E.l.f. Beauty has turned the global love of soccer into a runway for its cosmetics, staging a series of in‑person experiences that intertwine makeup, music and interactive play during the sport’s biggest moments.
A Multi‑Year Partnership with the NWSL
The brand announced a multi‑year agreement that makes it the official makeup and skin‑care partner of the National Women’s Soccer League. The deal, first reported in early 2025, positions E.l.f. at the heart of women’s professional soccer in the United States, a market where 25% of fans now watch exclusively women’s matches.
To bring the partnership to life, E.l.f. set up a pop‑up activation at the House of Goal, a cultural soccer fan festival held in New York from July 17‑19. The space featured live performances, makeup stations and a Roblox‑based soccer minigame that let fans create their own virtual kits while earning exclusive E.l.f. merchandise.
Highlighting the NWSL Challenge Cup
During the 2026 NWSL Challenge Cup, E.l.f. served as the presenting sponsor, debuting a halftime show that blended music and beauty. Singer‑songwriter Amber Mark performed on stage, while Latin Grammy winner Joaquina delivered the national anthem and hosted meet‑and‑greets with supporters. The event also showcased a live fan dance‑along choreographed by the International Dance League, another E.l.f. partner.
The brand’s outreach extended beyond the stadium. By targeting the roughly 32% of U.S. soccer fans who identify as Hispanic or Latino, E.l.f. tailored its messaging and activations to resonate with that community, reinforcing its reputation as a disruptor in inclusive beauty marketing.
Business Impact
The strategy appears to be paying off. E.l.f. reported a 25% increase in net sales for the 2026 fiscal year, a growth spurt that executives attribute to the “disruptive marketing engine” that lifted unaided brand awareness from 13% in 2020 to 45% in 2025.
With a strong foothold in both the beauty and sports arenas, the company is poised to deepen its engagement with soccer fans worldwide, turning every match, chant and goal into an opportunity to connect with new audiences.