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Women’s Soccer partners with e.l.f. Cosmetics and Alex Cooper for Gen Z marketing push

Article by Jeremy Goldman  |  Mar 7, 2025
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Women’s Soccer partners with e.l.f. Cosmetics and Alex Cooper for Gen Z marketing push
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Topics
Sports
Generation Z
Females
United States

The news: The National Women’s Soccer League (NWSL) is tapping into women-led brands to strengthen its connection with younger female fans.

  • E.l.f. Cosmetics will be the presenting partner of the NWSL Challenge Cup for the next three seasons, reinforcing its commitment to women’s sports.
  • Alex Cooper’s new brand Unwell Hydration has signed a season-long sponsorship deal with in-game activations and digital promotions. Cooper, host of the extremely popular “Call Her Daddy” podcast, will be personally involved in marketing efforts.

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