e.l.f. Expands Its Impact in Women's Soccer: New Talent, New Cities, and Deeper Community Engagement with the NWSL

Record NWSL Viewership and Fan Engagement Anchor e.l.f.'s Strategy

Amid record-breaking growth in the National Women's Soccer League (NWSL)—with 2.62 billion total minutes viewed across all platforms in 2025 and a 68% surge in TikTok engagement—e.l.f. Beauty is doubling down on its partnership by adding new faces, new cities, and new opportunities for both players and fans.

e.l.f. Cosmetics and e.l.f. SKIN, leading brands under e.l.f. Beauty (NYSE:ELF), are leveraging this momentum as they enter the second year of their three-year alliance with the NWSL. Their 2026 announcement introduces rising star Ally Sentnor and expands their presence into Boston and Denver, bringing representation to all 16 NWSL markets. The partnership is strategically positioned to ride the wave of the global women’s soccer fanbase, which is projected to grow nearly 40% by 2031, making it a top-five sport worldwide.

Partnerships with Rising Talent and Community Investment Take Center Stage

Ally Sentnor, the No. 1 overall pick in the 2024 NWSL Draft and 2024 U.S. Soccer Young Female Player of the Year, joins a robust roster of e.l.f.-sponsored athletes, including Jaedyn Shaw, Jess Carter, and Lo’eau LaBonta. Each player not only embodies positivity, accessibility, and inclusivity but also directs e.l.f. philanthropic support to charities making local differences.

Broader Reach: Entering Boston and Denver to Complete All 16 NWSL Markets

In 2026, e.l.f. will activate its presence in Boston and Denver, completing its footprint across all NWSL markets. This move is aligned with a multi-year vision to create real impact—both through in-stadium experiences and broader community initiatives—while supporting athlete voices and providing access for more girls and women in sport.

The company’s “Glow For Glory” competition will expand, adding more locations and extending the competition period so more girls can participate and feel empowered. Plus, e.l.f.'s partnership with SoccerGirl (the largest women's soccer-dedicated channel) will deliver immersive, on-the-ground engagement in underserved "beauty desert" communities.

Brand Alignment and Ongoing Commitment to Breaking Barriers in Sports

e.l.f.’s ongoing support for high-visibility women’s sports properties—including the Billie Jean King Cup, the Professional Women's Hockey League, and partnerships with athletes in NASCAR, wrestling, and the Paralympics—amplifies their message of inclusivity and breaking norms. Their involvement in the NWSL’s Broadcast Bootcamp will help women athletes transition beyond the pitch and into media, furthering career opportunities and visibility.

Takeaway: e.l.f. Leverages Cultural Momentum to Drive Access and Empowerment

e.l.f.’s increasing visibility and engagement in the NWSL is not just about marketing—it’s a strategic bet on the rapid expansion of women’s soccer. By fostering dialogue, supporting athletes, and funding community initiatives, e.l.f. positions itself not only as a beauty brand but as a catalyst for cultural change. As women's soccer continues its steep trajectory, the business case for brands like e.l.f. to invest—consistently and authentically—appears stronger than ever. Investors and fans alike may want to keep a close eye on how this partnership helps move the needle both on and off the field in 2026 and beyond.

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