E.L.F. BEAUTY’s Post

As the pinnacle game of the A-Leagues for women approaches this weekend, there's been some talk of crowd size at the Grand Final. Will the stadium be full? Should tickets be given away? Why don't more people come to women's sports? If there's one thing the World Cup showed us, it's that the past is no guide to the future when it comes to #womensfootball. We are still shaking off the effects of decades-long bans and derogatory presumptions about the value and quality of women's sport. So many myths were busted last year, like: 📺 nobody wants to watch women's football - just the biggest TV ratings EVER recorded in Australia ⚽ the game is too slow - just a lazy 111km/h ball speed from Chloé Kelly for a winning penalty, faster than ANY shot for any Premier League goal last season 🏟 there's no atmosphere at the games - just a new decibel record at Lang Park, louder than any State of Origin, ever! Today I shared a few thoughts with the The Guardian (link below) on the booming value of women's football - both as a sporting spectacle, and for the values it represents: gender equality, women's empowerment, and broad social inclusion. It's a rich new vein of sport, and marketers are finding audience gold. It's past time to overthrow the tyranny of low expectations - tune in, show up and see the A-Leagues Dub Grand Final for yourself! Saturday 4.15 pm, AAMI Park in Melbourne or Network Ten Melbourne City FC v Sydney FC Nick Garcia Helena Dorczak Professional Footballers Australia Football Australia FIFA Women's World Cup™

84% of sports fans are fired up about women’s sports— nearly half of them are women – and yet less than 15% of media coverage is women’s sports 😳 This math is just not mathing ! It’s time to democratize access and level the playing fields. We are making an e.l.f.ing racquet to empower the underserved. This November, E.L.F. BEAUTY is stepping onto the tennis courts in Málaga, Spain, as the proud exclusive skin and cosmetic partner of the 2024 Billie Jean King Cup and co-host of the BJK “Power of Women’s Sports” Summit. This isn’t just a partnership; it’s the beginning of a multi-year, global mission to empower legendary females and ignite change! Why the Billie Jean King Cup…? ✨it is the first global sporting competition named after a woman. ✨it is the women’s world cup of tennis bringing together powerhouse women tennis players from around the world. ✨it is the world’s largest annual international team competition in women’s sports. BJK is not only a beloved member of our e.l.f. family, she’s also my idol, inspiration, and a bold disruptor with a kind heart. Billie Jean King is the GOAT 🐐 Together, we’re breaking down barriers and showing up in true e.l.f. style—bold, unapologetic, and ready to make some e.l.f.ing noise. Learn more about our partnership: https://lnkd.in/gfnejTJB

As we reflect on the incredible achievements at the Paris Olympics 2024 🇫🇷, one fact stands out: Women were responsible for 60-65% of Team USA's gold medal victories🏅. This is a powerful reminder of the strength, skill, and determination that women bring to the world of sports. Being from Puerto Rico 🇵🇷, I take pride in the fact that the only two gold medals for our small island have come from women: Monica Puig in women’s singles tennis (2016) and Jasmine Camacho-Quinn in the 100m hurdles (2020). It's time to recognize the immense potential in women's sports and make meaningful investments that match their impact. The success we've witnessed isn't just about winning medals, it's about breaking barriers, inspiring future generations, and redefining what's possible. Investing in women's sports is investing in the future of sports. Let's continue to support and amplify these incredible athletes who are leading the industry. #WomenInSports #Olympics #Investment #SportsLeadership

This is a great report from Ministry Of Sport and there is a lot we can all do to advocate for increase investment in women sport and women athletes. What we are noticing however is some brands are challenged with the "why" & the "how" to invest. Why: https://lnkd.in/g67zdcQc How: https://lnkd.in/gFqia9h4 Inner Sanctum Sports Management can help you identify and develop a women sport strategy and connect you to the amazing female athletes of Australia!

Watching the Olympics this year has been inspiring and heartwarming. The upsets, the challenges, the underdogs, the abundance of good sportsmanship and goodwill.... these Olympics have been a wonderful example of how sports can bring out the best in humanity. Let us never forget that the sport industry can also bring out the worst policies in businesses, especially for women. I hope all the momentum that has been building this year for women's sports continues to grow so that it forces the industry to develop equitable practices (to include pay!). https://lnkd.in/g5HmVAPD

🚨 The Madness Continues… Imagine training your whole life, only to have your dreams crushed by someone who doesn’t belong in your race. 🏃♀️ Valentina Petrillo, an Italian sprinter, is making headlines at the Paralympics. But here's the kicker: until recently, Valentina competed as a man. Yes, you read that right—and quite successfully, by all accounts. Indeed, if my eyes aren't deceiving me, Valentina remains perfectly well intact in the tackle department. He recently told an interviewer that competing in the Olympics has been a dream since he was a "little girl." 🤯 Let that sink in… This is the same person who married a woman and fathered two children. Now, two things need to be said: 1️⃣ This individual needs help. We should offer support, but not at the expense of fairness. Competing against women in this way is not just wrong on all levels. I detest this individual for even thinking his actions are acceptable. 🤢 2️⃣ The sporting governing bodies are failing women. They have been ideologically captured, abandoning the principles of fairness and competition. For the love of sport, women, stand up and raise your voices! 🗣️ Join Martina, Sharon, and J.K. Rowling—the brave women calling out this insanity. 🛑 Together, you can stop these disgraceful men from ruining your sport. Stand up. Speak out. Take action. 💪 Women’s sports deserve better. #FairPlay #SaveWomensSports #StandUp

