e.l.f. Cosmetics and NWSL Launch Multi-Year Partnership

e.l.f. Cosmetics, a brand from e.l.f. Beauty  has forged a groundbreaking multi-year sponsorship with the National Women’s Soccer League (NWSL). This marks the first time a beauty brand has partnered with the premier women’s professional soccer league. Effective through 2027, the collaboration aims to democratize women's access in sports and amplify female empowerment through initiatives like the “Glow for Glory Contest” and the NWSL Challenge Cup.

A Strategic Alliance

The partnership aligns with the explosive growth of women’s soccer in the U.S., where NWSL’s 2024 season saw average match attendance surpass 11,000 fans and viewership climb steadily. e.l.f. and NWSL share a mission to address systemic barriers driving girls’ dropout rates from sports—by age 14, girls leave athletics at twice the rate of boys due to cost, social stigmas, and lack of role models.

Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, emphasized the transformative power of sports:

“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.”

Key Initiatives Driving Change

• Glow for Glory Contest: Open tryouts in key NWSL markets will identify and nurture young talent, fostering inclusivity and equitable access.

• NWSL Challenge Cup: e.l.f. becomes the presenting partner of this marquee event through 2027, leveraging soccer’s diverse fanbase—54% under age 45 and 40% fans of color—to expand its reach.

• Digital and Experiential Activations: Footballco, the NWSL’s official media partner, will lead campaigns across digital and social platforms to engage audiences.

Leadership Perspectives

Julie Haddon, NWSL Chief Marketing & Commercial Officer, highlighted the shared vision:

“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. 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.”

This partnership builds on e.l.f.’s legacy of supporting barrier-breaking women, including collaborations with the Billie Jean King Cup, Professional Women’s Hockey League, and athletes like Paralympic swimmer Anastasia Pagonis. Billie Jean King Enterprises and Footballco played pivotal roles in negotiating and activating the sponsorship.