E.l.f. Cosmetics teams up with Tottenham Hotspur Women in latest beauty x sport collaboration
E.l.f. Cosmetics has announced a new partnership with Tottenham Hotspur Women, becoming the official back-of-shirt sponsor for the upcoming season - a first-of-its-kind collaboration for the brand in Europe.
Unveiled ahead of the Women's Super League kick-off on 5 September, the partnership is rooted in a shared ambition to champion the growth of women’s football.
As part of the deal, E.l.f. Cosmetics will collaborate with the London-based club on various activations, content and community initiatives - aimed at creating a "lasting legacy of empowerment" for women both on and off the pitch.
Hannah Roberts, Vice President of Marketing at owner E.l.f. Beauty, said: "Partnering with Tottenham Hotspur Women is about more than putting our name on a shirt; it’s about putting momentum behind a movement."
"Confidence is a sport of its own. Together, we want to inspire the next generation to express their truest selves."
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Ryan Norys, Chief Revenue Officer at Tottenham Hotspur, added: "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.
"We are looking forward to collaborating with E.l.f. to bring our Women’s team to new audiences heading into the new season."
The move builds on the brand's ongoing investment in women’s sports, which already includes partnerships with the Billie Jean King Cup, women's wrestling, and Paralympic swimmer Anastasia Pagonis.
It also highlights a broader cultural shift at the intersection of beauty and sport, with E.l.f. among a wave of beauty brands recognising the opportunity to engage with diverse, empowered audiences in the athletic space.
Across women’s sport, this trend continues to gain momentum. Cosmetics brand 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 this week.
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.
