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You can't spell Leafs without e.l.f. Global beauty brand e.l.f. Cosmetics has signed a new partnership with the Toronto Maple Leafs for the 2024-25 regular season.
This is also part of the brand's EYES.LEAFS.FACE. campaign that aims to disrupt professional hockey in a way only e.l.f. can.
During the Toronto Maple Leafs home opener on October 12, 202, a new campaign was launched with a suite of advertising, in-arena events, digital integrations and engaging social media initiatives that celebrate both e.l.f. and the Toronto Maple Leafs.
“Partnering with the Toronto Maple Leafs, the most globally recognized hockey team, was a natural extension of our commitment to inclusivity,” said Patrick O’Keefe, Chief Integrated Marketing Officer of e.l.f. Beauty. “45% of the Leafs’ fan base is female and the EYES.LEAFS.FACE. campaign allows us to connect with these incredible women in a way that’s rarely been done before. We love creating unique, tailored experiences that resonate with them directly."
As a dedicated supporter of the Professional Women's Hockey League (PWHL), the National Women's Soccer League, and the Billie Jean King Foundation, e.l.f. Beauty remains focused on democratizing access for both players and fans. The company's ethos of empowering self-expression and promoting inclusivity is at the heart of its mission, continuing to push boundaries and redefine the role of beauty in sports.
Brands mentioned:
- Brand: e.l.f. Cosmetics
- Property/ Rights Holder:
Toronto Maple Leafs - Agency: 1Milk2Sugars
(click on the link to view the agency's Vendor Directory listing)
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