LONDON — Women’s soccer has been rapidly gaining momentum within the U.K. and Il Makiage is getting in on the motion.

The Recent York-based brand has change into the official beauty partner of Arsenal Women, which relies at Emirates Stadium in London, England, and which is able to launch a multichannel campaign called “Concentrate on My Game Face.”

Long within the shadow of their male counterparts, Arsenal Women has been breaking ticket sale records, garnering much public interest and inspiring young girls to get entangled in the game which has historically been dominated by male players.

Arsenal Women is some of the globally recognized women’s football teams, and one in all the U.K.’s most successful, with 58 trophies.

Il Makiage and Arsenal Women said the multiyear partnership goals to expand the team’s reach to latest, global audiences, “and to raise the impact and influence of ladies’s football more broadly.”

The sweetness brand said it can have a major presence at Meadow Park, where the house matches are played, and Arsenal’s home, Emirates Stadium, through the women’s games.

The partnership includes LED branding rights on the Emirates Stadium and Meadow Park during Arsenal Women matches, in addition to a pitchside board at Meadow Park, logo inclusion on interview backdrops, in-stadium activations and extra experiences to amplify the partnership.

The players themselves may have access to a limiteless supply of beauty products.

The partners said the aim of the campaign is to “elevate the strides women athletes are making all over the place, in addition to the collective efforts to encourage a confidence and joy in football for ladies, girls and fans of all ages.”

Dmitri Kaplun, chief executive officer of Il Makiage, said Arsenal Women “is shaping the long run of the game each time they step onto the pitch. These incredible athletes personify who the Il Makiage woman is — fierce, powerful and ground-breaking.”

He believes the partnership works because Arsenal Women and Il Makiage “are each setting latest standards of their respective fields,” and have each experienced a burst of growth and recognition over the past few years. 

Juliet Slot, chief business officer at Arsenal, said the partnership “will help to grow women’s football in a sustainable way. This shows the impact the sport is having world wide, and we’re excited to work together to support the continued growth of Arsenal Women.”

Launched in 2018, Il Makiage is a prestige direct-to-consumer brand that works with Oddity, a consumer-tech company that builds and scales digital-first brands.

Il Makiage employs greater than 200 people, including a technology team of 80. It has an office in Recent York City and a research and development center in Tel Aviv, Israel. In 2020 it began expanding globally, with launches within the U.K., Germany and Australia.