International beauty brand scores with KC Current to Empower.Legendary.Females
KANSAS CITY, Mo. (KCTV) - A well-known beauty brand that operates internationally has ed forces with the Kansas City Current to Empower.Legendary.Females.
e.l.f. Cosmetics announced on Wednesday, June 11, that it has scored a commitment to “Empower.Legendary.Females.” as the brand teams up with two National Women’s Soccer League clubs- the Kansas City Current and San Diego Wave FC.
Earlier in 2025, brand leaders said they became the first official makeup and skincare partner as e.l.f. was named the Presenting Partner of the NWS Challenge Cup through 2027.
“As a brand, we don’t just show up—we show up with purpose,” said Patrick O’Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty. “Soccer in the U.S. is experiencing incredible growth, reflecting both its global popularity and cultural relevance. We’re leaning in to help level the playing field and change the game for women in the sport. Teaming up with San Diego Wave and Kansas City Current for these fan-first moments—and through our partnership with the NWSL—is about more than visibility; it’s about creating meaningful impact. From the players on the field to the fans in the stands, we’re here to Empower.Legendary.Females. and inspire the next generation to dream bigger, play harder, and always show up as their bold, authentic selves.”
On Aug. 16, e.l.f. officials plan to head to KC Stadium as the Current takes on the Orlando Pride. The match will feature experiences meant to celebrate fandom and inspire the next generation of players.
“Ahead of our August 16th match against Orlando Pride, e.l.f. is partnering with the Kansas City Current to create a one-of-a-kind activation at KC Stadium, the first stadium in the world purpose-built for a women’s professional sports team,” said Kansas City Current SVP of Commercial Missy Jenkins. “We are excited to partner with an industry-leading brand that raises the bar for fans and the community. This opportunity will amplify our fan experience ahead of a great matchup on the pitch.”
Leaders noted that the e.l.f. Training Center will invite match attendees to test their soccer skills, recharge in a glow-up recovery area and envision their future as a soccer star through a photo experience and custom trading cards.
Lastly, e.l.f. indicated that a storytelling wall is expected to highlight iconic legends as events are livestreamed on the brand’s Twitch channel.
Brand leaders said they continue to show up in unexpected places to women breaking barriers. A bold voice for women’s empowerment, e.l.f. also s the Billie Jean King Cup, Kendall Coyne Schofield and the National Women’s Hockey League among other amazing female athletes.
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