In a move that underscores the NBA’s growing expansion into lifestyle and wellness partnerships, CeraVe, the #1 dermatologist-recommended skincare brand in the U.S., has announced a multi-year collaboration with the National Basketball Association (NBA).
Under the new deal, CeraVe becomes the Official Skincare and Haircare Partner of the NBA — marking the first time the league has aligned with a dermatologist-developed skincare brand. The partnership will roll out across league events, digital platforms, and retail activations throughout the 2025–26 season, positioning skincare as a key part of athlete and fan wellness.
Skincare Meets Performance
The partnership will see CeraVe engage NBA fans through a blend of content storytelling, event activations, and product integrations across both physical and digital spaces. From NBA All-Star Weekend to the Emirates NBA Cupand NBA Summer League, fans will experience the brand through curated skincare education zones, digital campaigns, and interactive retail experiences.
Esther Garcia, CeraVe’s U.S. General Manager, emphasized the shared values of performance and care that unite the two brands:
“We’re thrilled to join forces with the NBA because, like them, we believe in championing performance and well-being. Our mission has always been to make dermatologist-developed skincare accessible to everyone, and this partnership allows us to reach an incredibly diverse and passionate global audience. Beyond products, we want to expand access to dermatologists and foster a culture of self-care that empowers the entire NBA community.”
NBA’s Expanding Lifestyle and Wellness Strategy
The NBA has been steadily broadening its brand portfolio beyond sport — into areas such as fitness, fashion, mental health, and personal care.
Paolo Pastore, VP of Global Business Development at the NBA, highlighted this evolution:
“This partnership reflects the NBA’s commitment to expanding its lifestyle and wellness offerings. As our Official Skincare Partner, CeraVe brings trusted expertise and an innovative approach to connecting the NBA experience with fans wherever they are.”
Building on the Anthony Davis “Head of CeraVe” Campaign
CeraVe’s collaboration with the NBA builds on its successful partnership with 10-time NBA All-Star Anthony Davis, who fronted the brand’s “Head of CeraVe” campaign. The initiative redefined athlete-led skincare storytelling, merging humor, education, and authenticity to reach millions of fans online.
Now, through the NBA partnership, CeraVe will expand this approach with:
- Original digital content across NBA and CeraVe platforms
- Activations at marquee NBA events (All-Star, Emirates NBA Cup, Summer League)
- Inclusion in NBA 2K26, introducing CeraVe to the gaming community
Youth Engagement and Community Health: “Care For All”
Beyond brand integration, CeraVe and the NBA will jointly launch “Care For All” — a youth-focused community program designed to promote skin health and self-care education across Jr. NBA clinics nationwide.
The initiative will provide families with:
- Free dermatology screenings
- Product education and sampling
- Access to wellness resources and skincare awareness
This community-driven approach reflects both organizations’ commitment to inclusive health and empowerment, using sport as a platform for education and well-being.
Launching Into the NBA’s 80th Season
The partnership will debut as the NBA’s 80th season tips off on October 21, 2025, as part of American Express NBA Tip-Off 2025. The season opener marks the NBA’s return to NBC and its debut on Peacock, featuring matchups between the Oklahoma City Thunder vs. Houston Rockets and Golden State Warriors vs. Los Angeles Lakers.
CeraVe will use this milestone season as a global platform to emphasize the intersection of performance, health, and confidence — all built around its dermatologist-developed approach to care.
Why This Partnership Matters?
CeraVe’s NBA collaboration represents a strategic evolution in brand partnerships — where wellness, culture, and sport converge.
Key strategic insights:
- Expanding the Definition of Athlete Care: The NBA continues to broaden its health and wellness narrative beyond physical performance to include skin, mental, and emotional well-being.
- Lifestyle Integration: By partnering with a dermatologist-led brand, the NBA cements its influence in the lifestyle sector, positioning basketball as a global lifestyle platform rather than just a sport.
- Audience Diversification: CeraVe gains access to the NBA’s massive Gen Z and multicultural fanbase, expanding its reach through sports entertainment, gaming, and social media ecosystems.
- Purpose-Led Marketing: The “Care For All” initiative exemplifies a new era of sponsorships rooted in education, inclusion, and social responsibility — going beyond branding to make measurable impact.
This partnership redefines what it means to be a sponsor in modern sports: not just visibility, but shared values and cultural relevance.
The NBA–CeraVe partnership marks a new chapter in sports-driven wellness marketing — blending performance, culture, and care.
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