Following a milestone first year of a three-year partnership with the National Women’s Soccer League (NWSL), e.l.f. Cosmetics and e.l.f. SKIN, brands from e.l.f. Beauty (NYSE: ELF), are activating on the ground at the 2025 NWSL Championship presented by Google Pixel, in San Jose, California. 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 both on and off the pitch.
As the NWSL’s first official makeup and skincare partner—and Presenting Partner of the NWSL Challenge Cup through 2027—e.l.f. is investing alongside the league to meet one of the most diverse fan bases where they are and help shape the future for the next generation of gamechangers. The 2024–2025 NWSL season delivered a record 2.62 billion total minutes viewed across all platforms, the highest total in league history, and growth among women aged 18–34 was up 30% year-over-year.* This momentum signals an unprecedented growing demand for the sport.
“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,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. “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. When we invest in women and girls, we’re not just supporting athletes—we’re strengthening a movement where every fan can see their own possibility reflected back at them. And we’re just getting started.”
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.
“From day one, e.l.f. has understood that the NWSL is more than a league, it’s a movement, and their presence throughout Championship Week brings that spirit to life in powerful ways,” said Matt Soloff, Senior Vice President, Partnerships & Business Development, the NWSL. “They’re helping us make the league more accessible, more joyful, and more reflective of the communities we serve.”
While the final whistle on the 2025 season is near, e.l.f. and the NWSL are just getting started. 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.