e.l.f. Celebrates Fandom During the Summer of Soccer at the 2026 NWSL Challenge Cup
e.l.f. shows up at the most immersive global soccer fan experience in New York: House of GOAL
e.l.f. Cosmetics and e.l.f. SKIN, brands from e.l.f. Beauty (NYSE:ELF), today announced the kickoff to the 2026 summer of soccer, cementing the brands’ position at the intersection of sport, culture and community. From presenting the 2026 NWSL Challenge Cup to House of GOAL, the most immersive global fan experience in New York during the men’s global soccer tournament, e.l.f. is showing up where the community lives, on the field, in the crowd and in the moments that turn fans into believers.
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e.l.f. announced the kickoff to the 2026 summer of soccer, cementing the brands’ position at the intersection of sport, culture and community.
e.l.f., which stands for every eye, lip and face, believes that the future of soccer belongs to Empowered.Legendary.Females. As a partner of the NWSL, e.l.f. is expanding visibility for women’s soccer, elevating the players shaping its future and opening pathways for the next generation. In the past, women’s soccer was underserved and overlooked by brands, by the media and by culture at large. Today, fandom is stronger than ever and the momentum around women’s soccer is building:
- More than half of the U.S. female population over 13 consider themselves sports fans.
- Nearly two-thirds (63%) of U.S. soccer fans watch women's soccer – with 1 in 4 watching the women's game exclusively.
- 65% of women’s soccer fans say they are proud to support brands based on their investment in women’s sports.
- 78% of women’s soccer fans trust women athletes.
- 55% of U.S. adults view in-person events as a key expression of fandom, meaning the experience around the event is becoming just as important as the game itself.
These signals are exactly why e.l.f. is in the game – to connect with passionate sports fans and create an immersive experience where sports, culture, music and beauty seamlessly converge and reflect who they are and what they stand for.
"Soccer is a cultural force and e.l.f. has always been at the intersection of what our community lives and breathes," said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Brands. "We are building fandom, telling the stories of extraordinary women who are shaping the future of this game, and creating experiences that prove beauty and sport have always belonged together. This summer is all about fandom and with a majority of U.S. soccer fans watching the women's game - we're meeting them where they are."
The 2026 NWSL Challenge Cup presented by e.l.f.
On Friday, June 26, 2026, e.l.f. transforms the 2026 NWSL Challenge Cup into a full cultural event, putting fans at the center of every moment. The high-stakes match pits the 2025 NWSL Champions, Gotham FC, against the 2025 NWSL Shield winners, Kansas City Current in Columbus, Ohio. Three athletes from e.l.f.'s Empowering.Legendary.Females. roster will be on the field: Lo’eau LaBonta for Kansas City Current, and Jaedyn Shaw and Jess Carter representing Gotham FC, making this a true e.l.f. affair.
e.l.f.'s presence extends beyond the field with the debut of the e.l.f. Match Day Carpet, an integrated runway where players and fans alike can walk the carpet, turning VIP moments into a shared celebration of confidence, creativity and game-day glow for every eye, lip and face to enjoy. In the FanZone, e.l.f. is creating a moment for fandom and community to come together. Fans can write personalized notes to their favorite players across the league that e.l.f. will send to them after the game. The IDL (International Dance League), a partner of e.l.f. Cosmetics, make their NWSL debut with IDL pro dancers leading a live fan dance-along and the Match Day Dance Cam, while e.l.f. UP! on Roblox brings an immersive soccer minigame to its growing gaming community.
e.l.f. is also presenting the Halftime Show with singer-songwriter, Amber Mark, and welcoming Latin GRAMMY Award-winning artist, Joaquina, to perform the National Anthem and later a meet-and-greet with fans. With e.l.f.’s meaningful connection to the Hispanic community – Hispanic households represent 18% of e.l.f. buying households, 29% higher than the cosmetics category average – and nearly 32% of all women's soccer fans in the country identify as Hispanic or Latino, Joaquina will be a surprise and delight moment for the fans.
At the 2026 NWSL Challenge Cup, e.l.f. is proud to reignite Glow For Glory, a program created with the NWSL and designed to keep girls in sports and light a path to their futures. Through Glow For Glory, rising soccer stars have the opportunity of a lifetime: showcase their best soccer skills for the chance to be selected as "Pro for the Day" and earn a dedicated experience with an NWSL club: training and living like one of their soccer heroes. Glow For Glory is rooted in e.l.f.’s broader mission to drive meaningful change by opening pathways for the next generation.
House of GOAL
From July 17–19, aligning with this summer’s men’s global soccer tournament, e.l.f. will expand its soccer presence to the global stage, showing up in New York at FootballCo’s House of GOAL, the ultimate soccer fan fest. Set against the backdrop of what is expected to be the most-watched sporting event in history, e.l.f. will be at the cultural hub of the celebration, bringing its bold vision for soccer, beauty, culture and community to fans from around the world.
Sources
Fandom (SiriusXM "The Sports Audio Report"), March 2025
WHAT EVERY MARKETER NEEDS TO KNOW: U.S. WOMEN’S SOCCER FANS, August 2025
EY TREND 2027: SPORTS TOURISM — WGSN, May 2026
Circana Receipt Panel Complete Consumer – All Venues 52W Ending 12/29/2024
ForSoccer Insights into Female Soccer Fans, March 2025
Sports Business Journal, April 2026
About e.l.f. Brands
e.l.f. Brands includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, all part of e.l.f. Beauty (NYSE:ELF). e.l.f. is on a mission to make the best of beauty accessible to every eye, lip and face through positivity, inclusivity and accessibility. e.l.f.'s superpowers are creating premium-quality, vegan and e.l.f. clean products that are universally appealing at affordable prices. All products are double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. is proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com, www.elfskin.com and www.elfhaircare.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260624888086/en/
Media Contact
Hannah Rubin
Hrubin@elfbeauty.com