e.l.f. Cosmetics recently hit the ice this 2024/2025 season with EYES.LEAFS.FACE. – a first-of-its-kind beauty sponsorship of the NHL’s Toronto Maple Leafs.
The company is celebrating women in sports – from athletes to fans – by bringing beauty to hockey lovers in a way that only e.l.f. Cosmetics can.
Patrick O’Keefe, Chief Integrated Marketing Officer of e.l.f. Beauty said: “At e.l.f. Cosmetics, we’re all about breaking boundaries and making the best of beauty accessible for every eye, lip, and face. In Canada, we’ve built a strong and growing presence through major retailers like Shoppers Drug Mart and Walmart, as well as our online channels at elfcosmetics.com and amazon.ca. We’re committed to meeting our Canadian community wherever they choose to shop—whether that’s in-store, online, or in the grocery aisle—so everyone can experience our high-quality, innovative products at an extraordinary value.”
O’Keefe said supporting women in sports is core to who the brand is.
“At e.l.f., we challenge the status quo and drive cultural change by showing up in places you might not expect a beauty brand—like Indy 500, the Billie Jean King Cup, the National Women’s Soccer League, the Wonder Women of Wrestling Tournament, and the Professional Women’s Hockey League, where we’re gearing up for year two of our partnership this month,” he said.
“Beyond the arena, we’re a founding partner of iHeartMedia’s new iHeart Women’s Sports Audio Network—the first audio platform dedicated exclusively to women’s sports—amplifying both prominent and emerging female athletes.
“We believe that sports and beauty share a powerful ability to spark passion, self-expression, and fandom, so we’re constantly looking to empower legendary female athletes and fans—on the field, in the rink, and everywhere in between.”
He said Toronto is a vibrant hub for sports culture, and the Toronto Maple Leafs are one of the most iconic hockey franchises in the world.
“With nearly half of Leafs fans identifying as women, the partnership perfectly aligns with our commitment to inclusivity and empowerment. By joining forces with the Leafs, we can create meaningful, tailored experiences for a community that’s often overlooked in pro sports marketing—and that’s exactly what e.l.f. is all about.
“We introduced our EYES.LEAFS.FACE. campaign during the 2024-25 regular season to celebrate the intersection of beauty and hockey. This multi-faceted campaign spans pop-up sampling at select Leafs home games, in-arena advertising that connects our fans to the e.l.f. world, and interactive social media activations that bring Leafs Nation along for the ride.
“Our ultimate goal is to foster creativity, promote inclusivity, and energize the hockey community.”
O’Keefe said more similar partnerships could be in the works.
“Our commitment to women in sports—from hockey to wrestling to racing—remains steadfast. We’ve been fortunate to collaborate with trailblazers like the Billie Jean King Foundation, and we’re always exploring new ways to amplify the voices and stories of female athletes and fans.
“Canada is a key market for us, so you can definitely look forward to seeing e.l.f. extend our values of inclusivity, positivity and accessibility throughout the sports world here, including continued involvement with the Professional Women’s Hockey League (PWHL) and other groundbreaking opportunities on the horizon.”
Recently, e.l.f. announced a partnership with the National Women’s Soccer League, LLC. as the Official Makeup and Skin Care Partner of the NWSL in the U.S.
“Of the few women who make it to C-Suite, 94% of them played sports. Access to sports provides leadership and life lessons needed later in life. The next generation can only dream bigger and reach higher if they have a firm starting point. Our partnership with the National Women’s Soccer League (NWSL) is that gateway to opportunities,” said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty.
“Soccer’s global momentum is unstoppable. In the U.S. specifically, soccer attracts the youngest, most inclusive and diverse fanbase, with 54% under age 45 and 40% fans of color. By breaking barriers and connecting communities with the NWSL, e.l.f. furthers its mission to democratize access for every eye, lip and face. We help level the playing field so everyone wins.”
