Professional race car driver Katherine Legge is preparing to attempt one of motorsports’ rarest feats.
On May 24, she'll compete in both the Indy 500 and Coca-Cola 600, becoming the first woman ever to attempt "The Double."
And e.l.f. Cosmetics is amplifying the effort across gaming, livestreaming, and race-day activations.
Only five drivers in history have attempted the 1,100-mile challenge, which requires drivers to switch between two disciplines within hours.
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The multi-platform campaign extends the beauty brand's four-year partnership with the iconic racer.
It arrives as brands increase investment in women’s sports and creator-led fan engagement to reach younger audiences.
"Katherine attempting 'The Double' is a reflection of what empowering.legendary.females. looks like in action — backing women who push boundaries and inspire the next generation to dream even bigger," Patrick O’Keefe, chief integrated marketing officer at e.l.f. Beauty, said in a press release.
The immersive activation also connects sponsorship to audience participation, giving fans ways to engage with Legge’s journey.
Gaming Magnifies the Fan Experience
Under the "eyes.lips.fuel." banner, the brand is creating fan experiences both at the track and online to expand the campaign’s reach.
At the Indy 500 and Coca-Cola 600 fan zones, attendees can explore a storytelling wall documenting Legge’s career.
They can also leave supportive messages and get access to limited-edition merchandise.
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Meanwhile, e.l.f. SKIN will distribute complimentary SPF products on-site.
Online, the brand is integrating the campaign where fans can:
- Access racing-themed Snapchat lenses
- Race inside e.l.f.UP! on Roblox
- Follow live Twitch coverage through the elfyou channel
"This challenge is about pushing through perceived limits, betting on yourse.l.f., taking risks and trying to do something unique.
I am so incredibly grateful to e.l.f. for believing in what this moment represents and for building a community around it," Legge shared.
As gaming and sports communities continue to overlap, marketers are treating interactive platforms as year-round engagement channels.
Women Still Face Racing Barriers
e.l.f. centers the campaign around the visibility and sponsorship gaps women continue to face in motorsports.
According to data shared by the company, women receive just 1% of all sports sponsorships and only account for 4% of drivers on the track.
Women are also twice as likely to leave racing within five years, highlighting that retention issues remain tied to funding, access, and industry support systems.
A 2023 More than Equal study also found that female motorsports fans are younger and newer to the sport.
The good news for e.l.f. is that 60% are more likely to support brands backing women drivers.
"At e.l.f., we believe culture moves forward when more women are given the opportunity to own their stories, break barriers and redefine what is possible," O’Keefe added.
"Together, we are building experiences that invite our community into that journey and remind every eye, lip and face that the road opens wider when women are in the driver’s seat."
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This brand activation shows how sports marketing now depends as much on community access as broadcast visibility.
- Representation influences participation. Brands should support visible role models to encourage broader participation in historically restricted industries.
- Interactive media sustains engagement. Teams should use multi-platform rollouts to sustain engagement across audiences.
- Long-term sponsorship builds credibility. Marketers should maintain athlete partnerships to strengthen audience trust and community loyalty.
When participation and visibility are tied together, sponsorships gain stronger cultural relevance and audience connection.
Our Take: Can Sports Sponsorship Drive Real Inclusion?
Yes, we believe so, but only when brands support real participation.
e.l.f. goes further than logo placement by tying Legge's "The Double" attempt to accessibility, fan interaction, and long-term investment in her career.
We are seeing brands position sports deals around community involvement as younger consumers expect deeper engagement.
For brands entering women's sports and motorsports, the opportunity now lies in building ecosystems that improve visibility, retention, and access.
Women’s sports sponsorships continue growing, with CarMax signing multiyear deals with Paige Bueckers and Donovan Mitchell.
Brands looking to build stronger cultural campaigns in sports may benefit from partnering with these top sports marketing agencies in our directory.
