e.l.f. Launches Multi-year Sponsorship with National Women’s Soccer League in Ongoing Leveling of the Playing Field
e.l.f. Cosmetics (NYSE: ELF) has announced a multi-year partnership with the National Women's Soccer League (NWSL), becoming its first Official Makeup and Skin Care Partner. The partnership extends through 2027, with e.l.f. serving as the Presenting Partner of the NWSL Challenge Cup.
The collaboration comes as NWSL experiences significant growth, with average attendance exceeding 11,000 per match in 2024. The partnership includes the 'Glow for Glory Contest', featuring open tryouts in key NWSL markets to promote young talent development.
This initiative addresses concerning statistics showing girls dropping out of sports at twice the rate of boys by age 14. The partnership aims to democratize access to women's sports, noting that 94% of women in C-Suite positions played sports. Soccer in the U.S. attracts a diverse fanbase, with 54% under age 45 and 40% fans of color.
e.l.f. Cosmetics (NYSE: ELF) ha annunciato una partnership pluriennale con la National Women's Soccer League (NWSL), diventando il suo primo partner ufficiale per il trucco e la cura della pelle. La partnership si estende fino al 2027, con e.l.f. che funge da partner presentatore della NWSL Challenge Cup.
Questa collaborazione arriva mentre la NWSL sta vivendo una crescita significativa, con una media di presenze che supera le 11.000 per partita nel 2024. La partnership include il 'Glow for Glory Contest', con provini aperti nei principali mercati NWSL per promuovere lo sviluppo del talento giovanile.
Questa iniziativa affronta statistiche preoccupanti che mostrano come le ragazze abbandonino lo sport a un tasso doppio rispetto ai ragazzi entro i 14 anni. L'obiettivo della partnership è democratizzare l'accesso agli sport femminili, notando che il 94% delle donne in posizioni dirigenziali ha praticato sport. Il calcio negli Stati Uniti attrae un pubblico diversificato, con il 54% sotto i 45 anni e il 40% di fan di colore.
e.l.f. Cosmetics (NYSE: ELF) ha anunciado una asociación a varios años con la National Women's Soccer League (NWSL), convirtiéndose en su primer socio oficial de maquillaje y cuidado de la piel. La asociación se extiende hasta 2027, con e.l.f. actuando como socio presentador de la NWSL Challenge Cup.
La colaboración se produce en un momento en que la NWSL experimenta un crecimiento significativo, con una asistencia promedio que supera las 11,000 por partido en 2024. La asociación incluye el 'Glow for Glory Contest', que contará con audiciones abiertas en los principales mercados de la NWSL para promover el desarrollo del talento joven.
Esta iniciativa aborda estadísticas preocupantes que muestran que las niñas abandonan el deporte al doble de la tasa de los niños a los 14 años. La asociación tiene como objetivo democratizar el acceso a los deportes femeninos, señalando que el 94% de las mujeres en posiciones ejecutivas practicaron deportes. El fútbol en EE. UU. atrae a una base de aficionados diversa, con el 54% menores de 45 años y el 40% de aficionados de color.
e.l.f. Cosmetics (NYSE: ELF)는 National Women's Soccer League (NWSL)와 다년간의 파트너십을 발표하며, 첫 번째 공식 메이크업 및 스킨케어 파트너가 되었습니다. 이 파트너십은 2027년까지 지속되며, e.l.f.는 NWSL 챌린지 컵의 프레젠팅 파트너로 활동합니다.
이번 협업은 NWSL이 2024년 평균 관중 수가 경기당 11,000명을 초과하는 상당한 성장을 경험하고 있는 가운데 이루어졌습니다. 이 파트너십에는 젊은 인재 개발을 촉진하기 위해 주요 NWSL 시장에서 공개 오디션을 포함한 'Glow for Glory Contest'가 포함됩니다.
