e.l.f. Cosmetics Makes Historic Debut With Tottenham Hotspur Men’s Team

elf Cosmetics Expands Partnership With Tottenham Hotspur, Making Historic Carabao Cup Debut and Strengthening Commitment to Women’s Football. elf Cosmetics, the flagship brand of elf Beauty, has taken a significant step in sports marketing by expanding its partnership with Tottenham Hotspur Football Club for the Carabao Cup competition, marking its first-ever branding presence with a UK men’s team while doubling down on its influential commitment to women’s football.

Historic Presence Across Men’s and Women’s Games

In a pivotal moment for both beauty and sport, the brand’s logo appeared on the kits of Tottenham Hotspur Women as they battled Aston Villa, and on the men’s kits during their Carabao Cup fixture against Doncaster Rovers, all on September 24, 2025. This unprecedented dual-gender visibility reinforces e.l.f.’s mission to make beauty, empowerment, and access truly inclusive—on every pitch, with every player, and across every fan community.

“This partnership moves beyond visibility; it’s about demonstrating that beauty and empowerment belong everywhere,” said Hannah Roberts, VP of Marketing, e.l.f. Beauty. “e.l.f. has always championed inclusivity, accessibility, and cultural impact, and tonight is another step in shaping norms, connecting communities, and inspiring confidence both on and off the field”.

Longstanding Mission: Beauty for Every Community

Launched in 2004, e.l.f. Beauty has consistently pioneered the democratization of access to beauty innovation, career growth, equity in sports, and the pursuit of big dreams. The brand is known for disrupting norms, challenging industry conventions, and making high-quality, cruelty-free makeup (Leaping Bunny and PETA certified) accessible to every eye, lip, and face.

e.l.f. has built a global reputation not just for product but for its values—consistently showing up in unexpected places, from viral TikTok campaigns and Super Bowl ads (2023–2025) to purpose-driven partnerships with iconic women’s leagues and clubs.

Pushing Boundaries in Football: Tottenham Hotspur Connection

In September 2025, e.l.f. Cosmetics became the Official Back of Shirt Partner for Tottenham Hotspur Women as part of a wider commitment to advance women’s football through the Barclays Women’s Super League. The partnership includes trailblazing activations, content, and community initiatives designed to foster a legacy of empowerment for female athletes both on and off the pitch. Their commitment will run through the 2025–2026 season.

Expanding into the men’s game (via the Carabao Cup), e.l.f. is one of the very few beauty companies to make a visible impact in elite male football, joining a growing movement that challenges entrenched gender norms around beauty and sport.

Broad and Deep Sporting Sponsorship

e.l.f. maintains an extensive footprint as a champion for gender equality in sports. The brand is an official backer of the National Women’s Soccer League (NWSL), supporting prominent players including Melanie Barcenas, Abby Dahlkemper, Lo’eau LaBonta, and Jaedyn Shaw. e.l.f. also supports the Billie Jean King Cup, the Professional Women’s Hockey League (PWHL), Olympic gold medalist Kendall Coyne Schofield, and barrier-breaking race car driver Katherine Legge.

Breaking Barriers and Championing Diversity

Tottenham’s Chief Revenue Officer Ryan Norys stated, “The expansion of our partnership sends a powerful message that football is for everyone, with a brand renowned for its work around female empowerment now gaining visibility within the Men’s game, as well as the Women’s—building on the Club’s existing work breaking down historic barriers for women in football and combatting misogyny.”

Cultural & Commercial Impact

The partnership is seen as a sports marketing masterstroke, as e.l.f.’s Carabao Cup debut is a “game-changer” that normalizes beauty branding in elite men’s football and makes diversity and inclusivity an integral part of both pitch and culture. e.l.f. utilizes its sports partnerships to deliver exclusive content, fan engagement events, TikTok takeovers, and other digital-first initiatives that resonate especially with Gen Z and millennial fans.

This aligns with wider commercial ambitions: e.l.f. Beauty’s expansion, not only in the UK but also into the Netherlands and Belgium, supports international growth and boosts cultural recognition.

The e.l.f. Standard: Product, Ethics, and Impact

e.l.f. delivers universally appealing, premium-quality products at radical price points—always cruelty-free, vegan, and Fair Trade Certified. The brand’s 2028 outlook projects $2.3 billion in revenue and $294.5 million in earnings on 19% annual sales growth, buoyed by its digital reach and global sports appeal.