Dermatological skincare brand La Roche-Posay is expanding its presence in professional tennis, upgrading its partnership with the Miami Open presented by Itaú to become the tournament’s Official Skincare Partner for 2026. The move builds on the brand’s previous role as Official Sunscreen Partner and broadens the scope of its on-site health and wellness initiatives.
The enhanced sponsorship reflects La Roche-Posay’s strategy to extend its positioning beyond sun protection into comprehensive skin health education for athletes and fans attending outdoor sporting events. The brand plans to spotlight a broader range of dermatologist-recommended products at the tournament, including Cicaplast Balm B5+, a multi-purpose skin repair treatment designed to address common skin irritations such as chafing and dryness experienced by active athletes.
Held under South Florida’s intense sun exposure, the Miami Open provides a natural platform for promoting sun-safe practices. According to the brand, 80% of visible skin aging is linked to UV exposure, while one in five Americans will develop skin cancer by age 70, statistics that have shaped the company’s long-running photoprotection awareness campaigns.
As part of the expanded partnership, La Roche-Posay will continue on-site activations focused on education and prevention, including distributing sunscreen and skincare products and promoting its “Every Day Is
A Sunscreen Day” initiative aimed at encouraging consistent daily sun protection.
Tournament organizers say the collaboration aligns with the Miami Open’s broader efforts to enhance the health and wellness experience for both players and spectators. With thousands of fans attending matches outdoors during the two-week ATP and WTA 1000 event, the partnership provides a visible platform for promoting skin health awareness within the global tennis community.
La Roche-Posay has steadily expanded its footprint across professional tennis, with partnerships that include the U.S. Open, BNP Paribas Open, and Mubadala Citi DC Open, reinforcing the brand’s strategy of aligning dermatological health messaging with major outdoor sporting events.
The upgraded Miami Open sponsorship underscores a growing trend in sports marketing, where health, wellness, and performance recovery brands are leveraging high-profile tournaments to deliver education-driven activations that extend beyond traditional product promotion.
