Laura Geller Beauty Named Official Partner of NBA’s Chicago Bulls

Laura Geller Beauty is bullish about creating effective makeup products for women over 40. Now, the brand has been named the official partner of the NBA Chicago Bulls.

Officials say the partnership signifies the joining of two “passionate, highly engaged communities,” providing Laura Geller Beauty a chance to connect with consumers in one of its largest US markets.

“Chicago has always been one of our biggest and most enthusiastic markets, and Bulls fans have an incredible sense of passion and loyalty that reminds me so much of our own community,” said Laura Geller, the brand’s founder. “Women are passionate sports fans too, and that absolutely includes women over 40. I love that this partnership gives us an opportunity to show up for them in a space where they’re already so engaged.”

Through the partnership, Laura Geller Beauty will have a season-long presence in the United Center during Bulls home games. There will be Laura Geller Beauty’s LED branding across the arena and gameday activations during the season with fan experiences, product sampling and more.

Women’s ‘Overlooked’ Role in the NBA Audience

While professional basketball has long been marketed toward men, brand officials say women represent an often-overlooked part of the NBA audience. According to research by Laura Geller, women comprise 45% of the Bulls’ Chicago fanbase, per YouGov. This finding includes mature women, the core of Laura Geller Beauty’s consumer base. Through the partnership, the team and the cosmetics brand aim to bridge that gap.

Since 2021, Laura Geller has specifically marketed its products to this demographic and has featured women over 40 exclusively in its marketing campaigns, website content and social media. Off the court, Laura Geller Beauty and the Bulls will appear on each other’s digital and social media channels throughout the season.

Swingin’ Seniors

Additionally, there will be co-branded content with the Swingin’ Seniors – the Bulls’ dance team consisting exclusively of women 60 or older. The brand will also be featured in videos starring the Bulls’ mascot Benny The Bull, one of the most popular mascots in professional sports with nearly 6 million followers across TikTok and Instagram. Laura Geller Beauty will also host a digital sweepstakes offering the chance to win a VIP beauty experience at a home game, with other prizes, further connecting Bulls fans with the brand throughout the season.

“As a DTC-focused brand, so much of our growth has been driven by e-commerce and performance marketing, so opportunities to connect with our customers face-to-face are especially meaningful,” said Geller.