Billie Jean King Cup announces global partnership with e.l.f Beauty

Offering its hard-hitting support for equality and inclusivity, e.l.f. will be the exclusive skin and cosmetic partner of the Billie Jean King Cup, the world’s largest annual international team competition in women’s sports, and co-host of the inaugural Power of Women’s Sports Summit.   

The tournament finals will be held in Málaga, Spain, on November 13 – 20, 2024, and the companion Power of Women’s Sports Summit will be hosted on November 20.  

“e.l.f. Beauty champions diversity and believes that self-expression is the key to unlocking beauty for any individual. The brand’s ethos aligns seamlessly with the Billie Jean King Cup’s commitment to excellence, equality, and empowerment, and we are thrilled to welcome them as a partner,” said Billie Jean King Cup Limited Chair Ilana Kloss. 

“Their dedication to inclusivity and impact mirrors our mission to promote equality and excellence in women’s sports. This partnership will inspire athletes and fans alike, highlighting the beauty of diversity and the strength of unity,” Kloss added. 

Accessibility means knocking down velvet ropes and removing barriers. e.l.f. is doing just that by showing up in unexpected places and opening them to a wider community. The brand’s commitment to empowering legendary females—on the tennis court, at the racetrack with Indy 500 driver Katherine Legge, on the ice with Kendall Coyne Schofield, in the pool with Anastasia Pagonis, in the boardroom with the Change the Board Game initiative, and elsewhere—fuels its vision to disrupt norms, shape culture, and connect communities through positivity, inclusivity, and accessibility.  

“84% of sports fans are interested in women’s sports – 49% of them are women – and yet only 15% of media coverage is women’s sports. The math is not mathing. So, we are causing an e.l.f.ing racket to help democratize the playing field. You can’t create real equality if the awareness to build a fan base isn’t there. e.l.f. is stepping up to help shape the conversation. By creating access, we inspire change and empower others to do the same.” said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty.