E.L.P Beauty Strengthens Partnership With the National Women’s Soccer League
E.L.P Beauty, through its Cosmetics and e.l.f. SKIN, has announced major expansions for the second year of its groundbreaking three-year partnership with the National Women’s Soccer League (NWSL). The collaboration reflects a shared vision between beauty and sport to amplify women’s voices, increase opportunities for female athletes and inspire the next generation of empowered.legendary.females. As the partnership continues into 2026, the brands are introducing new athlete collaborations, market expansions and fan engagement initiatives designed to deepen the connection between women’s soccer and cultural storytelling.
Ally Sentnor Joins the e.l.f. Athlete Roster
A centerpiece of the 2026 expansion is the signing of rising soccer star Ally Sentnor, who plays for the Kansas City Current. Sentnor quickly became one of the most talked-about young players in professional soccer after being selected as the No. 1 overall pick in the 2024 NWSL Draft and earning recognition as the 2024 U.S. Soccer Young Female Player of the Year. Her addition to the e.l.f. roster represents the brand’s commitment to spotlighting athletes who embody positivity, ambition and inclusivity both on and off the field. Sentnor will serve as a brand ambassador and participate in campaigns, community programs and fan engagement events designed to elevate the role of women athletes in culture.
Expanding a Team of Influential Athlete Ambassadors
With the addition of Sentnor, e.l.f. now partners with several standout players across the league. These include Jaedyn Shaw of Gotham FC, Jess Carter also of Gotham FC, and Lo’eau LaBonta of the Kansas City Current. Each athlete brings a unique story and perspective to the partnership, helping the brand showcase the diverse identities, personalities and experiences that define modern women’s sports. Together these athletes represent a new generation of soccer leaders who are inspiring young players and fans through authenticity and confidence.
Athletes Align With e.l.f.’s Purpose-Driven Values
Sentnor expressed enthusiasm about joining the brand, emphasizing the alignment between her personal values and e.l.f.’s mission. She highlighted the importance of leaving the sport better than she found it and helping players and fans experience the positive impact soccer can bring to communities. The partnership, she noted, provides an opportunity to use her platform to inspire younger players while promoting inclusivity and opportunity within the sport. By working with athletes who share these values, e.l.f. continues to build a network of role models committed to shaping a more equitable and inspiring sports environment.
Community Impact Through Charitable Donations
A core element of the partnership is community impact. e.l.f. has committed to making charitable donations on behalf of each athlete ambassador to organizations that matter deeply to them. These donations support initiatives such as Football for Her, Mercy Street, Bishop Sullivan Center, The Prospect KC and South Bronx United. By empowering players to direct philanthropic contributions to organizations close to their hearts, the brand reinforces its commitment to meaningful social impact beyond marketing campaigns.
Expansion Into New NWSL Markets
For the 2026 season, e.l.f. is expanding its presence to additional soccer markets, including Boston and Denver. This expansion strengthens the brand’s connection with the league’s rapidly growing fanbase and brings e.l.f. activations to all 16 NWSL markets. These markets include major soccer hubs such as Chicago, Houston, Kansas City, Los Angeles, Louisville, New York City, Orlando, Portland, San Diego, San Francisco, Seattle, Salt Lake City and Washington, D.C.. This national footprint allows the brand to connect with communities across the country through matchday activations and grassroots engagement.
Record-Breaking Growth in Women’s Soccer
The continued expansion of the partnership reflects the extraordinary growth of women’s soccer. The NWSL achieved record viewership numbers during the 2024–2025 season, with a total of 2.62 billion minutes viewed across platforms. Social media engagement has also surged, particularly on platforms such as TikTok, where the league’s follower base doubled and engagement increased significantly. Women aged 18–34 are increasingly engaging with women’s soccer content, highlighting the sport’s growing cultural influence. Analysts expect the global women’s soccer fanbase to grow by nearly 40 percent by 2031, positioning it among the world’s most popular sports.
A First-of-Its-Kind Beauty Partnership in Women’s Soccer
e.l.f. serves as the first official makeup and skincare partner of the NWSL and the presenting partner of the NWSL Challenge Cup through 2027. This partnership represents a pioneering moment in sports marketing by integrating beauty brands into the culture of professional soccer. Rather than relying solely on traditional advertising, the partnership focuses on experiences, storytelling and athlete empowerment. The goal is to redefine the relationship between beauty, sport and self-expression while encouraging fans to see their own potential reflected in the athletes they admire.
