e.l.f. Cosmetics has been named as the first beauty sponsor of the largest US high school girl's wrestling competition.
The Wonder Women of Wrestling Varsity Tournament attracted 700 athletes from 83 teams and 3,000 spectators over the two-day event held between 3 and 4 January 2025.
The sponsorship aimed to challenge misconceptions around women in the sport, “disrupting norms” and “showing up for the community in unexpected ways and places”.
“What I saw at the Wonder Women of Wrestling were dreams coming true as these young women achieved the level of play of top-tier athletes and, more importantly, gained the respect they deserve,” said Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty.
“These young women are breaking barriers in the sport with passion, resilience and courage – exemplifying e.l.f.’s mission to be bold disruptors with a kind heart.”
The brand is also funding nine scholarships for senior wrestlers who participate in the Wonder Women of Wrestling Foundation essay competition.
“When we founded the tournament in the spring of 2018, the original goal was to have the largest and toughest tournament in the country,” said Mike Wakim, Jr, President of the Wonder Women of Wrestling Foundation and tournament founder.
“e.l.f.’s involvement is nothing short of amazing, elevating our event to the next level and supporting our vision of empowering the next generation of female athletes to pursue their dreams, on and off the mat.”
e.l.f. Cosmetics’ sponsorship also reflects an “ongoing dedication” to support underrepresented women’s sports and “inspire the next generation of aspiring athletes.
The brand has previously backed other events including the Billie Jean King Cup, the Professional Women’s Hockey League and Indy 500 driver Katherine Legge.