OAKLAND, Calif.—BUSINESS WIRE—
Offering its hard-hitting support for equality and inclusivity, e.l.f. (NYSE: ELF) announced today that it is joining forces with the Billie Jean King Cup by Gainbridge (BJKC), the women’s world cup of tennis, in a new multi-year global partnership. e.l.f. is the exclusive skin and cosmetic partner of the BJKC, the world’s largest annual international team competition in women’s sports. In addition, e.l.f. will co-host the inaugural Power of Women’s Sports Summit.
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The tournament finals will be held in Málaga, Spain, on November 13 – 20, 2024, and the companion Power of Women’s Sports Summit will be hosted on November 20.
Accessibility means knocking down velvet ropes and removing barriers. e.l.f. is doing just that by showing up in unexpected places and opening them to a wider community. The brand’s commitment to empowering legendary females—on the tennis court, at the racetrack with Indy 500 driver Katherine Legge, on the ice with Kendall Coyne Schofield, in the pool with Anastasia Pagonis, in the boardroom with the Change the Board Game initiative, and elsewhere—fuels its vision to disrupt norms, shape culture, and connect communities through positivity, inclusivity, and accessibility.
“84% of sports fans are interested in women’s sports – 49% of them are women – and yet only 15% of media coverage is women’s sports. The math is not mathing. So, we are causing an e.l.f.ing racket to help democratize the playing field. You can’t create real equality if the awareness to build a fan base isn’t there. e.l.f. is stepping up to help shape the conversation. By creating access, we inspire change and empower others to do the same,” said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty.
e.l.f. is the exclusive skin and cosmetic partner at the BJKC, the first annual global sporting competition named after a woman, bringing a strong message of empowerment to the event. The companion Power of Women’s Sports Summit will bring 100 of the most influential change makers in sports, business and entertainment together on a global stage to celebrate progress and raise awareness of the ongoing journey for advancing gender equality in sports and the positive impact it has on athletes, fans and potential sponsors.