E.l.f. Cosmetics is taking its role as the NWSL’s official makeup and skincare partner beyond the sponsorship logo, launching a fan-first contest with women’s football community Indivisa. The campaign invites fans nationwide to showcase their best soccer moves on social, with finalists flown to November’s NWSL Championship Weekend. The prize? A “Pro for the Day” experience complete with VIP treatment and a live performance moment in front of supporters.
đź“Š Supporting Stats
The NWSL reported record attendance of 1.4 million fans in 2023, up 46% year-on-year (NWSL).
Women’s sports sponsorship value has jumped 22% since 2022, with beauty and fashion brands leading the charge (Nielsen, 2024).
E.l.f. itself has become a marketing powerhouse — its TikTok presence generates over 1 billion organic views annually (Glossy, 2025).
🧠Decision: Does It Work?
Yes - strategically, this lands. E.l.f. leans into its reputation as a social-native brand by creating participatory content rather than passive advertising. The prize structure aligns with Gen Z’s obsession with access and experience over material goods, while the Indivisa tie-up signals credibility in the women’s soccer space. The risk is whether the contest produces truly engaging content or gets lost in the sea of branded challenges. But for brand equity, this feels like a strong play: E.l.f. isn’t just sponsoring the league, it’s embedding itself in the culture of fandom.
đź“Ś Key Takeouts
What happened: E.l.f. and Indivisa launched a national contest for fans to perform soccer moves, with a championship VIP prize.
What worked: Social-first mechanics, cultural credibility through Indivisa, experiential prize appealing to Gen Z.
Potential weak spot: Reliant on user content quality - without standout entries, buzz could flatten.
Bigger signal: Beauty brands see women’s sport not just as visibility play but as a cultural collaboration space.
đź”® What We Can Expect Next
If this activation delivers strong UGC, expect to see other lifestyle brands - from skincare to snacks - adopt similar formats in women’s sport. The NWSL is becoming a testing ground for fan-participation campaigns, and the more brands integrate experience-driven prizes, the more the culture of women’s sport will shift from “watchers” to “co-creators.” The challenge will be ensuring authenticity isn’t lost as the category heats up.