How e.l.f. Cosmetics’ Indy 500 Sponsorship Placed Women in the Driver’s Seat
Event Marketer: B to C Events
JUNE 13, 2024
“This was more than just an event; this was a movement.” –Patrick O’Keefe, VP-Integrated Marketing Communications, e.l.f. Cosmetics e.l.f. sponsored Indy 500 driver Katherine Legge, the only woman who competed in this year’s race. When e.l.f. Cosmetics cruised into this year’s Indianapolis 500 as the first-ever beauty brand to serve as a primary sponsor of a driver, it didn’t just offer a “Lip Oil Change.
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