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April 9, 2025
Can e.l.f. Cosmetics Drive New Interest in Its Product via Partnerships in Women’s Sports?
It’s no secret that e.l.f. Cosmetics has made a name for itself amid an extremely crowded beauty category, offering everything from mascara, eyeliner, and lipstick to moisturizer and skincare serum — as well as all of the brushes and tools needed.
Now, as part of a seemingly strong commitment to attract the attention of the next generation of women, e.l.f. is expanding its product partnerships in the realm of women’s sports, as Forbes detailed.
Most recently, e.l.f. has added Olympic gold medalist and Minnesota Frost star Kendall Coyne Schofield to its lineup of sponsored athletes, a list that also includes race car driver Katherine Legge and Paralympic swimmer Anastasia Pagonis.
“I think like me, e.l.f. is committed to inspiring confidence in women and empowering them to break barriers. I’m proud to bring that shared value to the PWHL community and fans,” Coyne Schofield said.
“While e.l.f. Cosmetics has always stood for ‘eyes. lips. face.’, the brand is embracing a refreshed meaning: ’empowered. legendary. females.,’ Forbes contributor Caroline Fitzgerald wrote.
In conjunction with e.l.f., Coyne Schofield recently hosted a group of young players at a Minnesota Frost game, providing a rare chance to experience pro women’s hockey.
“Empowering women is core to e.l.f.’s purpose, and they are consistent in showing up for women in spaces others don’t,” Coyne Schofield said. “They said, ‘Hey, we want to be a part of this. We want to represent the voice that’s been underrepresented for so long — and that’s been women’s hockey.’”
At the core of the issue, for Coyne Schofield and e.l.f. alike? Authenticity backing a brand’s claims.
“Being authentic will help brands be successful when they are marketing in places where women are vastly underrepresented — like women’s sports,” said Coyne Schofield.
e.l.f. Backed National Women’s Soccer League Earlier This Year
For its part, e.l.f. has been ramping up efforts to move its brand into women’s sports in a serious way, announcing a multi-year sponsorship program via the National Women’s Soccer League (NWSL) in March of this year.
“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, CMO for e.l.f. Beauty.
e.l.f. partnered with Billie Jean King Enterprises as well as FootballCo in negotiations leading to this partnership.
Interest in Women’s Sports Growing at a Rapid Pace
e.l.f. may be wise to place itself at a central point in the story of women’s sports more broadly. According to a 2023 Nielsen report, “interest in women’s sports is growing at a meteoric pace.” The audience measurement firm gestured toward that year’s NCAA women’s final between Iowa and LSU — an event that drew an audience of 10 million viewers, up 103% versus the year prior.
Further, a 2025 Deloitte report suggested that the business of women’s sports could be considered an “exponential growth story,” with total revenues surging from $692 million in 2022 to $1.88 billion in 2024, with an even greater figure of $2.35 billion projected for 2025.
“Women’s sports are growing by rewriting the playbook and doing things differently. The focus now moves beyond demonstrating potential to helping build a lasting legacy of success by delivering unique and tailored experiences,” the report stated.
Discussion Questions
Will e.l.f. Cosmetics see increased brand awareness and sales as a result of its prominent partnerships in the women’s sports space? Will competitors follow suit?
Which women’s sports, sports leagues, or sporting events are most ripe for branding and sales opportunities? Which less-obvious contenders are worth mentioning?
Which other retailers are most likely to consider sponsorships or sales events to coincide with the apparent growth in viewership and attendance of women’s sports?
Poll
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This is brand boosting and amplifying so, yes, it should translate into higher sales. The superstars of female sports are also very often influencers with massive followings, so their association with the brand is also powerful. Elf is, of course, simply joining an array of beauty brands that are already using the platform of women’s sports to help showcase themselves to wider audiences.
E.L.F. Cosmetics can significantly increase its visibility and align with its values of empowerment and diversity by partnering with women’s sports organizations.
The association can help to attract a broader audience, especially among sports fans, leading to increased brand loyalty and sales. In order to tap into this growing market and enhance their own brand image, competitors may also pursue similar partnerships.
Due to its growing popularity and diverse fan base, the Women’s National Basketball Association (WNBA) offers excellent branding opportunities. Moreover, since international competitions have increased visibility, the National Women’s Soccer League (NWSL) is gaining traction.
There are also less-obvious competitors such as the Ladies Professional Golf Association (LPGA) and the Women’s Tennis Association (WTA), both of which have global audiences and appeal to a broad audience.
Retailers may be challenged by budget constraints since sponsoring sports events can require significant financial investment.
Furthermore, selecting the appropriate sport or event that aligns with the brand values and target audience may prove challenging. Additionally, retailers may be forced to raise sponsorship costs as a result of competition among themselves to partner with popular leagues.
e.l.f Cosmetics stood out for their humorous spot during Super Bowl LVIII in 2024. It’s exciting to see e.l.f’s continued leadership in supporting women who love sports — and investing early.
There’s genuine momentum in women’s sports. Expect excitement to build due to investment in women’s leagues (WNBA, PWHL) and major events (FIFA Women’s World Cup 2027 and Los Angeles 2028 Olympics).
e.l.f.’s move into women’s sports is a smart play that taps into a growing and passionate audience. By partnering with athletes in underrepresented sports like women’s hockey, they’re positioning themselves as a brand that values inclusivity. It’s a strategic move that can help them connect with the values of younger consumers. Competitors should pay attention.
e.l.f. will absolutely gain attention and sales from its move into women’s sports not only because it’s smart marketing, but also because no one else in beauty is doing it this boldly.
Most brands talk about empowerment but don’t show up where it actually matters. I think other retailers will copy this strategy once they see it working.
Women’s hockey and football are the obvious bets, but I’d watch for categories like track and field or even women’s combat sports as there is big followings there but low brand clutter.
Retailers targeting for younger, value-driven shoppers should be jumping in now, not later.