Empowering Women Through Beauty and Sports
e.l.f. Cosmetics is making a bold statement at the Billie Jean King Cup Finals by Gainbridge (BJKC), the top international competition in women’s tennis. As the exclusive skin and cosmetic partner, e.l.f. is uniting beauty and sports under the theme “Cause an e.l.f.ing Racket,” championing inclusivity and empowerment for women globally. This marks e.l.f.’s debut at the event, showcasing its commitment to creating opportunities for women both on and off the court.
The BJKC features 12 national teams, including Great Britain, Italy, Poland, and Slovakia, battling it out over six thrilling days of competition. e.l.f. is not only sponsoring the event but is also making its presence felt with a series of dynamic activations aimed at inspiring and engaging fans. Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, will participate in the opening coin toss of the first semifinal match, further strengthening the brand’s involvement in the tournament.
Driving Equality On and Off the Court
e.l.f. is leveraging this partnership to promote its ongoing commitment to inclusivity, exemplified through its “Change the Board Game” initiative. As part of this, e.l.f. will share a powerful video of Billie Jean King, the iconic tennis legend, calling for businesses to increase diversity on corporate boards. This initiative highlights the importance of representation at all levels, advocating for more women in leadership roles.
“Billie Jean King is the greatest of all time not just for her athletic prowess but also for her impact as a person,” said Kory Marchisotto. Her decades-long work in championing equality for women continues to inspire us to challenge the status quo. At e.l.f., we believe in the power of sports to shape women’s confidence and leadership skills, which is why we’re proud to stand alongside her in this fight for equality.
Statistics underscore the connection between sports and leadership: 94% of women in executive roles have a background in sports, with 52% of them having played at the collegiate level. This powerful connection is central to e.l.f.’s mission to use its platform for social good, providing opportunities and exposure for women across the world.
Interactive Experiences for Fans
e.l.f. is infusing its signature playful and creative energy into the Billie Jean King Cup with a series of engaging activations. Event attendees can enjoy a beauty pick-me-up at the Sit & Spritz Makeup Bar and dive into the inspiring “The Power of Billie Jean King” storytelling wall and enjoy a Power Pose photo moment that celebrates the strength and spirit of women in sports. These activations reflect e.l.f.’s fun and engaging approach to empowering women everywhere.
Additionally, e.l.f. is giving its global community virtual access to exclusive Twitch experiences on the “e.l.f. you!” channel. These experiences, including a fan-zone experience on November 19 and the Power of Women’s Sports Summit on November 20, allow fans to participate in the action remotely and join the conversation around women’s sports and equality.
The Inaugural Power of Women’s Sports Summit
On November 20, e.l.f. and Billie Jean King Enterprises will co-host the inaugural Power of Women’s Sports Summit, bringing together over 100 influential figures from sports, business, and entertainment. This event will focus on the business opportunities in women’s sports, with speakers including Christiane Amanpour, Malala Yousafzai, and Billie Jean King. Discussions will highlight e.l.f.’s efforts to use its platform to make the world a more inclusive and empowering place for women.
A Lasting Impact
e.l.f. is also supporting the Billie Jean King Foundation through a donation, helping to further its mission of creating positive change through sports, education, and activism. Ilana Kloss, Board Chair of Billie Jean King Cup Limited, expressed her appreciation for e.l.f.’s commitment: “e.l.f.’s efforts to uplift and empower women align perfectly with our mission to amplify women’s voices worldwide.”
By blending beauty with purpose, e.l.f. is setting the stage for a future where women can achieve their full potential both in sports and beyond.