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Building on the brand’s National Women’s Soccer League partnership, e.l.f. will create fan-first experiences this season.
June 12, 2025
By: Rachel Klemovitch
Assistant Editor
E.l.f. Cosmetics continues its commitment to Empower.Legendary.Females. by teaming up with National Women’s Soccer League clubs—San Diego Wave FC and Kansas City Current.
The brand will create immersive, fan-first experiences that bring beauty, sport, and community together.
Patrick O’Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty, said,
“Teaming up with San Diego Wave and Kansas City Current for these fan-first moments—and through our partnership with the NWSL—is about more than visibility; it’s about creating meaningful impact.”
In San Diego, e.l.f. will join Wave FC as a Presenting Sponsor on June 22, 2025, at the Club’s Pups at the Pitch match.
As part of the match, Wave FC is partnering with The Animal Pad, a local dog rescue, to feature adoptable pups in-venue, including a photo moment as Wave FC players arrive at Snapdragon Stadium.
Fans will also have the opportunity to adopt the dogs at the match.
On August 16, 2025, e.l.f. will head to Kansas City Stadium as the KC Currents for Orlando Pride.
Kansas City Current SVP of Commercial Missy Jenkins, commented,
“Ahead of our August 16th match against Orlando Pride, e.l.f. is partnering with the Kansas City Current to create a one-of-a-kind activation at CPKC Stadium, the first stadium in the world purpose-built for a women’s professional sports team.”
Both matches will feature experiential, on-site activations designed to celebrate fandom and inspire the next generation of players.
The e.l.f. Training Center will invite the community to test their soccer skills, recharge in a glow-up recovery area, and envision themselves as a soccer star through a photo experience and custom trading cards.
A storytelling wall will highlight iconic female soccer legends, and the events will be livestreamed on the brand’s Twitch channel.
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E.l.f. Supports Katherine Legge at NASCAR’s Coca-Cola 600 Weekend
E.l.f. Cosmetics Attends the Billie Jean King Cup Finals
E.l.f. Designs Accessible Packaging in Collaboration with Anastasia Pagonis
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