e.l.f. Hits the Pitch With San Diego Wave FC and Kansas City Current

e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), scores again in its commitment to Empower.Legendary.Females. by teaming up with not one but two standout National Women’s Soccer League clubs—San Diego Wave FC and Kansas City Current—through immersive, fan-first experiences that bring beauty, sport and community together.

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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 U.S. is experiencing incredible growth, reflecting both its global popularity and cultural relevance. We’re leaning in to help level the playing field and change the game for women in the sport. Teaming up with San Diego Wave and Kansas City Current for these fan-first moments—and through our partnership with the NWSL—is about more than visibility; it’s about creating meaningful impact. From the players on the field to the fans in the stands, we’re here to Empower. Legendary. Females. and inspire the next generation to dream bigger, play harder, and always show up as their bold, authentic selves.”

In San Diego, e.l.f. joins Wave FC as a Presenting Sponsor on June 22, 2025, at the Club’s Pups at the Pitch match. As part of the match, Wave FC is partnering with The Animal Pad, a local dog rescue, to feature adoptable pups in-venue, including a photo moment as Wave FC players arrive to Snapdragon Stadium. Alongside the Club, e.l.f. will help shine a light on the rescue dogs — bringing to life its purpose to stand with every eye, lip, face and paw as a cruelty-free brand. Fans will have the opportunity to adopt the dogs at the match.

“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 San Diego. This fun and inclusive event celebrates the unique bond between our fans and their furry friends—something that aligns perfectly with e.l.f.’s bold, joyful spirit. Together, we’re bringing a fresh, feel-good energy to Snapdragon Stadium and creating unforgettable matchday moments for our Wave community,” said Alyssa Haynes, San Diego Wave FC Senior Director of Corporate Partnerships.