In year one of their three-year partnership, e.l.f. Beauty and the National Women’s Soccer League (NWSL) marked their collaboration by activating at the 2025 NWSL Championship in San Jose, California. As the league’s first official makeup and skincare partner, e.l.f. aims to bring its “community-fueled spirit” to increase access, representation and fan engagement both on and off the pitch.
The 2024-2025 NWSL season delivered strong growth: total minutes viewed reached a league-record 2.62 billion across platforms, and viewership among women age 18-34 rose 30% year-over-year. Against that backdrop, e.l.f.’s marketing and partnership activation strategy centered on three major fronts: elevating women’s sports globally, amplifying diverse storytelling, and opening new opportunities for girls and young women in sports and media.
During Championship Week, e.l.f. rolled out several immersive, fan-first activations: they presented the “Goalkeeper of the Year” award, launched a “Glow for Glory” competition where a finalist won a VIP pro-for-a-day experience, activated a “Junior Reporter” program for young women aspiring to sports journalism, hosted a Fan Fest, and launched a soccer-themed experience in their “e.l.f. UP!” metaverse on Roblox. The brand also streamed live on Twitch, featuring creator-hosted walkthroughs, player interviews and behind-the-scenes moments.
The NWSL described e.l.f. as making the league “more accessible, more joyful, and more reflective of the communities we serve.” As they move into year two, e.l.f. intends to scale the initiative of self-expression, access and representation so that every girl can see herself as part of the game.
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