National Women’s Soccer League and e.l.f. Cosmetics team up for a multi-year sponsorship, look to level the playing field for women athletes

e.l.f. Cosmetics, the official makeup and skin care partner of the NWSL, champions access for women in sports

• Imagn

  WHAT HAPPENED?

  A week before the kickoff of the 2025 National Women's Soccer League season, e.l.f. Cosmetics and the league announced that they are pairing up for a multi-year sponsorship, rooted in democratizing access for women in sports.

  e.l.f. is the first beauty sponsor for the NWSL, and teams up with the league at a time in which the sport continues to expand, with average attendance passing 11,000 people per NWSL match in 2024.

  While the league continues to grow, the drop out rate of girls (by the age of 14) in sports continues to be two times the rate of boys. This partnership intends to work to empower women in sports and inspire the next generation of leaders across all industries.

• WHAT e.l.f. AND NWSL SAID

  Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty: “Of the few women who make it to C-Suite, 94 percent 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 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 percent under age 45 and 40 percent 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.”

  Julie Haddon, Chief Marketing & Commercial Officer, NWSL: “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.”

  
  
• THE BIGGER PICTURE

  e.l.f. and NWSL are partnering for the 'Glow for Glory Contest’, which is an open tryout in key NWSL markets. The tryout will create a path to develop young talent, grow and "kick the e.l.f.ing conversation about diverse, inclusive and equitable playing fields in high gear."

  Among the catalysts for the partnership was Billie Jean King Enterprises, which represented e.l.f. in the negotiations along with Footballco, the parent company of INDIVISA.

  INDIVISA and e.l.f. began working together in 2024 with the launch of Ready To Play, and the brand is also a regular sponsor of The INDIVISA show. Footballco will be leader of activations on behalf of e.l.f. across digital, social and other channels.

  e.l.f. will also show up in major moments in the NWSL season, including being the presenting partner of the NWSL Challenge Cup for the next three seasons, through 2027.

• Getty Images

  WHAT'S NEXT?

  e.l.f. and the NWSL are beginning their paired commitment to leveling the playing field. 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.