e.l.f. Beauty is using year two of its NWSL deal to go from logo partner to real presence, adding new athlete faces, new markets, and more on the ground programs as the league’s audience keeps climbing.
The brand will now touch all 16 NWSL markets and broaden activations that connect makeup and skincare directly to players, fans, and girls coming into the sport. New talent on the roster For 2026 , e.l.f. has signed Ally Sentnor of Kansas City Current as its newest athlete partner, positioning her as a rising star
face of the beauty meets soccer story. She joins existing NWSL linked names in a broader portfolio that also spans the Billie Jean King Cup , the Professional Women’s Hockey League , NASCAR driver Katherine Legge , the Wonder Women of Wrestling Varsity Tournament, and Paralympic swimmer Anastasia Pagonis .
New cities, full‑league coverage e.l.f. will activate in Boston and Denver in 2026, completing coverage of all 16 NWSL markets, including Chicago, Houston, Kansas City, Los Angeles, Louisville, New York, North Carolina, Orlando, Portland, San Diego, San Francisco, Seattle, Utah, and Washington, D.C.
The expansion comes as the NWSL posts record engagement, 2.62 billion total minutes viewed, doubled TikTok followers, and a 68% jump in social engagement, with the global fan base projected to grow about 40% by 2031 . Fan, community, and career programs On the ground, e.l.f.
is scaling fan and community facing efforts rather than just adding signage. The brand’s Glow For Glory competition , which launched in Kansas City and San Diego , will expand to more cities and a longer window so more girls can participate, with personalized touchpoints built into the experience. A new…
