isn’t without its challenges. The 2024-2025 NBA season saw a 2% decline in viewership, with former powerhouse teams like the Chicago Bulls and Miami Heat experiencing double-digit drops. But the NBA is pivoting, shifting its focus to emerging streaming platforms like Amazon Prime and Peacock, and dropping longtime cable partner TNT for the 2025-2026 season. Cerave is positioning itself to capitalize on these changes, integrating its products into new NBA initiatives like the Emirates NBA Cup.
García sums it up perfectly: “Sports are a part of the culture, and there are important cultural moments tied to them. With health becoming a bigger priority, everyone’s paying more attention to sports. It’s this fascinating crossover—cultural, yet deeply personal, tied to self-care.”
So, is Cerave’s NBA partnership a slam dunk, or a risky three-pointer? Only time will tell. But one thing’s for sure: the brand is playing the long game, leveraging sports to stay relevant in a crowded market. What do you think? Is this partnership a winning strategy, or is Cerave spreading itself too thin? Let us know in the comments—we’re all ears!
