For the first time at this year’s Billie Jean King Cup Finals by Gainbridge (BJKC), the women’s world cup of tennis, e.l.f. Cosmetics aims to democratize access to the best of beauty and women’s sports for every eye, lip, and face.
 
As part of a long-standing partnership with Billie Jean King Enterprises and a joint commitment to inclusivity, e.l.f. will share a video of Billie Jean King “Serving Facts!” as part of e.l.f.’s “Change the Board Game” initiative. 
 
As the exclusive skin and cosmetic partner, e.l.f. will co-host the first semifinal match tonight: Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty will participate in the coin toss to start the match. 
 
Kerstin Lutz, CEO, Billie Jean King Cup Limited, commented, 
 
“We are very happy to have e.l.f. Beauty partnering with the Billie Jean King Cup. e.l.f. has been an incredible partner, bringing fun and energy to this year’s Billie Jean King Cup through their activations, which have greatly enhanced the experience at the venue for our fans.”
 
The BJKC features 12 national teams competing over six days; the remaining countries include Great Britain, Italy, Poland, and Slovakia.
 
Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty, said, 
 
“At e.l.f., we found a kindred spirit in Billie Jean King and stand alongside her to lead the conversation for equality in women’s sports and beyond. We are committed to using our platform to champion the underdogs and create a space to amplify their voices and unlock their full potential.”
 
E.l.f. has also donated to the Billie Jean King Foundation, which focuses on the transformative power of sports, education, and activism.
 
The inaugural Power of Women’s Sports Summit will be held during the BJKC on November 20. Co-hosted by Billie Jean King Enterprises and e.l.f., over 100 influential change-makers in sports, business, and entertainment will attend who are investing in women’s sports as a strategic marketplace.
 
Marchisotto and CNN’s Chief International Anchor Christiane Amanpour will discuss how e.l.f. leverages its platform to make the world a better place for every eye, lip, and face. 
 
Other speakers include Billie Jean King and Global Education Activist Malala Yousafzai, with CNN as the official media partner.
 
Ilana Kloss, Board Chair, Billie Jean King Cup Limited, stated, 
 
“It’s valuable to have a partner like e.l.f. whose commitment to uplifting and empowering women aligns so naturally with our mission… Together, we’re amplifying the voices of women worldwide and celebrating their achievements.”
 
This “Cause an e.l.f.ing racket” campaign was co-created by e.l.f.’s partner, Day One Agency, who also supported the Indy 500 Lip Oil Change activation, recently recognized with two prestigious Clio Sports Awards.
 
e.l.f. will also give virtual access to its global community through two exclusive Twitch experiences on the “e.l.f. you!” channel on November 19 and the Summit on November 20.

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