In honor of the fiftieth anniversary of Billie Jean King’s milestone “Battle of the Sexes” win over former number-one tennis player Bobby Riggs, E.l.f. Skin is donating $50,000 to the Billie Jean King Leadership Initiative.

Established by King and fellow tennis player Ilana Kloss in 2014, the nonprofit goals to advertise inclusivity and equal pay across the workforce. “Billie Jean King has spent her life championing women and impacting positive change,” said Patrick O’Keefe, vp of integrated marketing communications at E.l.f. Beauty.

In 1973, King formed the Women’s Tennis Association and won equal prize money for female tennis players on the U.S. Open. Shortly after, other major tennis tournaments followed suit.

“[E.l.f.] has a vision to force multiply with like-minded disruptors who share our vision and values,” O’Keefe said.

E.l.f.’s donation to the Billie Jean King Association will go toward boosting access to education and supporting emerging talent across industries. The initiative marks the newest collaboration by E.l.f. — which acquired Naturium for $355 million last month — within the sports realm.

In February, the brand aired its first TV business throughout the Super Bowl and earlier this summer, onboarded Paralympic swimmer Anastasia Pagonis as an envoy.