이 이니셔티브는 14세까지 소녀들이 소년들보다 두 배의 비율로 스포츠를 포기한다는 우려스러운 통계를 다룹니다. 파트너십의 목표는 여성 스포츠에 대한 접근을 민주화하는 것이며, 경영진 직위에 있는 여성의 94%가 스포츠를 했던 점을 강조합니다. 미국의 축구는 45세 미만이 54%이고 유색인종 팬이 40%인 다양한 팬층을 끌어모읍니다.
e.l.f. Cosmetics (NYSE: ELF) a annoncé un partenariat pluriannuel avec la National Women's Soccer League (NWSL), devenant son premier partenaire officiel en maquillage et soins de la peau. Le partenariat s'étend jusqu'en 2027, e.l.f. agissant en tant que partenaire présentateur de la NWSL Challenge Cup.
Cette collaboration intervient alors que la NWSL connaît une croissance significative, avec une affluence moyenne dépassant 11 000 spectateurs par match en 2024. Le partenariat inclut le 'Glow for Glory Contest', avec des auditions ouvertes dans les principaux marchés de la NWSL pour promouvoir le développement des jeunes talents.
Cette initiative répond à des statistiques préoccupantes montrant que les filles abandonnent le sport à un rythme deux fois plus élevé que les garçons avant l'âge de 14 ans. L'objectif du partenariat est de démocratiser l'accès aux sports féminins, notant que 94% des femmes occupant des postes de direction ont pratiqué un sport. Le football aux États-Unis attire un public diversifié, avec 54% de moins de 45 ans et 40% de fans de couleur.
e.l.f. Cosmetics (NYSE: ELF) hat eine mehrjährige Partnerschaft mit der National Women's Soccer League (NWSL) angekündigt und wird deren erster offizieller Partner für Make-up und Hautpflege. Die Partnerschaft läuft bis 2027, wobei e.l.f. als Präsentationspartner des NWSL Challenge Cup fungiert.
Die Zusammenarbeit erfolgt zu einem Zeitpunkt, an dem die NWSL ein signifikantes Wachstum erlebt, mit einer durchschnittlichen Zuschauerzahl von über 11.000 pro Spiel im Jahr 2024. Die Partnerschaft umfasst den 'Glow for Glory Contest', bei dem in wichtigen NWSL-Märkten offene Vorsprechen stattfinden, um die Entwicklung junger Talente zu fördern.
Diese Initiative geht auf besorgniserregende Statistiken ein, die zeigen, dass Mädchen im Alter von 14 Jahren doppelt so häufig wie Jungen aus dem Sport aussteigen. Ziel der Partnerschaft ist es, den Zugang zu Frauensport zu demokratisieren, wobei 94% der Frauen in Führungspositionen Sport betrieben haben. Fußball in den USA zieht ein vielfältiges Publikum an, wobei 54% unter 45 Jahren und 40% Fans mit Migrationshintergrund sind.
- First beauty sponsor for NWSL, securing exclusive partnership position
- Multi-year commitment through 2027 as Challenge Cup Presenting Partner
- Strategic expansion into growing market with increasing viewership
- Access to diverse, young fanbase demographic
- None.
Insights
e.l.f. Beauty's multi-year sponsorship with the National Women's Soccer League represents a strategic brand alignment rather than a direct revenue catalyst. As the first beauty sponsor for the NWSL and presenting partner of the Challenge Cup through 2027, e.l.f. is positioning itself within the growing women's soccer ecosystem, where attendance exceeds 11,000 per match in 2024.
This partnership is particularly notable for its demographic targeting. Soccer in the U.S. attracts a fanbase that's 54% under age 45 and 40% fans of color - precisely aligning with e.l.f.'s core messaging around accessibility and inclusivity. The 'Glow for Glory Contest' activation creates tangible community engagement beyond typical sponsorship visibility.
