The collaboration marks a strategic shift in sports marketing, moving beyond traditional logo placement to incorporate beauty into the athletes' pre-game locker room routines and in-stadium fan experiences. By positioning body care as an essential part of the matchday, both organizations intend to emphasize self-expression for players and supporters alike.
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Sol de Janeiro Partners With Washington Spirit to Redefine Matchdays
“This partnership represents more than visibility in women's sports; it's a celebration of joy, confidence, and community,” said Jordan Saxemard, CEO of Sol de Janeiro. The beauty brand is launching a multi-year deal with the Washington Spirit, aiming to integrate self-care rituals into the professional soccer experience from 2026 through 2028.
Fans will see the partnership manifest through the "My Matchday Rituals" content series and the introduction of a "Sol de Janeiro Celebration Cam" at Audi Field. Beyond the spectacle of game day, the agreement includes community-focused programming and youth clinics designed to foster confidence among young female athletes. The official launch is set for July 3, 2026, when the Spirit face the Houston Dash.
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