{"id":198808,"date":"2025-10-08T22:14:14","date_gmt":"2025-10-08T22:14:14","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/198808\/"},"modified":"2025-10-08T22:14:14","modified_gmt":"2025-10-08T22:14:14","slug":"loreals-cerave-deal-opens-new-categories-for-nba-sponsorship","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/198808\/","title":{"rendered":"L\u2019Oreal\u2019s CeraVe deal opens new categories for NBA sponsorship"},"content":{"rendered":"<p class=\"c-paragraph sections-marketing-and-sponsorship \">We\u2019ve been perched at the corner of sports and commerce for more time than most. Consequently, if you told us that what we believe to be the NBA\u2019s first skincare and haircare sponsorship wouldn\u2019t be packaged with WNBA rights, we\u2019d have been somewhere between flummoxed and flabbergasted. Turns out the \u201cW\u201d already had some of those categories, <a href=\"https:\/\/www.sportsbusinessjournal.com\/Articles\/2025\/07\/01\/cosmetics-industry-seeing-the-benefits-profits-from-wnba\/\" target=\"_blank\" rel=\"nofollow noopener\" title=\"https:\/\/www.sportsbusinessjournal.com\/Articles\/2025\/07\/01\/cosmetics-industry-seeing-the-benefits-profits-from-wnba\/\">including Glossier<\/a>, the WNBA\u2019s beauty sponsor since 2020.<\/p>\n<p class=\"c-paragraph sections-marketing-and-sponsorship \">The North American rights deal for L\u2019Oreal\u2019s CeraVe brand, which includes an \u201cofficial skincare and haircare\u201d designation, is still impressive since it opens new categories for the senior NBA circuit. The sponsorship, launched at the exhibition game between the Nuggets and Raptors in Vancouver earlier this week, will activate largely via digital and social channels. Still, the most important consideration turns out to be CeraVe\u2019s parent company: L\u2019Oreal. It\u2019s a $45.5 billion beauty behemoth, compared to Glossier (around $300 million in annual revs).<\/p>\n<p class=\"c-paragraph sections-marketing-and-sponsorship \">\u201cWe\u2019ve been talking to L\u2019Oreal for some time,\u201d said Paolo Pastore, the NBA VP\/global business development. \u201cSo, it wouldn\u2019t be surprising to see it expand to other markets. Clearly, it\u2019s not a typical category. We just both felt this was the right brand to get the partnership started with.\u201d<\/p>\n<p class=\"c-paragraph sections-marketing-and-sponsorship \">When there\u2019s a L\u2019Oreal deal across every NBA property, don\u2019t say we didn\u2019t tell you.<\/p>\n","protected":false},"excerpt":{"rendered":"We\u2019ve been perched at the corner of sports and commerce for more time than most. Consequently, if you&hellip;\n","protected":false},"author":2,"featured_media":198809,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[557],"tags":[64,63,590,85],"class_list":{"0":"post-198808","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-nba","8":"tag-au","9":"tag-australia","10":"tag-nba","11":"tag-sports"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/198808","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=198808"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/198808\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/198809"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=198808"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=198808"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=198808"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}