Game Face On: The Communications Strategy Behind the Maybelline Women’s Lacrosse League

Written by Jamie Fardin

Account Executive

Photo courtesy of PR Newswire

Women’s lacrosse is one of the fastest-growing sports in North America, but until recently, professional players lacked the spotlight they deserved. That changed in 2025 with a groundbreaking announcement: Maybelline became the inaugural title sponsor of the Women’s Lacrosse League (WLL), transforming the competition into the Maybelline Women’s Lacrosse League. This move marked a defining moment not only for the league, but also for how brands can shape the future of women’s sports through smart communications.

According to a PR Newswire release, Maybelline’s sponsorship is about more than cosmetics. The brand positioned the partnership around confidence, empowerment, and resilience, values that mirror both its legacy and the athletes who compete at the highest level. By becoming the first-ever title sponsor of the WLL, Maybelline created an opportunity to connect with players and fans through an authentic message: beauty and athleticism can coexist.

Driving Media Engagement

Photo courtesy of Footwear Magazine

From a communications perspective, the results have been striking. At the league’s inaugural championship, the WLL generated 37 million organic impressions across social channels, set a women’s professional lacrosse streaming record on ESPN+, and reached new audiences who might not have engaged with the sport otherwise. Fan recall of the partnership was equally impressive: 98% identified Maybelline as the WLL’s sponsor, outperforming competitor benchmarks, while 75% agreed the brand helped push women’s lacrosse forward (Hashtag Sports).

The WLL has also mutually benefited Maybelline’s brand recognition amongst youth athletes and fans. 73% of fans hadn’t purchased Maybelline products in over a year before the partnership, however 47% said they would be more likely to buy Maybelline products after the announcement. 61% enjoyed seeing a beauty brand back professional women’s sports (Hashtag Sports).

These numbers demonstrate how effective sponsorships can extend beyond logo placements. By attaching itself to an emerging league, Maybelline positioned its brand at the center of a rising cultural conversation.

Activations that Tell a Story

What made the partnership resonate was its activation strategy. Maybelline introduced the “glam van” at media day, providing makeup services for players and creating a content studio to capture behind-the-scenes moments. At games, fans engaged with bracelet-making stations, interactive murals, and product giveaways. These communications touchpoints are designed to blend sport, beauty and community. This omni-channel storytelling elevated the experience for both athletes and fans, showing that sponsorships can create emotional connections, not just awareness.

With women’s lacrosse joining the Olympic lineup at the LA28 Summer Games, Maybelline’s investment is helping the sport build the momentum it needs to shine on the world’s biggest stage, gaining growing visibility and empowerment. 

Photo courtesy of Women's Lacrosse League

The Maybelline Women’s Lacrosse League is proof that when a brand invests authentically in women’s sports, the impact is transformational. Maybelline’s effect has extended far beyond a title. It has amplified its voice, given athletes a platform and built meaningful engagement with fans. For women’s lacrosse, this partnership signals a future of growth and visibility. For Maybelline, it demonstrates how strategic sponsorship can transform brand perception and foster loyalty.

The message is clear: when confidence and empowerment drive the story, everyone wins.