What's most interesting is how this fits into e.l.f.'s broader strategic narrative around female empowerment through sports. This isn't an isolated initiative but part of a pattern including previous partnerships with the Billie Jean King Cup, women's hockey, and female athletes across various sports. The company is building a consistent brand identity that resonates with its target consumers through cause-based marketing.
While financial terms remain undisclosed, the multi-year commitment suggests a significant but measured investment in brand building rather than a transformative business development that would materially impact near-term financial performance.
This NWSL partnership reinforces e.l.f.'s commitment to purpose-driven marketing but likely won't move the needle significantly on the
The three-year sponsorship through 2027 demonstrates strategic patience in building brand equity while limiting downside risk. By partnering with Footballco for activation across digital and social channels, e.l.f. is leveraging expertise to maximize engagement with the NWSL's growing audience.
What stands out is the careful targeting of an underserved market. Women's sports sponsorships typically offer better value than men's leagues due to less saturation and more authentic audience connections. This creates potential for efficient marketing returns if executed effectively.
It's worth connecting this to broader consumer trends:
While this partnership alone doesn't justify changing financial projections, it represents incremental progress in e.l.f.'s consistent brand-building approach that has contributed to its market position.
e.l.f. takes another giant leap in commitment to democratize access for women in sports, championing empowerment through positivity, inclusivity and accessibility
e.l.f. launches multi-year sponsorship with National Women’s Soccer League (Graphic: Business Wire)
e.l.f. is the first beauty sponsor for the NWSL, the premier women’s professional soccer league. e.l.f and NWSL are a powerful pairing, inspiring dreams, creating fandoms and building a culture rooted in positivity, inclusivity and accessibility. This sponsorship reflects an ongoing dedication to democratize access for women in sports by using e.l.f.’s platform to champion Empowered.Legendary.Females. and create a space to amplify their voices and unlock their full potential.
e.l.f. is coming in at a time when soccer in the
However, by age 14, many girls are dropping out of sports at two times the rate of boys due to lack of access, social stigmas, a decreased quality of experience, cost and a lack of positive role models. ** By empowering women in sports, e.l.f. and NWSL can inspire the next generation of leaders across industries, demonstrating that supporting women in sports is an investment in the future of leadership across all sectors.
“Of the few women who make it to C-Suite,
On a shared mission to inspire the next generation of changemakers, e.l.f. and NWSL will partner on the ‘Glow for Glory Contest’, hosting an open tryout in key NWSL markets to clear the path for young talent to develop, grow and kick the e.l.f.ing conversation about diverse, inclusive and equitable playing fields into high gear.
e.l.f. is the Presenting Partner of the NWSL Challenge Cup for the next three seasons, through 2027.
“We are thrilled to welcome e.l.f. into the NWSL family of premier, world-class brand partners,” said Julie Haddon, Chief Marketing & Commercial Officer, NWSL. “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.”
Billie Jean King Enterprises represented e.l.f. in these negotiations along with Footballco, the home of INDIVISA, a media brand dedicated exclusively to women’s soccer and an official media partner of the NWSL. Footballco will lead activations on behalf of e.l.f. across digital, social and experiential channels.
A strong voice for women’s empowerment, e.l.f. also supported the Billie Jean King Cup, Kendall Coyne Schofield and the Professional Women’s Hockey League, Indy 500 driver Katherine Legge, Paralympic swimmer Anastasia Pagonis and other barrier-breaking women.
*NWSL business insights, 2024
**Women's Sports Foundation
About e.l.f. Cosmetics
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.
About National Women's Soccer League
The National Women’s Soccer League is the premier women’s professional soccer league in the world featuring national team players from around the globe. The clubs are Angel City FC, Bay FC,
View source version on businesswire.com: https://www.businesswire.com/news/home/20250306617156/en/
e.l.f. Beauty
Hannah Rubin
hrubin@elfbeauty.com
National Women's Soccer League
Madelyn Flax
Mflax@nwslsoccer.com
Source: e.l.f. Beauty
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