E.l.f. Partnership Propels National Women’s Soccer League To New Heights

Earlier this month, cosmetics mega-brand e.l.f announced its groundbreaking partnership with the National Women’s Soccer League (NWSL). The announcement marks another step towards profitability for the NWSL, which enjoyed impressive growth in 2024.

At the season’s close, the NWSL reported staggering improvements in viewership. The league reported a “fivefold gain from the 2023 season,” with total viewership across Nielsen-rated platforms reaching 18.7 million. 2024 also saw the highest viewership for an NWSL Championship ever, peaking at 1.1 million viewers, an 18% increase from 2023’s numbers.

November’s NWSL Skills Challenge was also a resounding success, peaking with 1.53 million viewers. The event, which was broadcast the Sunday after the record-breaking NWSL final, benefited from NFL broadcasts serving as a lead-in. With increased visibility, the viewers eagerly tuned in.

NWSL Commissioner Jessica Berman attested to her league’s growth at the close of the season. Berman shared that the league’s “goal was to redefine our value and to put more of our matches in the places and spaces where fans consume content.” Recent NWSL reporting announced a 285% increase in viewership and a 47% increase in attendance.

This month’s e.l.f. partnership marks another pivotal step towards achieving the NWSL’s goal of “broadening and diversifying” its audience. In a 2024 Statista study, e.l.f ranked as the seventh most familiar cosmetics brand for consumers ages 18-64. Study respondents were asked to react to brands according to their brand awareness. They ultimately ranked e.l.f within the top cohort, falling just below the top three: L’Oréal, COVERGIRL, and Revlon.

In e.l.f’s announcement, the company indicated its commitment to increasing retention in girls’ sports. “By empowering women in sports, e.l.f. and NWSL can inspire the next generation of leaders across industries, demonstrating that supporting women in sports is an investment in the future of leadership across all sectors.”

They plan to debut a “Glow for Glory Contest,” an open tryout in key NWSL markets intended to develop young players’ talents. E.l.f. will also act as the Presenting Partner of the NWSL Challenge Cup through 2027. Together, the brands hope to “inspire the next generation of change-makers.”

The NWSL’s affiliation with another prominent brand is par for the course. The league is thriving, with average club valuations skyrocketing. In 2024, the average NWSL team was worth $104 million, up 57% from the previous year (Sportico).

Revenue had increased concurrently, with the league projected to make $215 million in regular season revenue for 2024, an increase of 91% from the previous season (SportsPro).

In 2023, Berman announced the league’s intention to expand to a 16-team lineup from 12 teams. The following year, the league broke ground on two new franchises – the Utah Royals and Bay FC. As of January 2025, the league has announced two more expansion teams to complete the 16-team proposal: one in Boston and the other in Denver.

League constituents and women’s sports proponents don’t want to stop there. Earlier this month, WBNA Champion Sabrina Ionescu was announced as the latest “investor” and “commercial advisor” for the NWSL’s Bay FC. During the expansion draft, WBNA Rookie of the Year Caitlin Clark partnered with the group lobbying for an expansion team in Cincinnati, Ohio. The future looks bright for women’s soccer.

The 2025 season began on March 14, and another potentially historic season is underway. National platforms will feature 160 matches, including 152 regular-season contests, all seven playoff matches, and the 2025 NWSL Challenge Cup.