The Olympic Trials for USA Track & Field didn’t disappoint! They were, as ever, full of “thrill of victory, agony of defeat” moments, including for our biggest stars: Some made the team, e.g. Sha’Carri Richardson. Others didn’t, e.g. Athing Mu. Sydney McLaughlin-Levrone set another world record in the Women’s 400m hurdles, on the last day, in the very last event. Paris is going to be special. Two notes from the Trials on sex and gender in sports: 🥇 The performance gap between the XX and XY athletes was wide as ever, but that did nothing to diminish the athleticism, excitement, and expressive value of the competition. All the performance gap does – assuming we also care about seeing and celebrating the best XX athletes on the planet – is justify the existence of and support for a separate protected female category. Male and female bodies are different structurally and physiologically, but they’re both capable of amazing things! - Nikki Hiltz ran 3:55.33 to win the Women’s 1500m. (Cole Hocker ran 3:30.59 to win the Men’s, which made for an 11.1% gap between the two.) - Sydney McLaughlin-Levrone ran 50.65 to win the Women’s 400m hurdles. (Rai Benjamin ran 46.46 to win the Men’s. The women's hurdles are shorter so this event isn’t directly comparable, but the gap between them was 8.6%.) - Sha’carri Richardson ran 10.71 to win the Women’s 100m. (Noah Lyles ran 9.83 to win the Men’s, which also made for an 8.6% gap between the two.) 🥈 After Hiltz won the Women’s 1500m, NBC News announced: “Transgender runner Nikki Hiltz is headed to the Paris Olympics.” Per its adoption of a trans advocacy group’s style guide, the article was devoid of anything that might indicate Hiltz’s sex. No qualifier like “man” “male” “woman” or “female.” Just “transgender runner” and they/them pronouns. So the question rang round the world: Did an XY athlete win the USA Championships in the Women’s 1500 meters? Here's the answer, from the conclusion of the section of my book - On Sex and Gender - about eligibility standards for girls’ and women’s sports: “As we work through these challenges, it’s important to hold on to the difference between sex and gender. Competitive sport separates us by sex for good reasons, but it also welcomes—or should welcome—gender diversity within sex categories, just as it does—or should do—within age categories. Athletes have always had gender identities all along the spectrum. Caitlyn was inside Bruce when Bruce won gold in the decathlon at the 1976 Olympic Games. Nikki Hiltz, the new American record holder in the women’s mile, identifies as transgender nonbinary and uses they/them pronouns. They belong in the female category because they’re female; they’re celebrated as a member of Team USA because they’re a great athlete in their sex class; and they’re embraced on the international circuit because they’re a special human being.”

With the 2024 Olympics more than halfway over, we applaud the women of Team USA who are leading the medal tally– winning more than double the number of gold medals as compared to their male counterparts. Like many tuning in this year, we feel inspired watching superstars like Simone Biles and Katie Ledecky make history. It also reminds us of the integral role sports has played in the lives of our all-female team and the powerful link between women, sports and leadership.  We’re reminded of a Deloitte study that found that 85% of women who played competitive sports in their youth are more likely to be in leadership or management roles. And we applaud those that are leaning into this space– like Monarch Collective, the $100 million fund from Kara Nortman and Jasmine Robinson focused on accelerating equity in global sports, and Angel City FC, the Los Angeles-based National Women’s Soccer League team—and the first majority female-owned professional sports franchise in the U.S. From resilience to communication to teamwork to problem-solving, our team has learned many valuable lessons in playing sports that have contributed to our career growth and leadership.  We’re glad to see all the enthusiasm for #womeninsports and the discussion about the importance of it – on and off the field.  #Paris2024 #Olympics

Celebrating Women in Sports: A Conversation with Kate Rooney (OLY) We were thrilled to welcome Kate Rooney (OLY), formerly Kate Dennison, a British pole vaulting legend and now an elite-level coach, as a guest speaker for our team at WePlay today! The conversation with Kate was incredibly thought provoking, allowing our agency to delve deeper into what we can do as a company to accelerate growth and generate more revenue for women's sport. Kate's journey is an inspiration, especially for aspiring female athletes. A former British record holder, she competed for Team GB at the 2008 Beijing Olympics and England Athletics at the 2010 Commonwealth Games, where she secured a bronze medal. We were fascinated to learn about her athletic beginnings in gymnastics and her eventual transition to pole vaulting, becoming the first British junior athlete to clear 4.00 meters. Her relentless hard work and determination fuelled her success, taking her to compete at the highest level. Today, Kate's passion for sports continues as she inspires the next generation of athletes through her coaching at Loughborough University. Kate discussed with our team the importance of perseverance and dedication, the challenges female athletes face, along with strategies for overcoming setbacks, emphasising the unique mental fortitude required for women in sports. As Kate powerfully stated, "females athletes need resilience, sometimes its easy to dwell on the lows but you have got to just bounce back week on week." We are so grateful to Kate for sharing her story and insights into women's sport! #InternationalWomensDay #WomensSport #GrowthMarketing