e.l.f. Cosmetics announced a multi-year sponsorship with the National Women’s Soccer League (NWSL) on March 7, 2025, becoming the league's official makeup and skincare partner. This partnership aims to empower women and girls in sports and expand e.l.f.'s brand reach.
The collaboration builds on e.l.f.'s commitment to supporting underrepresented women's sports and inspiring the next generation of athletes. This is a significant marketing investment to connect with a growing audience of female sports fans.
The NWSL partnership is expected to provide e.l.f. with a platform to engage with its community through various activations and content, reinforcing its values of positivity, inclusivity, and accessibility.
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