E.l.f. announces partnerships with Billie Jean King Cup, iHeartMedia
E.l.f. is continuing its efforts towards inclusivity with two new partnerships.
The beauty brand announced that it will be working with the Billie Jean King Cup by Gainbridge, or BJKC, as its exclusive skin and cosmetic partner, and serve as the host of its inaugural Power of Women’s Sport Summit.
“84% of sports fans are interested in women’s sports – 49% of them are women – and yet only 15% of media coverage is women’s sports. The math is not mathing. So, we are causing an e.l.f.ing racket to help democratize the playing field. You can’t create real equality if the awareness to build a fan base isn’t there. e.l.f. is stepping up to help shape the conversation. By creating access, we inspire change and empower others to do the same,” said Kory Marchisotto, chief marketing officer, e.l.f. Beauty.
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As the exclusive skin and cosmetic partner of BJKC, the brand will work to bring a strong message of empowerment to the event. The companion summit will focus on bringing together 100 of the most influential change-makers in sports, business and entertainment together on a global stage to celebrate progress and raise awareness of the ongoing journey for advancing gender equality in sports.
“e.l.f. champions diversity and believes that self-expression is the key to unlocking beauty for any individual. The brand’s ethos aligns seamlessly with the Billie Jean King Cup’s commitment to excellence, equality, and empowerment, and we are thrilled to welcome them as a partner,” said Billie Jean King Cup Limited Chair, Ilana Kloss. “Their dedication to inclusivity and impact mirrors our mission to promote equality and excellence in women’s sports. This partnership will inspire athletes and fans alike, highlighting the beauty of diversity and the strength of unity.”
As for its second partnership news, e.l.f. shared that it is a founding member of iHeartMedia’s recently launched Women’s Sports Audio Network. The audio platform is dedicated to help amplify well-known and new influential women athletes and relevant programming to listeners nationwide.
“We’re thrilled to strengthen our partnership with e.l.f. and join forces to create a racket around the need for more equality for women in sports by bringing the power of iHeart’s massive audio audiences together with tennis icons like Billie Jean King and Rennae Stubbs who paved the way for women to take the court when no one believed,” said Gayle Troberman, CMO for iHeartMedia.
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The partnership with iHeartMedia will include a live recording of the “The Rennae Stubbs Tennis Podcast” in the fan zone at the summit.
“Today, there is momentum, but still so much more work to be done before women who want to compete can do so on a level playing field—this is why iHeart Women’s Sports is such an important platform for us to give the mic to everyone who needs to get heard on this topic,” said Troberman.
