Moroccanoil has named Aryna Sabalenka as its newest global brand ambassador, bringing the world No. 1 tennis player into the haircare brand’s global marketing portfolio as it looks to deepen its connection with sport, performance and lifestyle audiences.
Under the multi-platform partnership, Sabalenka will feature in Moroccanoil’s global campaigns, branded content and consumer experiences, including activations around major tennis events. The collaboration gives the brand an association with one of the most recognisable figures in women’s tennis while extending its sports strategy beyond traditional tournament sponsorship.
Moroccanoil has established a presence in tennis through its partnership with the Miami Open, where it serves as an official haircare partner. The appointment of Sabalenka represents a further step in that strategy, providing the company with a year-round athlete platform through which it can connect product storytelling with the player’s on-court performance and off-court personality.
Moroccanoil Senior Vice President of Global Marketing Marina Kirschner said, “As our relationship with tennis has continued to evolve, partnering with Aryna felt like the perfect next match. “She is an incredible athlete, but what truly sets her apart is how she connects with people. She brings strength, authenticity, and undeniable energy both on and off the court. Aryna’s global influence aligns perfectly with our mission to inspire and engage communities worldwide.”
Aryna Sabalenka added, “Whether I’m walking onto the court in front of thousands of fans or getting ready for an event, confidence changes everything. When I feel good, I can focus on what I do best. Moroccanoil has been one of those brands I’ve genuinely loved using for years because it always makes my hair feel healthy, effortless, and ready for whatever the day brings. That’s why this partnership is so exciting for me—it feels authentic. I’m proud to work with a brand that helps people feel empowered and comfortable being themselves.”
The announcement comes at a significant moment in Sabalenka’s season. She is currently competing at the US Open and is scheduled to face sixth seed Linda Nosková in the quarter-finals, giving Moroccanoil an immediate global tennis platform for its new ambassador.
The Belarusian star’s growing commercial portfolio also includes her recent appointment as Emirates’ first tennis ambassador, underscoring her expanding appeal to brands beyond traditional sporting categories.
Moroccanoil has also linked the partnership with the launch of its Overnight Leave-In Mask, creating a direct connection between Sabalenka’s personal routine, product promotion and the company’s wider beauty proposition.
The partnership reflects the increasing value of elite female athletes to consumer brands seeking to bridge sport with beauty, wellness and lifestyle, with Sabalenka providing Moroccanoil with a high-profile global platform at a pivotal stage of her career.
