North American basketball's top-tier NBA has entered into a new commercial deal with major skincare brand CereVe.

Through a multi-year tie-up unveiled today, CeraVe becomes the official skincare partner of the 30-franchise league.

The deal has been announced in the build-up to the 2025-26 NBA season getting underway on October 21.

It will entail CeraVe producing custom NBA-focused content, as well as engaging in on-site activations at league events, and integrating its products into NBA marketing.

These elements add to the campaign the brand already has in place with Anthony Davis, the 10-time NBA All-Star.

The NBA has stated that CeraVe will have a presence at events such as the Emirates NBA Cup, NBA All-Star, and the NBA Summer League, and will also be integrated into the NBA 2K26 video game.

Paolo Pastore, vice president for global business development at the NBA, has now said: "This partnership reflects the NBA’s commitment to expanding its lifestyle and wellness offerings. CeraVe brings trusted expertise and an innovative marketing approach that helps bring the NBA experience closer to fans wherever they are.”

Esther Garcia, general manager at CeraVe US, added: "Our partnership with the NBA is an exciting opportunity to reach a truly unparalleled audience – one that’s passionate, engaged, incredibly diverse, and one that truly values performance, especially when it comes to their skin barrier, head to toe."

The NBA campaign gets underway with a clash between the Oklahoma City Thunder and the Houston Rockets on October 21.

At the end of September, the NBA's chief marketing officer Tammy Henault departed.

Henault joined the NBA in 2022 to lead its global marketing efforts.

Prior to the NBA, Henault was senior vice president of marketing for the Paramount+ streaming service. Before that, she worked at The New York Times and led customer acquisition and retention for its digital subscription business.