The Indianapolis Motor Speedway announced on Tuesday that e.l.f. Cosmetics has been named as an official partner of IMS and Sunday’s 108th running the Indianapolis 500 presented by Gainbridge.

J Douglas Boles, President of IMS commented saying:

Adding a partner like e.l.f. Cosmetics introduces the Racing Capital of the World to new audiences, including women and girls. “e.l.f. is engaging with our fans in new and exciting ways from Roblox and Snapchat to their 500 Beauty Squad loyalty members. Visitors to IMS will definitely want to check out e.l.f.’s immersive activation space while at the track during race weekend.”

e.l.f. Cosmetics extend their involvement in the Indianapolis 500 as they are also serving as primary sponsor to Katherine Legge’s No.51 e.l.f. Cosmetics Dale Coyne Racing Honda.

Kory Marchisotto, chief marketing officer, e.l.f. Beauty said:

At e.l.f., we want to see more women in the driver’s seat – whether in the boardroom, on the court, in the stands or on the racetrack. “We believe inclusivity gives communities who are so passionate about something like racing a win-win outcome because it brings more people into the tent as fans, talent and sponsors. Nine trailblazing women have competed in the Indy 500, and we hope to see this number grow swiftly in the years ahead while also expanding roles and opportunities on teams and crews. Our goal is to create spaces where women and girls feel included and accepted, giving them the confidence to take the wheel and set their own course.

Marchisotto went on to say:

e.l.f.’s expansion into sports connects to our broader mission to push for diversity in boardrooms and beyond. We know that 94% of female C-suite leaders played sports; it’s an integral part of their success and community. And when women get in on the action, culture progresses.”

e.l.f. is also hitting IMS beginning Friday, May 24 with an immersive activation space that empowers legendary females and history makers with a festival-style footprint that will continue through the race Sunday, May 26. At the heart of this 40×40 interactive experience is the “Lip Oil Change,” a racetrack-themed activation complete with a pit crew of “glow-up” artists, limited-edition merchandise, including bumper sticker magnets (“Eyeliner as Sharp as My Turns”, “Back the e.l.f. Up”, “Pls Let me Merge before my Mascara Runs”), a female DJ to get the party started and, of course, e.l.f.’s holy grail, Glow Reviver Lip Oils.

On Saturday, May 25, just after sunset at the Firestone Legends Day Concert, e.l.f. will deploy 500 drones for the first-ever Indy 500 Drone Show in downtown Indianapolis. The drones will bring the race to life in the sky in a magical way with 2-D shapes and images, including 3-D animations of IMS’s iconic Wing & Wheel logo, e.l.f. products and Legge’s INDYCAR SERIES car, to truly show that anything is possible.

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