Maybelline Women’s Lacrosse League

ABOUT THIS ENTRY

Maybelline’s title sponsorship of the Women’s Lacrosse League was a game-changing moment for women’s lacrosse, addressing the void of a professional experience in the fastest-growing sport in North America. Despite high demand, the women’s pro game lacked a platform—until Maybelline stepped in. Staying true to its mission “Work Hard, Play Hard, Make Change,” Maybelline redefined the landscape by creating an activation that was as inclusive as it was impactful.

As the in-game emcee moved through the sold-out crowd at the inaugural Maybelline Women’s Lacrosse League Championship, young girls shared their dreams of playing professionally—made possible by Maybelline’s transformative title partnership and brand activation. Generating 37M organic impressions across league social channels and charting a women’s professional lacrosse streaming record with the WLL Championship Game on ESPN+, the impact is clear: 75% of WLL fans surveyed believe Maybelline has “pushed the sport of women’s lacrosse forward.”

How does this represent "Excellence in Engagement"?

Before the partnership, 73% of fans hadn’t purchased Maybelline products in over a year. Post-event, 47% said they’re more likely to buy Maybelline. 61% enjoyed seeing a beauty brand back pro sports, and 98% correctly identified Maybelline as the WLL’s Title Partner — outperforming competitors in multiple-choice recall. Impact on pro athletes was equally significant—100% of surveyed players reported Maybelline had a positive impact on their experience—underscoring Maybelline’s game-changing presence. Ultimately, 75% of fans agree Maybelline has pushed the sport of Women’s Lacrosse Forward.

Objective

Maybelline’s entitlement of the Women’s Lacrosse League is inherently unique as the league’s first ever title sponsor, for the WLL’s first ever Championship. From the launch of the partnership, announcement of the league’s inaugural rosters, brand activation, and competition, this partnership encapsulates “first of its kind.” The strategy was clear: generate headlines with a historic partnership, tell engaging stories through media and content, and forge a deep connection between Maybelline and the lacrosse community.

Every element of the Maybelline WLL partnership was designed with multiple creative purposes in mind, maximizing impact and engagement. From an on-site “glam van” boosting player confidence on media day to friendship bracelet stations fostering fan-player connections, and everything in between, this fully integrated partnership set a new standard.

This launch wasn’t just a one-time event—it set the stage for future Maybelline WLL collaborations. Maybelline hosted women from local nonprofit organizations, including Women Veterans Interactive Foundation, and this spring, they’ll partner for a special Prom Night campaign, providing young athletes with glam to celebrate their big day. The activation not only elevated the present but also built a lasting connection between Maybelline and the lacrosse community.

Strategy & Execution

This was a fully integrated, omni-channel activation, with content spanning playful behind-the-scenes footage, heartfelt press conferences, player interviews, and in-venue fan engagement.

To ensure players felt their best for their first-ever game day roster pictures, Maybelline and the WLL concepted and executed the “glam van,” a space that served as both a makeup station and a dynamic content studio. On-site, the activation space was vibrant, welcoming, and interactive, offering fans product samples and opportunities to engage with brand ambassadors. Post-game, the space transformed into a fan-centric hub, featuring a meet-and-greet autograph zone, a friendship bracelet-making station, and a Maybelline-inspired mural for the perfect photo op.

On-site, Maybelline focused on creating long-lasting memories, including the memorable friendship bracelet exchange between fans and pros, where fans took home a physical token of the experience, along with free Maybelline product. Amplification across broadcast, uniform integrations, and massive earned media further magnified the campaign’s reach. This activation didn’t just give women’s lacrosse the platform it deserved; it did so with a blue-chip brand rooted in empowerment and confidence, making the activation both authentic and successful.

Organizations

• WLL
• PLL
• Maybelline

Links

•   Website

Featured

• Charlotte North
• Alex Aust Holman
• Lizzie Colson
• Izzy Scane
• Ally Mastroianni
• Coach Jackie J
• Tari Kandimari

Credits

Paul Rabil
Co-Founder & President
Premier Lacrosse League

Mike Rabil
Co-Founder & CEO
Premier Lacrosse League

Ariana Parasco
SVP, Brand and Consumer Engagement
L’Oréal

Jessica Feinstein
SVP, Marketing, Maybelline
L’Oréal

Matty Lee
Chief Commercial Officer
Premier Lacrosse League

Rachael DeCecco
VP of Lacrosse
Premier Lacrosse League

Kristen Bandos
VP of Partnerships
Premier Lacrosse League

Courtney Ellis
Sr. Director, WLL Business Operations
Premier Lacrosse League

Maddy Blakeman
Sr. Director, Fan Experience
Premier Lacrosse League

Emma Adams
Director of Social Media
Premier Lacrosse League

Quinn Magnus
Social Media Coordinator, WLL
Premier Lacrosse League

Andrew Sinnenberg
COO & Co-Founder
Premier Lacrosse League

Tom Brady
Chief Media & Marketing Officer
Premier Lacrosse League