The professional wrestling promotion, World Wrestling Entertainment (WWE) has announced a new sponsorship agreement with Maybelline New York, the world’s leading cosmetics brand.
The new arrangement sees the beauty brand become WWE’s first official cosmetics partner. The new pact begins with Maybelline acting as the presenting partner of Evolution – the all-women’s Premium Live Event on Sunday, July 13 at State Farm Arena in Atlanta.
Brit Santypal, Senior Vice President of Partnership Marketing, TKO, said, “WWE is excited to collaborate with Maybelline, a partner that not only leads the beauty industry but also shares our vision for highlighting amazing individuals across the roster.”
Amy Whang, President of Maybelline New York, commented, “Maybelline New York is proud to partner with WWE and have the opportunity to put our products to the ultimate test. As the presenting sponsor of Evolution, we’re not just showing up in the ring; we’re supporting a global community that inspires confidence and self-expression, both in and out of the spotlight.”
In addition to the presenting partner status at Evolution, Maybelline will get centre mat ring branding, a unique vignette, and social media integrations. The collaboration and activation plan were created in cooperation with Beauty Co-Lab, L’Oréal’s media agency of record.
Delphine Hernoux, CEO, Beauty Co-Lab, said, “Maybelline continues to lead the way by moving at the speed of culture — connecting beauty with entertainment in bold, inclusive, and unexpected ways. At Beauty Co-Lab, we’re proud to have helped shape this milestone partnership with WWE, which reflects the kind of innovative thinking that keeps the brand ahead of the curve.”
