e.l.f. Hits the Pitch With San Diego Wave FC and Kansas City Current
Builds on the brand’s multi-year engagement with the National Women’s Soccer League
Building on the brand's multi-year engagement with the National Women’s Soccer League, e.l.f. Cosmetics is teaming up with the San Diego Wave FC and Kansas City Current through immersive, fan-first experiences that bring beauty, sport and community together.
Earlier this year, e.l.f. became the first official makeup and skincare partner of the NWSL and was named Presenting Partner of the NWSL Challenge Cup through 2027.
“As a brand, we don’t just show up—we show up with purpose,” said Patrick O’Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty. “Soccer in the
In
“We’re thrilled to team up with e.l.f. Cosmetics for Wave’s first-ever Pups at the Pitch match and to officially kick-off their larger NWSL partnership here in
On August 16, 2025, e.l.f. will head to Kansas City Stadium as the KC Currents take on Orlando Pride.
“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,” said Kansas City Current SVP of Commercial Missy Jenkins. “We are excited to partner with an industry-leading brand that raises the bar for fans and the community. This opportunity will amplify our fan experience ahead of a great matchup on the pitch.”
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 their future se.l.f. 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 e.l.f. You!, the brand’s Twitch channel.
e.l.f. continues to show up in unexpected places to support women who are breaking barriers and redefining what’s possible. A bold voice for women’s empowerment, e.l.f. also supports the Billie Jean King Cup, Kendall Coyne Schofield and the National Women’s Hockey League, professional race car driver Katherine Legge, Paralympic swimmer Anastasia Pagonis and the Wonder Women of Wrestling Varsity Tournament, among other initiatives that democratize access for all on the playing fields.
About e.l.f. Cosmetics
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.
About San Diego Wave Fútbol Club
San Diego Wave Fútbol Club, founded in 2021, competes in the National Women’s Soccer League (NWSL). Since its inception, the Wave has quickly emerged as one of the premier clubs in global women's soccer - setting the NWSL single-game attendance record, reaching the playoffs in its inaugural season, and capturing its first trophy with the 2023 NWSL Supporters Shield. In 2024, the Club continued to make history, ranking #2 worldwide in women’s soccer attendance. Committed to excellence on the pitch and impact off it, the Wave is deeply rooted in the
About the Kansas City Current
Founded in December 2020, the Kansas City Current is led by the ownership group of Angie Long, Chris Long, Brittany Mahomes and Patrick Mahomes. The team competes in the National Women’s Soccer League (NWSL). The Kansas City Current plays its home matches at CPKC Stadium, the first stadium purpose-built for a professional women’s sports team. Named The Most Ambitious NWSL Club for two consecutive seasons by ESPN, the Current is proud of its many precedent-setting accomplishments. To receive updates on the Current, visit kansascitycurrent.com.
About National Women's Soccer League
The National Women’s Soccer League is the premier women’s professional soccer league in the world featuring national team players from around the globe. The clubs are Angel City FC, Bay FC,
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e.l.f Beauty
Laura Cosgrave
Lcosgrave@elfbeauty.com
San Diego Wave FC
Justyne Freud
jfreud@wavefc.com
Kansas City Current
Dani Welniak
Dani.welniak@kansascitycurrent.com
National Women's Soccer League
Madelyn Flax
Mflax@nwslsoccer.com
Source: e.l.f. Beauty
