Exclusive: E.l.f. Cosmetics becomes first beauty sponsor of the National Women’s Soccer League

2 days ago 8

On Friday, E.l.f. Cosmetics announced it is joining the National Women’s Soccer League as its first beauty sponsor. It’s a first for the League, but not for E.l.f., which has been collaborating with the world of sports for the past five years.

E.l.f.’s women’s soccer partnership will kick off with Friday night’s 8 pm ET NWSL Challenge Cup, which it is sponsoring. And this is not a one-season deal; it will continue for the next three years.

E.l.f.’s partnership with the league will encompass the sponsorship of a contest dubbed the “Glow for Glory Contest,” through which E.l.f. and the NWSL will host an open soccer tryout in key markets to help develop young talent. “We want to inspire young girls to stay in sports, because we know when they stay in sports, they’re going to be stronger leaders — they’ll be part of a C-suite in the future,” said Patrick O’Keefe, E.l.f. Beauty’s chief integrated marketing officer..

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