Elf has joined forces with the Billie Jean King Cup by Gainbridge (BJKC), the women’s tennis world cup, in a new multi-year global partnership. Elf is the exclusive skin and cosmetics partner of the BJKC, the world’s largest annual international team competition in women’s sport.

Elf is also co-organizing the first Power of Women’s Sports Summit. The final of the tournament will take place from November 13 to 20 in Malaga, Spain, and the Power of Women’s Sports Summit will take place on November 20.

Kory Marchisotto, Chief Marketing Officer at Elf Beauty, said:

“84% of sports fans are interested in women’s sport – 49% of whom are women – and yet only 15% of media coverage is devoted to women’s sport. The math hasn’t worked. So we’re creating an elfing frenzy to democratize the playing field. You can’t create true equality if the awareness of building a fan base isn’t there. elf is helping to shape the conversation. By creating access, we inspire change and empower others to do the same.”

This is one of many partnerships Elf has with female athletes. The brand has supported Indy 500 driver Katherine Legge, figure skater Kendall Coyne Schofield and para-swimmer Anastasia Pagonis.

Ilana Kloss, Chair of Billie Jean King Cup Limited, commented:

“elf stands for diversity and believes that self-expression is the key to every person’s beauty. The brand’s ethos aligns seamlessly with the Billie Jean King Cup’s commitment to excellence, equality and empowerment and we are delighted to welcome them as a partner.
Their commitment to inclusivity and impact reflects our mission to advance equality and excellence in women’s sport. This partnership will inspire athletes and fans alike and highlight the beauty of diversity and the strength of unity.”

Elf is the exclusive skin and cosmetics partner of BJKC, the first annual global sporting competition named after a woman, bringing a powerful message of empowerment to the event.

The accompanying Power of Women’s Sports Summit will bring together 100 of the most influential change agents from sports, business and entertainment to celebrate progress and raise awareness of the ongoing process of advancing gender equality in sport and its positive impact on athletes, fans and potential sponsors.

Elf is also a founding partner of iHeartMedia’s recently launched iHeart Women’s Sports Audio Network, the first audio platform dedicated exclusively to women’s sports, designed to bring well-known and emerging influential athletes and relevant programs to listeners across the country.

As part of its partnership, Elf will host a live recording of the “Rennae Stubbs Tennis Podcast” in the Summit’s fan zone.

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