E.l.f. taps into soccer fandom with NWSL, World Cup activations

E.l.f. is leveraging soccer fandom through in-person activations tied to the World Cup and NWSL matches during the summer, according to a press release. The brands will appear at FootballCo's House of Goal, a cultural soccer fan festival in New York from July 17–19, aiming to connect with soccer’s global audience. The initiative follows E.l.f.’s role as presenting partner of the 2026 NWSL Challenge Cup on June 26, where it staged an integrated “runway” with fans and players, plus a dance-along and a soccer mini-game on Roblox. The release also cites audience data suggesting soccer fandom is increasingly driven by women’s soccer, with 25% of U.S. fans watching exclusively women’s soccer. E.l.f. said it has a multi-year NWSL partnership starting in 2025 as official makeup and skincare partner. It reported net sales growth of 25% for fiscal 2026 and described its broader marketing push, including a recent true-crime mockumentary.