Today, as soccer players’ stardom continues to evolve off-pitch, beauty brands are taking note. “Fans see athletes differently today. Years ago, people only watched the match, now they follow the entire journey — from training sessions, recovery routines, and travel to family life and personal habits,” says Giovanni Santoro, a Fifa-licensed soccer agent and co-founder of Amyn, the beauty brand launched by Iraqi soccer player Youssef Amyn in April and gained backing from Global Bright Future.
However soccer audiences are highly engaged and discerning, so brands must show up in ways that reflect how fans experience the game. At the 2022 World Cup, for example, Adidas gained a social media reach of 10.3 billion through its campaigns starring Lionel Messi and Karim Benzema, according to CreatorIQ. Beyond sportswear, men’s grooming could be the next opportunity, so long as brands approach it correctly. “Success comes from understanding the culture and participating meaningfully, building long-term relationships rather than treating soccer as a one-off moment,” says Andrea Cappi, global brand director for Clear Men.
The faces of soccer
It’s a prime moment for beauty brands to delve deeper into the soccer opportunity. Fans are watching more than a match — they’re observing their looks, from hairstyles to kits to off-pitch attire. According to GWI, 82% of Gen Z sports fans identify as health, fitness, and beauty enthusiasts, and soccer fans specifically are highly receptive to sponsorship deals, per Nielsen’s Future of Sport report. “Younger athletes are helping to remove old stereotypes. Taking care of yourself is part of being a professional and that’s something fans understand now,” says 21-year-old soccer player Amyn.
Cristiano Ronaldo for Nike Football. Photo: Courtesy of Nike Football
Ronaldo has been a Clear Men ambassador since 2008 and has sustained his partnership to present day. The Portuguese player has been central to Clear Men’s growth trajectory. “The early partnership with Cristiano Ronaldo helped accelerate the brand’s entry into what was then an underdeveloped men’s scalp care segment, establishing Clear Men as a category leader and creating a strong foundation for future growth,” says Cappi.
But it’s only now that Clear Men is entering the World Cup conversation through a campaign featuring soccer fans and a limited-edition gold shampoo bottle in a thousand-piece run, while other core products feature its ambassadors across the branding. “We’re giving our talent a meaningful role in shaping the brand experience. Clear Men creates partnerships that feel credible rather than purely commercial,” says Cappi. “Our approach is not about entering soccer as a sponsorship play, but about showing up where culture is already being created. Soccer lives across social platforms, fan communities, and everyday rituals — and our focus is on making our brands part of those moments in a way that feels natural, relevant, and meaningful,” she adds, noting that the brand is building long-term partnerships in soccer rather than treating it as a series of short-term campaigns.
