“Sports is a way to hit those audiences more effectively than traditional advertising,” said Louise Johnson, global chief executive officer at Fuse, a sport and entertainment marketing agency.
Beauty plays a big role in sports. Personal care is essential to athletes; hair and makeup are powerful tools for self-expression while athletes wear a uniform, and sports and beauty both stand at the intersection of physical and mental well-being, she said. Sport is at the junction of adjacent passions, too, such as fashion, music and wellness. “Everything is crossing and bleeding over at the moment,” Johnson said. “That is why you are starting to see a lot of beauty brands coming in.”
Last year, when Charlotte Tilbury became the first beauty company and female-founded brand to be an official sponsor of F1 Academy, the female-only racing championship founded by Formula 1 that supports women drivers, it “sent a shockwave through the industry,” Johnson said.
