Switching goals

The GIST: Last week, The Athletic’s Asli Pelit dove into the beauty industry’s data-driven insights that make the case for advertising in soccer. One thing that stood out? How Brazilian legend Marta drove Avon makeup sales by wearing a signature red shade during the 2019 Women’s World Cup (WWC).

• However, it wasn’t until 2023 that we saw beauty brands enter the soccer space in earnest, seizing the unparalleled opportunity to reach a global audience year-round. And since then, athlete-driven marketing, especially for up-and-coming brands, seems to be the go-to strategy. Playing to their base.

The 2019 numbers: Pelit shared how Avon recorded a 2,000% jump in store visits and a 585.9% boost in “Avon lipstick” searches thanks to Marta during the WWC, which drew over 1B viewers globally. The brand also experienced ~$1.36M in earned media and saw over 1M units of its Power Stay lipstick sold.

The global opportunity: While beauty brands in the WNBA primarily gain impact in the U.S., those in women’s soccer can take advantage of the beautiful game being global. Consider how Marta appealed to Brazilian audiences to a U.K. makeup brand, or how newer U.S.-based makeup brands are going across the pond for sports partnerships.

• NYC-based Il Makiage took advantage of Arsenal’s storied brand in its 2022 partnership, while California-based Ilia Beauty partnered with Paris Saint-Germain this past May.

The men’s side: Brands have also shown up big in men’s soccer, partnering with some of Europe’s most popular teams. Nivea Men has been Real Madrid’s skincare partner for years, Estée Lauder became Manchester United’s first-ever skincare partner in 2023 to reach its sizable Asian audience, and L’Oréal Paris launched its first-ever sports partnership with Arsenal this year.

• Then there’s Unilever, the nutrition and personal care conglomerate that sponsored both the UEFA EURO 2024 and the UEFA Women's EURO 2025. The wide-ranging campaign included several Unilever brands like Dove, Axe, and Knorr to reach billions through in-stadium advertisements and dedicated fan zones.

What this means for North American soccer: So, what does this mean for North America? As an example, e.l.f Beauty (who’s currently under some hot water) became an official NWSL marketing partner in 2023. CMO Kory Marchisotto cited the data behind their partnership: Sports fans account for 66% of the U.S. population, with over 50% of American women following sports.

• In the first few months of league partnership, the brand reached 3M fans across 29 games. And most recently e.l.f. worked with four NWSL players to push their respective favorite products.

• Focusing on America comes at a lower price point, and by enhancing existing partnerships with athlete-first, identity and personality-driven campaigns, they’re appealing to a generation primed for influencer marketing. All glowed up.

The GIST: The US Open tips off today with Fan Week, a pre-tourney event that the final tennis Grand Slam organizers have capitalized on by inviting more fan (and sponsor) participation. While JPMorgan Chase has been a longtime US Open partner, the banking powerhouse is keeping things fresh in its 2025 plans for the Open as it wraps a successful year in women’s sports.

• Banks are beginning to shed their reputation of being “stuffy” in legacy sports like tennis and golf by partnering with pioneering athletes and linking up with trendy brands and businesses to benefit from their cool factor.

The portfolio: Like many other financial brands, Chase has been a long-term partner in women’s tennis and golf, but it’s also realizing the opportunity with women athletes and other sports. In April, the bank added WNBA star A’ja Wilson to its athlete ambassador roster and in June partnered with The GIST to promote its unique capsule collection with Round21 for the KPMG Women’s Championship, a women’s golf major.

• Then last month, Chase detailed its sponsorship involvement in “Off Day,” a new show by Naomi Osaka’s media production company, Hana Kuma. The YouTube series follows sports’ biggest stars in their favorite cities while they use Chase credit cards, seamlessly highlighting their lauded perks for travelers.

The US Open: While Chase has teamed up with the Grand Slam for decades, it’s considering how to create experiences for what the event has become: a cultural moment. Speaking with The GIST last week, Chase sports marketing head Kate Schoff said, “The Open is not about a tennis event any longer, it’s about an entertainment event,” describing how Arthur Ashe manages to capture the buzzy allure of NYC with its celeb sightings and infamous cocktails.

• The US Open’s cool factor is undeniable, so how can Chase turn it up a notch? Schoff described how the brand offers a lounge for Chase cardmembers to hang out, and even an exclusive court where cardmembers can access private tennis lessons. Exclusivity never goes out of style.

The landscape: Chase isn’t the only financial brand looking to bank cool points with sports fans. During WNBA All-Star Weekend, American Express (AMEX) offered an exclusive entrance to events and cashback for AMEX card members, with loyalty programs proven to drive consumer spending.

• Ally is also beginning to offer member perks, with marketing head Stephanie Marciano saying that while the company has high brand awareness in women’s sports, there’s an “issue” channeling that awareness into converting new banking customers. Member perks push consumers to sign up and engage with a high success rate.

Zooming out: While long-term sports partnerships are powerful, Chase’s refreshed approach unlocks a different appeal by teaming up with up-and-coming cultural curators and tastemakers. And being relevant matters — consumers adore cool brands.

• While Chase may not be setting the trends, they can partner with the events, athletes, businesses, and media that are, and that’s a great strategy to drive brand love, awareness, and engagement.