THE WHAT? Unrivaled has expanded its partnership with Sephora U.S., granting the beauty retailer naming rights to the league’s Miami home base, now officially titled Sephora Arena.
THE DETAILS The naming agreement follows the first year of collaboration between the two companies, during which Sephora integrated multiple touchpoints into Unrivaled’s operations, including the Sephora Glam Room, Sephora Tunnel, and on-site glam support for athletes. These activations have become part of the league’s brand identity and have been adopted as models across other sports organisations. For the upcoming season, Sephora PRO artists will again provide makeup services for athletes, supported by an expanded gifting programme and additional behind-the-scenes content. The Sephora Tunnel will return—alongside a full-scale replica for fans—while in-arena branding will include LED placements, a center-court logo, and custom seating areas. Sephora will also activate locally through store experiences and ticket redemptions via the Sephora Rewards Bazaar. The official unveiling of Sephora Arena is scheduled for January.
THE WHY? The agreement reflects the continued commercial convergence of beauty and sport, with naming rights signalling deeper brand integration and offering Sephora heightened visibility across live events, digital content and fan engagement.
Source: Unrivaled
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