e.l.f. Cosmetics is partnering with Tottenham Hotspur Women as the UK football team’s official back of shirt sponsor for the upcoming season.
Sharing the news ahead of the Women’s Super League return this week (5 September), the partnership stemmed from a shared ambition to champion the growth of women’s football.
e.l.f. Cosmetics will work with the club on a number of activations, content and community initiatives as it sets out to “empower women both on-and-off the pitch”.
The partnership marks the make-up and skin care brand’s first step into European sport.
It comes as e.l.f. Cosmetics continues to invest in a range of sports partnerships, from the Billie Jean King Cup and women’s wrestling, to teaming up with Paralympic swimmer Anastasia Pagonis.
Hannah Roberts, VP Marketing e.l.f. Cosmetics, said: “At e.l.f. [Cosmetics] we believe confidence is a sport of its own.
“According to a study by Ernst & Young and ESPN, 94% of female C-suite leaders played sports growing up, showing that what happens on the pitch can help shape what happens in boardrooms.
“Partnering with Tottenham Hotspur Women is about more than putting our name on a shirt; it is about putting momentum behind a movement.
“Together, we want to inspire the next generation to express their truest selves – whether that is scoring goals, breaking glass ceilings or both.”
Speaking on the partnership, Ryan Norys, Chief Revenue Officer, Tottenham Hotspur, said: “We are hugely excited to be announcing a partnership with e.l.f. Cosmetics – a titan in the women’s cosmetics space and a brand that shares our passion for the growth of the women’s game.
“That e.l.f. [Cosmetics] has chosen Tottenham Hotspur Women as its inaugural sporting partner in Europe underlines this commitment.
“We are looking forward to collaborating with e.l.f. [Cosmetics] to bring our Women’s team to new audiences heading into the new season.”
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