ELF ‘Levels the Playing Field’ in Multi-Year Sponsorship with National Women’s Soccer League

ELF Cosmetics is the official makeup and skin care partner of the National Women’s Soccer League (NWSL).

The sponsorship reflects an ongoing dedication to democratize access for women in sports by using ELF’s platform to champion empower women and create a space to amplify their voices and unlock their full potential.

Leveraging a Culturally Relevant Sport

ELF is coming in at a time when soccer in the US is experiencing dynamic growth, underscoring its global popularity and cultural significance. The league continues to expand, with average attendance surpassing 11,000 per match in 2024 and viewership numbers climbing steadily, per the brand.

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, ELF and the league 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, per the brand.

“Of the few women who make it to C-Suite, 94% of them played sports,” said Kory Marchisotto, chief marketing officer, ELF Beauty. “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 US 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, ELF furthers its mission to democratize access for every eye, lip and face. We help level the playing field so everyone wins.”

‘Glow for Glory’ Contest

On a shared mission to inspire the next generation of changemakers, ELF 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 conversation about diverse, inclusive and equitable playing fields into high gear, brand officials said.

What’s more, ELF is the presenting partner of the NWSL Challenge Cup for the next three seasons, through 2027.

“We are thrilled to welcome ELF into the NWSL family of premier, world-class brand partners,” said Julie Haddon, chief marketing and commercial officer, NWSL. “Both ELF 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 ELF 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 ELF 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 ELF across digital, social and experiential channels.

ELF 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 others.