CeraVe brings game to skincare with NBA partnership

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CeraVe has teamed up with the National Basketball Association (NBA) in a multiyear deal that makes it the league’s official skincare and haircare partner.

The partnership will see CeraVe engage basketball fans through original content, on-site activations at key league events, and product integrations across retail touchpoints nationwide.

Building on its “Head of CeraVe” campaign fronted by 10-time NBA All-Star Anthony Davis, the collaboration extends the brand’s presence across NBA’s digital and social channels, as well as at marquee events including the Emirates NBA Cup, NBA All-Star, and NBA Summer League. The partnership will also make its way into the gaming world through NBA 2K26.

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CeraVe has also teamed up with the popular parody account NBACentel for its first-ever brand collaboration, bringing hilarious, meme-worthy content and “edutainment” to fans, merging skincare awareness with the internet’s favourite form of basketball commentary.

BREAKING: Front offices have determined that the league still isn’t soft enough, announce an official skincare partnership with @CeraVe. #AD pic.twitter.com/If5WRiL865
— NBACentel (@TheNBACentel) October 6, 2025

Beyond the courts, CeraVe and the NBA will roll out “Care for all”, an initiative under the Jr. NBA programme that aims to promote skin health education among youth. The programme will include dermatology screenings, product education, and sampling for families across the United States.

The move marks another step in CeraVe’s push to blend health education with pop culture, aligning its dermatologist-backed credibility with the NBA’s global fan base and influence.

"At CeraVe, we are absolutely thrilled to join forces with the NBA because, like them, we believe in championing performance and well-being. Our core mission is to make effective, dermatologist-developed care accessible to everyone," said Esther Garcia, general manager at CeraVe US.

She added, "Our partnership with the NBA is an exciting opportunity to reach a truly unparalleled audience – one that's passionate, engaged, incredibly diverse, and one that truly values performance especially when it comes to their skin barrier, head to toe. Beyond the products, our commitment is to ignite a vital conversation about skin and scalp health, by expanding access to dermatologists for all and fostering a holistic culture of self-care that empowers the entire NBA community, on and off the court."

In tandem, Paolo Pastore, VP, global business development, NBA said, "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 marketing approach that supports bringing the NBA experience closer to fans wherever they are."

CeraVe isn’t the only brand turning to sports to reach younger audiences. Formula 1 (F1) recently announced a partnership with Disney, which will see its high-octane universe collide with the magic of Mickey Mouse and friends starting in 2026. The collaboration will deliver new fan experiences, content, and merchandise that fuse F1’s global reach with Disney’s iconic characters, with Mickey Mouse leading the multi-market campaign aimed at younger audiences.

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