Rimmel makes football debut as Chelsea Women expand Stamford Bridge era

Rimmel London has chosen Chelsea Women for its first football partnership, becoming an official partner for the 2026-27 season as the club expand their commercial platform through a permanent move to Stamford Bridge for WSL matches.The Coty-owned cosmetics brand will receive pitchside LED exposure at every Chelsea Women home game and activate directly with supporters, giving Rimmel a football platform combining matchday visibility with player-led marketing and product sampling.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.”The agreement begins with a campaign featuring Chelsea players Katie McCabe, Lauren James and Lucy Bronze promoting Rimmel’s Match Perfection foundation.Rimmel will also operate fan experiences at Stamford Bridge, starting with a product pop-up and sampling activation at Chelsea’s WSL season opener against Aston Villa on September 5.  Financial terms were not disclosed.The partnership arrives as Chelsea Women begin their first season playing every WSL home fixture at Stamford Bridge, moving all 13 league matches to the club’s main stadium rather than splitting games across venues.That shift creates a larger and more consistent commercial environment around the women’s team, including expanded matchday inventory, hospitality products and sponsorship activation opportunities.Rimmel’s entry also reflects beauty brands’ growing interest in women’s sport as a route to younger and highly engaged consumer audiences. The company has previously used sport in its marketing, including a 2026 campaign with Red Bull athlete and gymnast Lily Smith, but Chelsea represents its first football partnership.Janine Fernandes, vice president of global marketing for Rimmel London, said: “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 to our values of self-expression and individuality, making our partnership a perfect match.”The deal gives Chelsea another consumer-facing brand for a season in which their move to Stamford Bridge is designed to increase the visibility, attendance and commercial potential of the women’s team.