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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

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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