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  • Writer's pictureMolly Elizabeth

How e.l.f. Is Championing the Next Generation of Football Stars

U.K. football, that is.


When the Lionesses, captained to marvellous success by Arsenal’s Leah Williamson, won the Euros in 2022, the future of women’s football changed in one glorious Chloe Kelly strike. After 50 years spent unjustly waiting in the wings and time spent battling for a fragment of funding, a crowd of 87,000 watched in awe as England, finally, brought it home. For many, this was the first time they witnessed women playing football. For many, this was the first time they realised they, too, could realistically grow up to be the next Jill Scott or Mary Earps. 

That spark is being championed by e.l.f. Cosmetics as they embark on a mission to support women’s sport globally. Katherine Legge of IndyCar, the Professional Women’s Hockey League in the U.S., and tennis icon Billie Jean King have all received support from the beauty brand. Now, e.l.f. looks to support the next generation of England’s football stars as they announce a fresh partnership with Accrington Stanley Women Football Club, a community-based club based in Lancashire in the North of England. 

Seeking to empower and uplift the women and girls at ASWFC, e.l.f. will support the team kit and provide a new mascot — Sticky, who takes the form of the brand’s beloved Power Grip Primer. Former Lioness and Everton footballer Izzy Christiansen will lead training sessions for the club, sharing her years of experience and expert knowledge. 

As the young club journeyed to the United States for the Dallas Texans International Girls Cup, e.l.f. championed the team’s 15 to 18-year-olds as they showcased their ever-growing ability and nurtured their game. In a monumental move looking to secure future prospects, players had the chance to be scouted for U.S. university scholarships — many of today’s brightest stars, including Alessia Russo, Lucy Bronze, and Rachel Daly, cultivated their early careers in the States.

Christine Cassidy, Vice President and General Manager of e.l.f. Beauty, said of the partnership: “At e.l.f., our mission is to disrupt norms, shape culture and connect communities, and there is no sport that connects communities in the U.K. more than football.” 

Following the remarkable 2022-23 season, almost 1,500 new football teams were registered in the UK, according to the FA. Baroness Sue Campbell, director of Women’s Football at the FA, said earlier this year: “The priority is to make the game accessible to all women and girls, so that no matter their background or circumstance, all can access the benefits of football and the opportunities it can bring.”

Accessibility comes when global brands like e.l.f. bring not only funding but hope. “To have the support of a brand that we share so many core values with means a lot to our integrity and future aspirations,” Sami Smithson, ASWFC Chairperson, said. “The support of e.l.f. has been able to put our girls & women, of this small club with big ambition, on the world map as well as continue to inspire and include many girls and women from Accrington and surrounding areas. e.l.f.’s belief in us is something our community is using as a confidence boost on and off the pitch.” 🌀


Molly Elizabeth is a freelance fashion writer and commentator based in London.


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