Beauty’s growing play in sport: E.l.f extends Spurs partnership into men’s football
E.l.f. Cosmetics is stepping further onto the pitch - this time with both Tottenham Hotspur’s Women’s and Men’s teams - in what marks the brand’s first-ever presence in men’s sport in the UK.
At last night's Carabao Cup fixtures, Tottenham Hotspur Women faced Aston Villa while the Men’s team took on Doncaster, with both squads donning kits proudly branded with E.l.f.’s name. This marks a symbolic play by a beauty brand intent on levelling access to the pitch for all.
"This partnership moves beyond visibility; it’s about demonstrating that beauty and empowerment belong everywhere - on every pitch, with every player, and across every fan community," said Hannah Roberts, VP of Marketing at E.l.f. Beauty.
Earlier this month, the brand was announced as the Official Back of Shirt Partner for Tottenham Hotspur Women - a partnership designed to "put momentum behind a movement". That deal, which runs through the 2025/26 Barclays Women’s Super League season, was framed around a shared ambition to champion the growth of women’s football through activations, content and community initiatives.
While a beauty brand’s name on a men’s kit may once have seemed far-fetched, the cultural tide is shifting. E.l.f. has been among the most active players, investing in partnerships with the Billie Jean King Cup, women's wrestling and Paralympic swimmer Anastasia Pagonis. The Carabao Cup debut, however, signals a new era of beauty branding, expanding beyond gendered expectations.
Other beauty names are joining in, too. Il Makiage remains a dedicated supporter of Arsenal Women, while sustainable deodorant brand Wild announced British tennis star Emma Raducanu as its new global brand ambassador. Meanwhile, Clinique made headlines as the first-ever beauty partner of the Red Roses, England’s women’s rugby team, marking another milestone in the growing alliance between the beauty industry and women’s sport.
Yes, it’s a clever marketing coup, positioning E.l.f. in front of a broader, more diverse audience. But strategically, it signals the mainstreaming of beauty brands in spaces historically untouched by the category.
Roberts added: "E.l.f. has always championed inclusivity, accessibility, and cultural impact, and tonight is another step in shaping norms, connecting communities, and inspiring confidence both on and off the field."
E.l.f. Cosmetics is rewriting the beauty rulebook, one kick-off at a time.
