ELF Celebrates Soccer Fandom at 2026 NWSL Challenge Cup

ELF Cosmetics and ELF Skin, a part of Happi Top 50 Company ELF Beauty, presented the 2026 NWSL Challenge Cup to House of Goal, an immersive global fan experience in New York during the men’s global soccer tournament.

As a partner of the NWSL, ELF says it’s expanding visibility for women’s soccer, elevating the players shaping its future and opening pathways for the next generation.

Currently, more than half of the US female population over 13 consider themselves sports fans; nearly two-thirds (63%) of US soccer fans watch women’s soccer – with 1 in 4 watching the women’s game exclusively; 65% of women’s soccer fans say they are proud to support brands based on their investment in women’s sports; 78% of women’s soccer fans trust women athletes; and 55% of US adults view in-person events as a key expression of fandom, meaning the experience around the event is becoming just as important as the game itself.

ELF aims to connect with passionate sports fans and create an immersive experience where sports, culture and beauty converge and reflect who they are and what they stand for.

“Soccer is a cultural force, and ELF has always been at the intersection of what our community lives and breathes,” said Patrick O’Keefe, chief integrated marketing officer, ELF Brands. “We are building fandom, telling the stories of extraordinary women who are shaping the future of this game, and creating experiences that prove beauty and sport have always belonged together. This summer is all about fandom and with a majority of US soccer fans watching the women’s game – we’re meeting them where they are.”

On June 26, ELF transformed the 2026 NWSL Challenge Cup into a full cultural event, putting fans at the center. The high-stakes match pits the 2025 NWSL Champions, Gotham FC, against the 2025 NWSL Shield winners, Kansas City Current in Columbus, Ohio. Three athletes from ELF’s Empowering Legendary Females roster were on the field: Lo’eau LaBonta for Kansas City Current and Jaedyn Shaw and Jess Carter, who represented Gotham FC.

ELF Match Day Carpet

ELF’s presence extends beyond the field with the debut of the ELF Match Day Carpet, an integrated runway where players and fans alike can walk the carpet, turning VIP moments into a shared celebration of confidence, creativity and “game-day glow,” officials said. In the FanZone, fans wrote personalized notes to their favorite players across the league that ELF will send to them after the game. The International Dance League (IDL), a partner of ELF Cosmetics, made their NWSL debut with IDL pro dancers leading a live fan dance-along and the Match Day Dance Cam, while ELF UP! on Roblox brought an immersive soccer minigame to its growing gaming community.

Glow for Glory

At the 2026 NWSL Challenge Cup, ELF reignited Glow For Glory, a program created with the NWSL and designed to keep girls in sports. Through Glow For Glory, rising soccer stars had the opportunity to showcase their soccer skills for the chance to be selected “Pro for the Day” and earned a dedicated experience with an NWSL club.

House of Goal

From July 17–19, aligning with this summer’s men’s global soccer tournament, ELF will expand its soccer presence to the global stage, showing up in New York at FootballCo’s House of Goal, a soccer fan fest. Set against the backdrop of what is expected to be the most-watched sporting event in history, ELF will bring its vision for soccer, beauty, culture and community to fans from around the world.