E.l.f. Cosmetics and e.l.f. Skin will be present at the National Women’s Soccer League (NWSL) Championship presented by Google Pixel, in San Jose, California.

This follows a milestone first year of a three-year partnership with the NWSL. 

Through immersive, fan-first activations across four days, November 19 – 22, e.l.f. is bringing its community-fueled spirit to keep girls in the game and democratize access on and off the pitch.

Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty, said, 

“As we close an extraordinary year with the NWSL, we’re continuing to show up in unexpected places—with our community at the heart of every decision. For us, this goes far beyond game-day moments. It’s about uplifting the overlooked, amplifying the unheard, and shining a light on stories that deserve to be seen. This year, we’ve driven impact across three major fronts: elevating women’s sports on the global stage, expanding representation through purpose-led storytelling, and opening new doors for the next generation to rise.”

Throughout the Championship Week, e.l.f. will bring the spirit of self-expression and empowerment to life across multiple touchpoints:

Goalkeeper of the Year

E.l.f. will present the Goalkeeper of the Year Award at the first NWSL Awards Show on November 19 (2:30-3:30pm PT)—spotlighting one of the game’s most demanding and awe-inspiring positions. Catch the NWSL Awards Show live on ESPN2 at 2:30pm PT.

Glow for Glory

On November 20 from 9:30am-1:00pm PT, the finalists of the ‘Glow for Glory’ debut competition will perform live in front of coaches and NWSL pros. One winner will be selected to live the life of an NWSL Pro for a Day and be awarded a VIP experience with an NWSL club – training, living, and slaying like one of their soccer heroes.

Junior Reporter Program

An NWSL activation presented by e.l.f., was established to empower the next generation of changemakers through its Junior Reporter initiative, offering one aspiring young journalist the opportunity to cover the Championship and spotlight stories of women leading both on and off the field.

NWSL Fan Fest

Fans attending the Championship game are invited to experience e.l.f.’s interactive activation at Fan Fest, featuring product experiences, giveaways, photo ops, and a guest appearance from Melanie Barcenas of the San Diego Wave FC, and a member of e.l.f.’s talent roster.

Roblox Launch

Launching inside the e.l.f. UP! metaverse on Roblox, the all-new Power Grip Sports Complex invites players to complete soccer-themed quests and unlock in-game rewards.

Twitch Livestream

On Saturday, November 22, from 2:00-3:00pm PT, tune in live on e.l.f.’s Twitch channel, e.l.f. YOU!, for real-time coverage of the Fan Fest experience. The stream will feature creator-hosted walkthroughs, player interviews, product moments, and behind-the-scenes glimpses of everything happening on the ground in San Jose.

Championship

The game airs live on CBS and Paramount+ at 5:00pm PT. With a matchup between Gotham FC and Washington Spirit, e.l.f. is proud to support members of our e.l.f. family, Jess Carter and Jaedyn Shaw, as they leave it all on the pitch for a chance at a championship victory.

As the partnership enters year two, they will continue scaling moments that celebrate self-expression, unlock access, and build a future where every girl knows there’s a place for her in the game.

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