🥊 Today, Somewhere: Beauty, Ritual and the Rise of Women's Sports

Exploring the unlikely but powerful connection between beauty and women’s sport.

It’s Already Here

You can feel it in the energy of a stadium, the buzz online, the increasing airtime. Women’s sports are no longer trailing or “trending” - they’re setting a new standard. It’s not longer an ‘inclusive marketing play’ for brands that want to look woke, it’s becoming essential.

The numbers tell the story. In April 2024, the NCAA women’s basketball championship drew over 19M viewers, outpacing the men’s final for the first time in history. The WNBA’s viewership is up 170% year over year. In the UK, women’s football welcomed 2.12 million in-stadium fans in 2024 - a 38% increase on the previous season.

This shift is by no means incremental. It’s completely redefining the face of sport - and reshaping how we connect with it. With fresh energy and new audiences come new rituals, values and stories. And with more eyeballs, naturally, come the brands.

Beauty and the Baller

It feels perfectly timed, and long overdue. Partnerships are emerging across categories but the boldest and perhaps the most interesting right now, are coming from beauty. Because while sport is commanding the spotlight, it’s the culture surrounding it that’s capturing people’s imagination. The warm-up, the wind-down, the mirror mantras and the quiet ritual. And that’s where beauty thrives.

At first glance, beauty and sport may feel like an unlikely match. One is all about aesthetics, the other about performance. But both beauty and sport are rooted in ritual, grounded in discipline and tied to the idea of feeling strong and confident in your skin - whether walking onto a court or into a meeting. And for beauty brands, there’s no better stage to prove a product works than on the face of someone sprinting, sweating, and playing their heart out. Forget “does this mascara hold up when I cry?” - the real test is whether it lasts through a tense, five set thriller on Center Court under the heat of the Wimbledon sun.

⬆️ Sha'Carri Richardson serving lewks on race day

What used to live in separate spaces is increasingly overlapping, shaped by how we consume athletic culture and how we crave a fuller, more authentic view of the people who star in it.

Fans want to see beyond the performance on the court or pitch. What are athletes wearing in the tunnel? Who are they dating? What brands do they rep? And yes, what’s their skincare routine? These off-court moments have become just as magnetic as the game itself, often turning casual followers into real fans, with some people discovering the athlete first before falling in love with the sport that gave them that platform in the first place.

And that interest drives results. Research shows that women are 54% more aware of sponsors - and 45% more likely to buy from team sponsors - than men. Visibility in these cultural spaces isn’t just symbolic; it’s super effective.

⬆️ Serena Williams skin care routine via Vogue’s Beauty Secrets series

Athletes may live in performance, but behind every game is a routine: the pre-match rituals, the recovery process, the quiet preparation. And that’s where beauty brands thrive. There’s something powerful about meeting people in their rituals vs in the spotlight: a touch of lip balm before stepping out. A calming serum after a match. These small acts of care signal control, presence and readiness.

And some brands are starting to build their presence (and their legacy) not just through big, on-court moments but also in the quieter, more intimate spaces that surround them.

The Playbook at its Best

e.l.f. beauty has taken a serious, strategic, multi-sport approach from women’s football, hockey, racing, wrestling, and more - while backing female athletes with real investment. They became the first beauty sponsor of the NWSL in a three year deal, launching initiatives like the “Glow for Glory Contest” to support young athletes. e.l.f. are a prime example of a brand building community and advocacy through sport.

Fenty Beauty is also making big moves in sports. Rihanna’s brand just this year became the official beauty partner of the WNBA’s New York Liberty for the 2025 season. The partnership includes in-arena activations (even including Ellie the elephant, the teams mascot), collaborative fan experiences, and logo placement on shirts and warm up gear.

⬆️ Katherine Legge supported by e.l.f. Cosmetics in the Indy 500

These sponsorships don’t come with predictable ad cycles, they’re creating a new cultural language, where beauty and sport co-create community, ritual and identity. Through everything from locker room content to in-arena rituals these brands are showing up in the emotional moments that surround performance. They’re not just backing teams and taking up space: they’re actually backing women - structurally and long-term - through athlete development programs, grassroots initiatives and multi-year commitments. And by recognising that performance is about more than the game, that it includes care, prep, and self-expression, they’re expanding what beauty in sport can look like - literally.

For brands stepping into the world of women’s sport (do it - but) here’s a few considerations on how to come correct:

• Culture moves around ritual, not reach. It’s not just about visibility and spotlight, it’s also about showing up in the quiet moments: the prep, the pause, the wind-down.

• Invest in the long game. Multi-year partnerships, grassroots programs, and athlete development show that you’re not here to rent space - you’re building trust and legacy.

• Support the athlete, not just the audience. Today’s fans notice who brands elevate and how they support them on their journey. Authenticity isn’t a tone - it’s a choice you make.

Where the Game is Going

So no, this isn’t just a marketing moment - it’s a shift in how we understand performance, identity, and influence, and we’re at the start of a new dawn for womens sports. The relationship between beauty and sport is deepening and in the process both are taking new shape and opening up new opportunities for fandom to evolve.

The smartest brands aren’t chasing visibility for visibility’s sake. They’re choosing long-term partnerships and real commitment, showing up in the emotional rhythm of sport: the locker room, the pre-game rituals, the post-match calm.

Because in the end this isn’t just about who wins - it’s about how we show up. And the brands that choose to show up with care and creativity consistently will l be the ones shaping what comes next.