Dive Brief:
- E.l.f. Beauty brands E.l.f. Skin and E.l.f. Cosmetics are tapping into soccer fandom with in-person activations around the World Cup and National Women’s Soccer League games during the summer, according to a press release.
- The brands will make an appearance at FootballCo’s House of Goal, a cultural soccer fan fest in New York from July 17-19, helping it engage with soccer’s global fandom. The activation comes after E.l.f. served as a presenting partner of the 2026 NWSL Challenge Cup on June 26.
- The majority of U.S. soccer fans watch women’s soccer, with 25% exclusively watching women’s soccer, according to data cited in press materials. E.l.f. has made significant investments in women's sports over the past few years and entered into a multi-year partnership with the NWSL in 2025 to become its official makeup and skin care partner.
Dive Insight:
E.l.f. is tapping into soccer’s broad fandom to associate itself with the sport. The timing of its activation at House of Goal aligns with the World Cup’s third place play-off and final matches. In-person events are essential parts to many fandoms, sports included, with 55% of U.S. adults saying they are “key expressions” of fandom, according to data cited in press materials.
To kick off its soccer activations, the cosmetic brands had a significant presence at the 2026 NWSL Challenge Cup. As a presenting sponsor, they put on an “integrated runaway” where fans and players could walk the carpet. The International Dance League, another E.l.f. partner, led a live fan dance-along and a soccer minigame was hosted on e.l.f. Up on Roblox.
E.l.f. also presented the halftime show, featuring singer-songwriter Amber Mark. Joaquina, a Latin Grammy award-winner, performed the national anthem. Joaquina also conducted meet-and-greets with fans as part of the company’s broader outreach to the Hispanic community, which make up 18% of E.l.f.-buying households, 29% higher than the industry average, per data cited in the press release. Additionally, approximately 32% of all U.S. soccer fans identify as Hispanic or Latino.
The World Cup and soccer fandom has been a significant touchpoint for marketers for several months. With the tournament currently in full swing, brands are looking for ways to connect with consumers. For example, Taco Bell launched “L.O.C.O.S.,” a program designed to provide free tacos to fans on important match days in select markets.
NWSL and fellow soccer league MLS have also both used the tournament to take advantage of the increased U.S. interest around soccer.
Soccer isn’t the only fandom E.l.f. has tapped into in recent months. In April, it debuted a true crime-inspired mockumentary. The activation also had a Roblox element, a tactic which the marketer has been using increasingly often to connect with Gen Z and Gen Alpha.
E.l.f. saw net sales increase 25% for the 2026 fiscal year, per an earnings report. During an earnings call, Tarang Amin, chairman, CEO and president, told investors that the company’s “disruptive marketing engine” helped to increase unaided brand awareness from 13% in 2020 to 45% in 2025, and has helped to strengthen market share.
