Rimmel London has signed a multi-year sponsorship deal with Chelsea FC Women, becoming the club's official partner for the 2026/27 season. The collaboration will integrate beauty and football through initiatives celebrating players, fans, and women's soccer. The partnership was announced on August 21, with plans to launch a campaign featuring England stars Katie McCabe, Lauren James, and Lucy Bronze. The campaign highlights Rimmel's Match Perfection foundation, a nod to football terminology.
Community engagement will be central to the partnership, with Rimmel introducing pop-up experiences at home games. A branded activation will debut at Chelsea Women's opener against Aston Villa Women on September 5. The brand will also enhance stadium visibility through pitch-side LED displays at all home fixtures. Chelsea Women's commercial director Giulia Mazzia praised the alignment of values, stating, 'This partnership celebrates confidence, individuality, and self-expression-core to our players and the women’s game.' Rimmel's VP of global marketing, Janine Fernandes, emphasized the hometown connection: 'Becoming Chelsea FC Women’s partner is an incredible moment for Rimmel in London. The club’s focus on female empowerment mirrors our brand’s mission.'
The deal reflects growing interest in women’s football from brands targeting young female audiences. Rimmel joins other sponsors prioritizing confidence and self-expression, as the women’s game continues to expand its global footprint.
