Leading beauty brand to become presenting sponsor of PWHL Takeover Weekend

TORONTO, ON (March 15, 2024) – The Professional Women’s Hockey League (PWHL) and e.l.f. Cosmetics today announced that they will be teaming during the league’s inaugural season as the first beauty brand of the PWHL. e.l.f. Cosmetics will be an Official PWHL Partner and presenting sponsor of PWHL Takeover Weekend, March 16-17 in Detroit and Pittsburgh, showcasing their support for women’s hockey and empowering girls to pursue their dreams on and off the ice.

“We are delighted to welcome e.l.f. Cosmetics as a new league partner and presenting sponsor of PWHL Takeover Weekend where they will provide fans with a truly unique experience,” said Amy Scheer, PWHL Senior Vice President of Business Operations. “e.l.f. is an industry leader and a champion of diversity and inclusion, and we are proud to align with their values and a common vision of empowering women and girls to achieve their goals and express their individuality.”

“e.l.f. is all about celebrating the beauty of every eye, lip and face, and we are thrilled to join forces with the PWHL to share our products and values with the PWHL community and fans. Empowering women in sports, celebrating self expression and leadership complements e.l.f.’s ethos,” said Patrick O’Keefe, e.l.f. Beauty Vice President of Integrated Marketing Communications. “We are honored to be part of the inaugural PWHL season and to celebrate the amazing athletes who are breaking barriers and making history in women’s hockey.”

During PWHL Takeover Weekend, e.l.f. will host a group of young athletes who will be highlighted during the game and enjoy exclusive ice level access and a meet and greet with PWHL players. On March 16 in Detroit, e.l.f. will gift the first 1,000 fans with an e.l.f. holy grail product as they enter Little Caesars Arena for the game between PWHL Boston and PWHL Ottawa. On March 17 in Pittsburgh, e.l.f. will offer fans in attendance at PPG Paints Arena with the chance to win exclusive prizing during the game between PWHL Montréal and PWHL Toronto.

The inaugural PWHL regular season began on January 1, 2024, and includes 72 games through May 5, 2024, followed by playoffs.

About e.l.f. Cosmetics:
Since 2004, e.l.f. Cosmetics has made the best of beauty accessible to every eye, lip and face. We make high-quality, prestige-inspired cosmetics and skin care products at an extraordinary value and are proud to be e.l.f. clean, vegan, cruelty free and Fair Trade Certified. As one of the first online beauty brands, e.l.f. continues to attract a highly engaged audience and set benchmarks with new digital platforms. Our brand is widely available at leading retailers such as Target, Walmart and Ulta Beauty, and has a growing international presence including at Boots, Superdrug and Douglas. Learn more by visiting:

About the Professional Women’s Hockey League (PWHL)

The Professional Women’s Hockey League (PWHL) is a professional ice hockey league in North America comprised of six teams in Boston, Minnesota, Montréal, New York, Ottawa, and Toronto, each with rosters featuring the best women’s hockey players in the world. Visit to purchase tickets and merchandise, and subscribe to the PWHL e-newsletter to receive the latest league updates. Follow the league on all social media platforms @thepwhlofficial plus all six team accounts @pwhl_boston, @pwhl_minnesota, @pwhl_montreal, @pwhl_newyork, @pwhl_ottawa, and @pwhl_toronto.