From 3 to 4 January, 700 athletes gathered for the sixth annual Wonder Women of Wrestling Varsity Tournament in Missouri. More than 3,000 spectators gathered to watch some of the nation’s most formidable high school female wrestlers compete across 1,300 matches. In the background, prominent branding from its new sponsor: Elf Beauty.
The wrestling tournament adds to the growing list of niche women’s sports the cosmetics company is supporting as it seeks to broaden its reach while underscoring its focus on diversity, equity and inclusion (DE&I).
