e.l.f. Cosmetics, under the umbrella of e.l.f. Beauty, recently announced a multi-year sponsorship with the National Women’s Soccer League (NWSL), becoming the official beauty partner of the league. The collaboration represents the first beauty sponsorship in the NWSL and highlights the commitment of both brands to promote inclusivity, accessibility, and empowerment for women in sports.
Soccer in the U.S. is experiencing significant growth, with the NWSL expanding in popularity and viewership. The league’s average attendance was greater than 11,000 per match in 2024, reflecting the sport’s increasing cultural relevance. However, by the age of 14, girls drop out of sports at twice the rate of boys due to various barriers such as access, cost, social stigma, and a lack of role models. e.l.f. and NWSL are determined to break down these barriers and inspire young girls to stay engaged in sports, highlighting the importance of female athletes as leaders both on and off the field.
e.l.f. Beauty Chief Marketing Officer Kory Marchisotto said, “Of the few women who make it to C-Suite, 94% of them played sports. Access to sports provides leadership and life lessons needed later in life. The next generation can only dream bigger and reach higher if they have a firm starting point. Our partnership with the National Women’s Soccer League (NWSL) is that gateway to opportunities. Soccer’s global momentum is unstoppable. In the U.S. specifically, soccer attracts the youngest, most inclusive and diverse fanbase, with 54% under age 45 and 40% fans of color. By breaking barriers and connecting communities with the NWSL, e.l.f. furthers its mission to democratize access for every eye, lip, and face. We help level the playing field so everyone wins.”
As part of the partnership, e.l.f. will serve as the Presenting Partner of the NWSL Challenge Cup for the next three seasons, through 2027. The two organizations will also collaborate on the “Glow for Glory Contest,” to uncover young talent in key NWSL markets and foster diversity and inclusion in soccer.
NWSL Chief Marketing & Commercial Officer Julie Haddon said, “We are thrilled to welcome e.l.f. into the NWSL family of premier, world-class brand partners. Both e.l.f. and the NWSL are united by a shared passion for harnessing the explosive momentum and growth of our league to attract and engage audiences as we head into the 2025 season. We are looking forward to collaborating with the extraordinary e.l.f. team to elevate the Challenge Cup to unprecedented heights and create impactful, dynamic marketing programs that empower our athletes beyond the pitch.”
Footballco will lead digital, experiential, and social activations for e.l.f.
Watch this YouTube video promotion of the partnership: https://www.youtube.com/watch?v=-H8RrGoK51Y