Building a Cultural Movement at the Intersection of Beauty and Sport
According to the brand’s leadership, the collaboration is about much more than sponsorship. The partnership is designed to create a movement that merges beauty and sport while fostering inclusive communities around the game. Soccer’s status as the most widely played girls’ team sport in the world provides an opportunity to break down barriers and expand access to participation. By investing in programs that encourage youth engagement and representation, the partnership helps ensure that talented players have pathways to succeed while fans can connect through shared experiences.
Expanded Fan Experiences for the 2026–2027 Season
During the upcoming seasons, e.l.f. will roll out expanded matchday activations across NWSL markets. These activations will include interactive fan experiences, athlete meet-and-greets and community programs that bring soccer and beauty culture together in creative ways. The brand will also deepen its collaborations with players to develop content, campaigns and storytelling initiatives that highlight their journeys, personalities and achievements. By placing athletes and fans at the center of the partnership, e.l.f. aims to create a community that celebrates individuality and confidence.
The Glow For Glory Program Returns With Expanded Opportunities
One of the key initiatives returning for the new season is the Glow For Glory competition. Originally launched to inspire young athletes, the program will expand its timeline and geographic reach to welcome more participants. Girls across multiple locations will have the chance to showcase their soccer skills, build confidence and connect with mentors. The program will also include personalized engagement experiences designed to ensure that each participant feels recognized and supported throughout the competition.
New Collaboration With SoccerGirl Media Platform
Another major addition to the partnership is a collaboration with SoccerGirl, the largest channel dedicated exclusively to women’s soccer. Through this partnership, e.l.f. will travel to communities across the United States to connect directly with fans. The initiative will focus particularly on beauty deserts and underserved communities where access to beauty products and sports resources may be limited. Players will participate in open conversations about the realities of women’s soccer while creating authentic content that celebrates community pride and encourages participation in sports.
Key Moments During the NWSL Season
The brand will also play a prominent role during some of the biggest events on the league calendar. During the NWSL Challenge Cup, presented by e.l.f., the company will host fan activations celebrating the league’s champions, including Gotham FC and the Kansas City Current. The brand will also be active during the NWSL Championship, the most anticipated moment of the season. Throughout championship week, e.l.f. will host experiences designed to bring fans closer to the action and celebrate the achievements of women athletes.
Supporting Careers Beyond the Pitch
Another important component of the partnership is the Broadcast Bootcamp initiative. This program helps current and former players explore opportunities in sports media, broadcasting and storytelling after their playing careers. By supporting this initiative, e.l.f. contributes to career development opportunities that extend beyond the soccer field. The program reflects the brand’s long-term commitment to empowering women not only as athletes but also as leaders, commentators and storytellers within the sports ecosystem.
Players Celebrate the Impact of the Partnership
Several athletes involved in the partnership have spoken about the significance of the collaboration. Jaedyn Shaw emphasized how the brand enables her to represent young girls who share her background and aspirations. Jess Carter highlighted the confidence she gains from being able to express her full identity both on and off the field. Lo’eau LaBonta noted that meaningful change in women’s sports requires consistent investment and support from brands that genuinely believe in the mission. Their perspectives illustrate how partnerships like this can create lasting impact within professional sports.
FootballCo Leads Digital and Experiential Activations
The partnership’s digital and experiential components will be supported by FootballCo, an international media company dedicated to promoting women’s soccer. As an official media partner of the NWSL, FootballCo will help develop campaigns across digital platforms, social media channels and in-person events. This collaboration will ensure that the stories of players, fans and communities reach a global audience while strengthening engagement across the soccer ecosystem.
Expanding Support for Women Across Multiple Sports
While the NWSL partnership is a central focus, e.l.f.’s commitment to women athletes extends across multiple sports and competitions. The company has supported initiatives such as the Billie Jean King Cup, partnerships within the Professional Women’s Hockey League and collaborations with athletes like Kendall Coyne Schofield, Katherine Legge and Anastasia Pagonis. Through these initiatives, the brand continues to champion athletes who are breaking barriers and redefining possibilities within their respective sports.
A Long-Term Vision for Empowerment and Representation
The expansion of the e.l.f. and NWSL partnership represents a broader shift in how brands engage with women’s sports. By investing in athletes, communities and storytelling, the collaboration demonstrates how commercial partnerships can also serve as platforms for empowerment and representation. As women’s soccer continues to grow globally, initiatives like these will play a crucial role in shaping the future of the sport and ensuring that the next generation of players and fans has the support and inspiration needed to thrive.
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