Chelsea FC Women have strengthened their commercial portfolio with the addition of Rimmel London as an official partner for the 2026-27 season, marking the beauty brand’s first partnership with a football property.
The agreement comes at a significant moment for Chelsea Women, with the club preparing to play all 13 of its Women’s Super League home fixtures at Stamford Bridge during the upcoming campaign. The move from Kingsmeadow is expected to provide the team with a larger platform for fan engagement, brand activation and commercial growth.
Rimmel’s partnership with Chelsea Women will focus on confidence, individuality and self-expression, with the brand seeking to connect its beauty proposition with the growing cultural influence of women’s football.
Chelsea players Katie McCabe, Lauren James and Lucy Bronze will headline the partnership’s launch campaign, promoting Rimmel’s Match Perfection foundation. The collaboration will also include matchday activations, digital content and in-stadium branding.
Rimmel will launch its first matchday activation when Chelsea Women face Aston Villa Women at Stamford Bridge on September 5. The brand will operate a pop-up experience where supporters can engage with its products and sample Match Perfection foundation. Rimmel will also receive pitch-side LED exposure at Chelsea Women’s home fixtures throughout the season.
Giulia Mazzia, commercial director for Chelsea FC Women, said, “We are thrilled to welcome Rimmel London to the CFCW family. This partnership is a fantastic opportunity to bring together the worlds of women’s football and beauty, while celebrating confidence, individuality and self-expression – all key values our players embrace. We look forward to working closely with the team at Rimmel London.”
Janine Fernandes, vice president of global marketing for Rimmel London, added, “Becoming Chelsea Football Club Women’s official partner for the 2026/27 season is an incredible moment for Rimmel, in our hometown of London. The club’s passion for female empowerment and resilience aligns with our values of self-expression and individuality, making our partnership a perfect match. Both brands have a deep cultural impact and influence with dedicated fan bases. By bringing them together, we have an exciting opportunity to grow and champion confidence, the power of self-expression with beauty, and to celebrate the power of women both on and off the pitch.”
The partnership represents another example of brands entering women’s sport through purpose-led commercial relationships rather than traditional sponsorship models. For Rimmel, Chelsea Women offer access to an increasingly valuable sports audience, while the club gains a global consumer brand capable of delivering player-led storytelling and matchday engagement.
With Chelsea Women moving to Stamford Bridge for the full WSL season, the partnership also positions Rimmel to benefit from the team’s expanding visibility at a pivotal stage in the commercial development of women’s football.
