What does it mean to truly show up? For us at e.l.f., it's about being there consistently, authentically and with purpose. It's about creating real change, not just talking about it. And in 2026, we're showing up bigger than ever for women's soccer. 

We're thrilled to announce that we're expanding our NWSL partnership in three major ways:  

1. Welcoming soccer's brightest rising star to our roster 

2. Bringing our presence to two new cities 

3. Launching game-changing programs that will amplify voices and create opportunities for the next generation of empowered.legendary.females 

Meet Our Newest e.l.f.: Ally Sentnor 

We couldn't be more excited to welcome Ally Sentnor to the e.l.f. family. If you don't know her name yet, you will soon. Ally was the No. 1 overall pick in the 2024 NWSL Draft and was just voted 2024 U.S. Soccer Young Female Player of the Year. She's a force on and off the field.  

"Finding a brand like e.l.f. that aligns with my values of leaving the game better than I found it made this an easy choice," Ally told us. That's exactly the kind of energy we're here for. 

Ally joins our incredible roster of athletes: Jaedyn Shaw (Gotham FC), Jess Carter (Gotham FC), and Lo'eau LaBonta (Kansas City Current). Together, they're ambassadors of positivity, inclusivity, and accessibility. 

And here's something we're especially proud of: we're making donations on behalf of each athlete to the charities closest to their hearts, including Football for Her, Mercy Street, Bishop Sullivan Center, The Prospect KC and South Bronx United. 

We're Now in All 16 NWSL Markets (Yes, ALL of Them) 

This season, we're bringing e.l.f. to Boston and Denver, which means we're now present in every single NWSL market across the country. From Chicago to Seattle, Kansas City to San Diego, Houston to D.C. If there's women's soccer happening, we're there. 

Why does this matter? Because access matters. Because representation matters. Because when you show up everywhere, you're telling every player and every fan: you belong here. 

The Numbers Tell an Incredible Story 

Let's talk about what's happening in women's soccer right now, because it's nothing short of explosive. 

• The NWSL just delivered 2.62 billion total minutes viewed across all platforms. That's billion with a B, and it's a league record.  

• On TikTok alone, followers doubled and engagement climbed 68%, with women aged 18-34 leading the charge (up 30% year-over-year).  

• And globally? The women's soccer fanbase is expected to grow by nearly 40% by 2031, making it one of the top five sports worldwide. 

These are proof of a cultural moment. Women's soccer isn't coming. It's here. 

What's New in 2026 

As the NWSL's first official makeup and skincare partner and Presenting Partner of the NWSL Challenge Cup through 2027, e.l.f. is building a movement. Here's what we have planned: 

Glow For Glory Expansion 

We're expanding last year's competition to welcome more girls, in more locations, over a longer period of time. Once they enter the challenge, we're creating personalized touchpoints so every competitor feels seen and supported. Because potential shouldn't depend on your zip code. 

SoccerGirl Partnership 

We're hitting the road with SoccerGirl, the largest channel dedicated exclusively to women's soccer. Together, we'll engage with fans and communities in beauty deserts across the country, hand our athletes the mic for honest, unfiltered conversations, and create content that celebrates community, inspires confidence, and empowers participation. 

NWSL Challenge Cup & Championship 

You'll see us at the NWSL Challenge Cup (where all four of our athletes will be competing) and at the Championship, the biggest moment of the season. We're showing up at multiple touchpoints for fans and players because these moments deserve to be celebrated. 

Broadcast Bootcamp 

We're supporting the NWSL Broadcast Bootcamp, a career-shaping initiative that opens doors for current and former players beyond the pitch. This invests in players' futures and reinforces our long-term commitment to the league and its community. 

What Our Athletes Are Saying 

"e.l.f. enables me to show up as my full self on and off the pitch," says Jaedyn Shaw, who helped lead Gotham FC to the 2025 NWSL Championship. "As a representative for all the little girls who look like me, e.l.f. shines a brighter light on the importance of confidence, representation, and supporting the next generation." 

Jess Carter, also a 2025 NWSL Champion with Gotham FC, puts it perfectly: "I never have to choose between being a princess and a bulldozer." 

And Lo'eau LaBonta, who's been in the NWSL for a decade, sees the bigger picture: "It's incredible to see how brands like e.l.f. contribute to the positive growth trajectory we see year over year. Real change happens when brands show up consistently, invest genuinely, and put players and fans first." 

Why This Matters to Us 

"Together, e.l.f. and the NWSL are building a movement where beauty and sport intersect," says our Chief Integrated Marketing Officer Patrick O'Keefe. "Soccer is uniquely powerful because it's the most played girls' team sport globally. We're removing barriers to entry so passionate, talented players have opportunities to reach their full potential." 

The NWSL's Matt Soloff said it best: "e.l.f. understood from day one that the most valuable thing a brand can do in women's sports right now is show up consistently and build something real." 

We're here. We're consistent. And we're building something that will outlast any single season. 

Join Us 

This partnership is part of e.l.f.'s broader commitment to breaking barriers in women's sports, including our support of the Billie Jean King Cup, the Professional Women's Hockey League (PWHL), NASCAR driver Katherine Legge, and Paralympic swimmer Anastasia Pagonis, among other trailblazers redefining what's possible. 

 

Sources: NWSL Continues Record-Breaking Growth in 2025 (November 2025); What Every Marketer Needs to Know: U.S. Women's Soccer Fans (August 2025)