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Fans will watch a video of Billie Jean King “Serving Facts!” as part of ELF’s Change the Board Game initiative, calling on businesses to increase diversity on corporate boards.
November 18, 2024
By: Lianna Albrizio
Associate Editor
ELF says it’s causing a racket at this year’s Billie Jean King Cup Finals by Gainbridge (BJKC), the women’s world cup of tennis, democratizing access to the best of beauty and to women’s sports.
As the exclusive skin and cosmetic partner, ELF will co-host the first semifinal match tonight where Chief Marketing Officer Kory Marchisotto will participate in the coin toss.
The BJKC features 12 national teams competing over six days; the remaining countries include Great Britain, Italy, Poland and Slovakia.
As part of a long-standing partnership with Billie Jean King Enterprises and a joint commitment to inclusivity, fans will watch a video of Billie Jean King “Serving Facts!” as part of ELF’s “Change the Board Game” initiative, calling on businesses to increase diversity on corporate boards.
The Women’s Sports Foundation reports that 94% of women in the C-suite are former athletes, with 52% of them having played at the collegiate level.
“Billie Jean King is the GOAT [Greatest of All Time] – as an athlete and as a human. She has been championing equality for over 50 years and inspires us to challenge the status quo,” said Marchisotto. “Girls have 1.3 fewer opportunities to play high school sports than boys – yet more than three-fourths of working women feel that participating in sports helped their self-image. At ELF, we found a kindred spirit in Billie Jean King and stand alongside her to lead the conversation for equality in women’s sports and beyond.”
ELF’s rally cry, “cause an ‘elf-ing’ racket is not only a call to action, but an engaging interactive fan experience. The Sit & Spritz makeup bar will feature “The Power of Billie Jean King” storytelling wall and the Power Pose photo moment.
The inaugural Power of Women’s Sports Summit will be held during the BJKC on Wednesday, Nov. 20. Co-hosted by Billie Jean King Enterprises and ELF, over 100 influential changemakers in sports, business and entertainment will be in attendance who are investing in women’s sports as a strategic marketplace.
Marchisotto and CNN’s Chief International Anchor Christiane Amanpour will discuss how ELF leverages its platform to make the world a better place for every eye, lip and face. Other speakers include Billie Jean King and Global Education Activist Malala Yousafzai, with CNN as the official media partner.
ELF will give virtual access to its global community through two exclusive Twitch experiences on the “ELF you!” channel: a fan-zone experience on Nov. 19 at 2 pm local and 8 am ET and the Summit on Nov. 20 at 9 am local and 3 am ET.
ELF also made a donation to the Billie Jean King Foundation, which focuses on the transformative power of sports, education and activism.
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