Earlier this month, cosmetics mega-brand Elf announced its groundbreaking partnership with the National Women's Soccer League (NWSL). The announcement marks another step towards profitability for the NWSL, which saw impressive growth in 2024.
At the end of the season, the NWSL reported an astounding improvement in attendance. The league reported a "five-fold increase over the 2023 season," with total viewership across all Nielsen platforms reaching 18.7 million. 2024 also recorded the highest viewership ever for an NWSL championship game with 1.1 million viewers - an 18% increase over 2023.
The NWSL Skills Challenge in November was also a huge success, peaking at 1.53 million viewers. The event, which aired on the Sunday after the record-breaking NWSL final, benefited from the NFL broadcasts as a lead-in. Thanks to the increased visibility, viewers tuned in eagerly.
NWSL Commissioner Jessica Berman acknowledged the growth of her league at the end of the season. Berman stated the league's goal is to "redefine our value and host more of our games where fans consume content." Recent NWSL reports indicated a 285% increase in viewership and a 47% increase in attendance.
This month's partnership with Elf is another critical step in achieving the NWSL's goal of "expanding and diversifying" its audience. In a Statista study conducted in 2024, Elf was the seventh most recognized cosmetics brand for consumers aged 18 to 64. Study participants were asked to respond to brands according to their brand awareness. They ultimately ranked Elf in the top group, just behind the top three: L'Oréal, COVERGIRL and Revlon.
In elf's announcement, the company emphasized its commitment to increasing female involvement in girls' sports. "By empowering women in sport, elf and the NWSL can inspire the next generation of leaders across industries and show that supporting women in sport is an investment in the future of leaders in all sectors."
The plan is to introduce a Glow for Glory Contest, an open selection competition in key NWSL markets to develop the talents of young female players. Elf will also be the presenting partner of the NWSL Challenge Cup until 2027. Together, the brands aim to inspire the next generation of changemakers.
The association of the NWSL with another prominent brand is a natural fit. The league is thriving, with average club ratings exploding. In 2024, the average NWSL team was worth $104 million, up 57% from the previous year ( Sportico ).
