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Beauty brand will also co-host the inaugural Power of Women’s Sports Summit with iHeartMedia’s Women’s Sports Audio Network.
August 21, 2024
By: Christine Esposito
Editor-in-Chief
ELF—No. 20 in Happi’s 2024 Top 50— is joining forces with the Billie Jean King Cup by Gainbridge (BJKC), billed the women’s world cup of tennis, in a new multi-year global partnership. The fast-growing beauty company has been named the exclusive skin and cosmetic partner of the event, which is the world’s largest annual international team competition in women’s sports.
In addition, ELF will co-host the inaugural Power of Women’s Sports Summit.
The tournament finals will be held in Málaga, Spain on November 13 – 20, 2024; the companion Power of Women’s Sports Summit is slated for November 20.
“84% of sports fans are interested in women’s sports – 49% of them are women – and yet only 15% of media coverage is women’s sports. The math is not mathing. So, we are causing an ‘e.l.f.ing’ racket; to help democratize the playing field. You can’t create real equality if the awareness to build a fan base isn’t there. ELF is stepping up to help shape the conversation. By creating access, we inspire change and empower others to do the same,” said Kory Marchisotto, CMO.
ELF has alliances with other female athletes—on the race track Indy 500 driver Katherine Legge, on the ice with Kendall Coyne Schofield, and in the pool with Anastasia Pagonis.
The beauty brand is one of the leaders in rising category of sports marketing focused on female athletes.
BJKC is the first annual global sporting competition named after a woman. The Power of Women’s Sports Summit is expected to bring 100 of the most influential change makers in sports, business and entertainment together on a global stage to celebrate progress and raise awareness of the ongoing journey for advancing gender equality in sports and the positive impact it has on athletes, fans and potential sponsors.
“ELF champions diversity and believes that self-expression is the key to unlocking beauty for any individual. The brand’s ethos aligns seamlessly with the Billie Jean King Cup’s commitment to excellence, equality, and empowerment, and we are thrilled to welcome them as a partner,” said Billie Jean King Cup Limited Chair Ilana Kloss. “Their dedication to inclusivity and impact mirrors our mission to promote equality and excellence in women’s sports. This partnership will inspire athletes and fans alike, highlighting the beauty of diversity and the strength of unity.”.
ELF is a founding partner of iHeartMedia’s recently launched iHeart Women’s Sports Audio Network, the first audio platform dedicated exclusively to women’s sports designed to amplify well-known and new influential women athletes and relevant programming to listeners nationwide. As part of its partnership, ELF will host a live recording of “The Rennae Stubbs Tennis Podcast” in the fan zone at the summit.
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