e.l.f. Cosmetics Is Playing the Long Game in Women's Soccer

e.l.f. Cosmetics is showing up on the field, in the stands, and now at the center of the summer's biggest soccer moments.

The brand kicked off its 2026 Summer of Soccer by presenting the NWSL Challenge Cup and participating in House of GOAL, FootballCo's fan festival.

The push builds on e.l.f.'s existing NWSL partnership and its "Empowered.Legendary.Females." platform.

"Soccer is a cultural force and e.l.f. has always been at the intersection of what our community lives and breathes," Patrick O'Keefe, chief integrated marketing officer at e.l.f. Brands, said in a statement.

"We are building fandom, telling the stories of extraordinary women who are shaping the future of this game, and creating experiences that prove beauty and sport have always belonged together."

The audience for U.S. women's soccer continues to grow by the day.

Research provided by the brand shows that 63% of U.S. soccer fans watch the women's game, with a quarter following it exclusively.

For e.l.f., the focus is on building brand awareness among fans who trust companies that invest in women's sports.

Fans Get the Full Match Day

Held last June 26 in Columbus, the NWSL Challenge Cup pits 2025 champions Gotham FC against Shield winners Kansas City Current.

Three athletes from e.l.f.'s roster take the field:

• Lo'eau LaBonta for Kansas City
• Jaedyn Shaw for Gotham
• Jess Carter for Gotham

Ahead of kickoff, e.l.f. debuts the Match Day Carpet, giving fans the chance to walk alongside players.

In the FanZone, supporters wrote notes to players across the league, which e.l.f. delivered after the final whistle.

Meanwhile, Dance League pros led a fan dance-along, and e.l.f. UP! brought a soccer minigame to Roblox.

The makeup brand also had singer Amber Mark headline the halftime show and Joaquina perform the National Anthem.

It's a booking that played to the brand's Hispanic customer base, which the brand said makes up 18% of its households.

Lastly, e.l.f. revived "Glow For Glory," a program with the NWSL that gives young players a "Pro for the Day" experience training with an NWSL club.

From July 17 to 19, the brand goes into House of GOAL in New York, aligning its presence with the World Cup final.

Women's Soccer Fandom

More than half of U.S. women over 13 identify as sports fans, and nearly two-thirds of soccer fans in the country watch the women's game.

Instead of trying to convert new viewers, e.l.f. spent its budget on access with sideline moments, fan notes to players, and a youth development program.

The brand shows that it's trusting in the loyalty and support of women's soccer fans.

e.l.f.'s approach offers three lessons for brands looking to build stronger sports partnerships:

• Lead with fan data, not guesswork. e.l.f. built the Match Day Carpet and FanZone around research on who was already watching. It didn't design activations first and hope fans showed up.
• Build a direct channel between fans and the people they follow. The FanZone letter program routes fan messages straight to NWSL players after the match, giving supporters a concrete action.
• Fund a specific program tied to your sponsorship, not just the event itself. Glow For Glory sends one selected player through a "Pro for the Day" experience with an NWSL club, giving e.l.f. a tangible outcome to point to.

Our Take: Does e.l.f. Actually Stick Around?

Sponsorship money is easy, but showing up after the checks clear is the hard part.

Anyone can buy a halftime show, but funding a teenager's shot at a pro locker room only pays off if the brand is still around to see it through.

We think that if e.l.f. renews "Glow For Glory" next year, that's the real proof that this is more than a one-off marketing push.

And fans will surely notice. 

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