Rimmel London has signed its first soccer deal with Chelsea FC Women for the 2026-27 Barclays Women’s Super League season. The Coty-owned brand will activate at all Chelsea Women’s home games at Stamford Bridge, including a pop-up at the season opener against Aston Villa Women on Sept. 5, where fans can sample Match Perfection foundation. LED boards will also display the brand’s presence at every home fixture. Player collaborations with Lucy Bronze, Lauren James, and Katie McCabe will feature on social media, showcasing the Match Perfection range. Janine Fernandes, Rimmel London’s vice president of global marketing, called the partnership an 'incredible moment' for the brand, emphasizing confidence and community. Giulia Mazzia, Chelsea Women’s commercial director, praised the alignment of beauty and sports values. The deal extends Rimmel’s sports storytelling efforts, despite Coty’s potential sale of the brand. Chelsea Women’s repositioning as a standalone entity underlines the partnership’s strategic significance.