ELF Skin & Billie Jean King Celebrate the 50th Anniversary of ‘Battle of the Sexes’ for Next Generation of Women in Sports

ELF Skin and equality champion Billie Jean King are teaming up to commemorate the 50-year milestones of the “Battle of the Sexes” and equal prize money at the US Open.

 

This year marks the anniversary of three pivotal moments in sports history: Billie Jean King's founding of the Women’s Tennis Association; her pivotal leadership in 1973 to secure equal prize money for both male and female competitors at the US Open; and her iconic victory over former No. 1 ranked tennis player Bobby Riggs in the “Battle of the Sexes.” These events propelled sports, particularly women’s sports, towards a more equitable future.

 

On Wednesday, September 20 – the 50th Anniversary of Billie Jean King’s iconic “Battle of the Sexes'' victory at the Houston Astrodome – People and Elf will celebrate Women Changing the Game, and equal play, equal pay, with a drone show in Houston with the drone show. This will be live streamed on ELF’s TikTok and Instagram channels.  

 

“Billie Jean King has been such a courageous advocate for gender equality,” said Patrick O’Keefe, vice president of integrated marketing communications, ELF Beauty. “We’re thrilled to partner with such a force in the industry to celebrate these milestone anniversaries and empower women in sports. There is an undeniable synergy between ELF and Billie Jean King as it relates to breaking boundaries, creating inclusion and empowering others.”

To further impact positive change, ELF is donating $50,000 to the Billie Jean King Leadership Initiative and invited four emerging tennis talents, selected by the John McEnroe Tennis Academy, to meet Billie Jean King at the US Open as well as watch Coco Gauff win the women’s finals. As ELF Skin’s Holy Hydration and Suntouchable skin care collections are staples in Billie Jean King’s routine, ELF Skin also gave these Holy Grails to the four athletes for their skin care routines.

 

“It is an honor to partner with ELF Skin, be part of their commitment to equality, and meet this impressive group of women,” said Billie Jean King. “There is always more work to be done, and I appreciate that ELF Skin recognizes this and truly stands with every eye, lip, face and skin concern.”

 

This partnership follows ELF’s recent collaborations that feature inspirational women like Anastasia Pagonis (a paralympic swimmer and world-record holder); Katherine Legge (one of the world’s top women race car drivers); and Kathleen Belsten (aka Loserfruit, one of the world’s top women gamers) that expand upon the brand’s purpose pillar of empowering and uplifting others with a focus in sports and gaming.