e.l.f. has officially partnered with the National Women’s Soccer League (NWSL), becoming the league’s first-ever beauty sponsor. This groundbreaking sponsorship underscores e.l.f.’s commitment to empowering women in sports while fostering a culture of inclusivity, accessibility, and inspiration.
The partnership comes when soccer’s popularity is soaring in the U.S., with NWSL attendance averaging over 11,000 fans per match in 2024 and television viewership continuing to rise. Despite this growth, many young girls drop out of sports at twice the rate of boys by age 14 due to lack of access, cost, social stigmas, and a shortage of role models. e.l.f. and NWSL are joining forces to change that narrative by investing in the future of women’s athletics.
“Of the few women who make it to C-Suite, 94% of them played sports. 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 (NWSL) is that gateway to opportunities,” said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “Soccer’s global momentum is unstoppable. In the U.S. 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, e.l.f. furthers its mission to democratize access for every eye, lip and face. We help level the playing field so everyone wins.”
One of the key initiatives of the partnership is the Glow for Glory Contest, which will host open tryouts in key NWSL markets, offering young athletes a chance to develop their skills and pursue professional opportunities. Additionally, e.l.f. will serve as the Presenting Partner of the NWSL Challenge Cup through 2027, further solidifying its dedication to the league and its players.
Billie Jean King Enterprises brokered the deal alongside Footballco, the media company behind INDIVISA, a platform dedicated exclusively to women’s soccer. Footballco will lead digital, social, and experiential activations for e.l.f. to amplify the partnership’s impact.
Beyond soccer, e.l.f. has long been a champion of women in sports, previously supporting the Billie Jean King Cup, the Professional Women’s Hockey League, and other female athletes breaking barriers. This latest partnership with the NWSL continues that mission, ensuring that the next generation of female athletes has the resources and support to thrive.