NBA Announces Multiyear Partnership with Skincare Brand CeraVe
The National Basketball Association (NBA) and CeraVe have entered into a multiyear partnership, making CeraVe the league’s Official Skincare Partner, a move signaling the growing intersection of sports and wellness.
The collaboration will focus on raising skincare awareness and promoting wellness among both NBA players and fans through a variety of initiatives. These include season-long campaigns, digital content, and community programs, with CeraVe engaging fans through storytelling, on-site activations at major events, and product integrations at retail locations nationwide. “At CeraVe, we are absolutely thrilled to join forces with the NBA because, like them, we believe in championing performance and well-being,” said Esther Garcia, CeraVe US General Manager. “Our core mission is to make effective, dermatologist-developed care accessible to everyone.”
The partnership extends existing work with 10-time NBA All-Star Anthony Davis through the “Head of CeraVe” campaign and will feature CeraVe prominently at high-profile league events like the Emirates NBA Cup, NBA All-Star, and NBA Summer League. Notably, the brand will also be integrated into the upcoming NBA 2K26 video game, reaching a significant gaming audience. The NBA has been increasingly focused on lifestyle branding to connect with fans beyond the court; this partnership is a clear example of that strategy.
Beyond marketing, CeraVe and the NBA will launch “Care For All,” a youth-focused program offering educational resources and access to skincare professionals at Jr. NBA clinics, including dermatology screenings and product education. “This partnership reflects the NBA’s commitment to expanding its lifestyle and wellness offerings,” stated NBA Vice President of Global Business Development Paolo Pastore. “As our Official Skincare Partner, CeraVe brings trusted expertise and an innovative marketing approach that helps bring the NBA experience closer to fans wherever they are.”
Officials stated that CeraVe and the NBA will continue to develop and roll out new initiatives throughout the season, focusing on education and access to dermatological care for communities nationwide.
