e.l.f. Makes a New Play on Big Game Viewing to Throw the Ultimate Watch Party for the Community

OAKLAND, Calif.--(BUSINESS WIRE)--Feb 7, 2025--

The Big Game is here, and e.l.f. (NYSE: ELF) is making a new play, joining the live viewing experience and inviting the community to its pioneering first live watch party “The E.L.F. TIME Show.”

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250207828214/en/

The beauty brand known for disrupting norms, shaping culture and connecting communities is committed to meeting every eye, lip and face wherever they are – and research shows that 70% of Americans use an average of two or more media platforms during the Big Game.*

All the action at the “E.L.F. TIME Show” on Sunday, Feb. 9 further amplifies the sticky bond e.l.f. has made with the football community throughout the season through the “eyes. lips. face. fandom.” campaign that celebrates fan-favorite Power Grip Primer, the No. 1 SKU in mass cosmetics**

“With our viewing party, we unleash an e.l.f. twist on democratizing access to sports fandom. We always want to be with the community, literally where they are as their tried-and-true bestie,” said Laurie Lam, e.l.f. Beauty’s Chief Brand Officer. “And what do besties do on Big Game day? They have e.l.f.ing fun!”

Enjoy the cheesesteaks and BBQ and experience the Big Game with the e.l.f. made entertainment roster:

“The E.L.F. TIME Show”

“The E.L.F. TIME Show,” an innovative second-screen companion experience running parallel to the Big Game, has an all-star host lineup led by sportscaster Suzy Shuster, actress and comedian Yvonne Orji and drag queen Heidi N Closet. The trio will bring fun and gripping commentary and keep the party going – including giveaways – while Christopher Kouros, as “Klaus” reports from New Orleans. Watch live across e.l.f.’s channels on TikTok, Twitch, Instagram, YouTube, Amazon and elfcosmetics.com.

Who is Klaus?

e.l.f. recently released “e.l.f. von zehn,” a global campaign first launched in the German market that puts real product reviews through outrageously literal and seriously funny lab tests. Klaus is e.l.f.’s new “Chief Science Officer”, who awarded e.l.f.’s Power Grip Primer, Halo Glow Liquid Filter, Lash Xtndr Mascara and Glow Reviver Lip Oil an “e.l.f. von zehn” – which translates to 11 out of 10!

“e.l.f. von zehn created a product rating scale for our global community, upholding a shared value of premium quality,” said Lam. “Why stop there? Let’s normalize the bizarre and apply Klaus’ rating system to New Orleans and its attractions.”

Democratizing access

During the Big Game, the “e.l.f. von zehn” spot will air on Tubi, which provides free entertainment to 100+ million monthly active users. e.l.f. will be the only participating beauty brand in Tubi’s live Big Game programming, a first for the streaming service.

e.l.f. is the first brand sponsoring Tubi's recently launched shoppable experience, allowing viewers to shop their e.l.f. favorites directly on shop.tubi.tv without disrupting their viewing experience.

More of a puppy fan?

e.l.f. is the Official Cosmetics Partner of Animal Planet's Puppy Bowl XXI, also on Sunday. e.l.f.’s “eyes.lips.face.fandom” ad spot will air during the four-legged sporting event on Animal Planet, Discovery and TBS. This partnership raises awareness for shelter pets and reinforces e.l.f.’s vegan and cruelty-free values.

History of total disruption:

e.l.f. is no stranger to making noise at the Big Game. In 2023, as one of the only beauty brands to show up in front of one of the largest TV audiences, e.l.f. disrupted with a sticky ad that showed everybody that beauty belongs everywhere. Last year, “Judge Beauty” delivered a verdict at the Big Game that it’s a “crime” to overpay for makeup. This year, e.l.f. takes a multi-pronged, disruptive, never-been-done before approach to the Big Game that reflects the e.l.f. ethos to bring the best of beauty to every eye, lip and face.

Tune in across our channels Sunday, Feb. 9 at 6:30 pm ET/3:30 pm PT:

Amazon

Instagram

TikTok

Twitch

YouTube

*From AdTaxi, 2025 Super Bowl Survey.

** " *e.l.f. Cosmetics claim based on data reported by NielsenIQ through its Scantrack Service for the Mass Market Color Cosmetics category for the 52-week period ending December 28, 2024 for the US xAOC channel according to e.l.f. Cosmetics custom product hierarchy. Copyright © 2024, Nielsen Consumer, LLC."

About e.l.f. Cosmetics

e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free and we have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.

e.l.f. debuts “The E.L.F. TIME Show,” an innovative second-screen companion experience running parallel to the Big Game with an all-star host lineup led by sportscaster Suzy Shuster, actress and comedian Yvonne Orji and drag queen Heidi N Closet. (Photo: Business Wire)

e.l.f. debuts “The E.L.F. TIME Show,” an innovative second-screen companion experience running parallel to the Big Game with an all-star host lineup led by sportscaster Suzy Shuster, actress and comedian Yvonne Orji and drag queen Heidi N Closet. (Photo: Business Wire)

e.l.f. debuts “The E.L.F. TIME Show,” an innovative second-screen companion experience running parallel to the Big Game with an all-star host lineup led by sportscaster Suzy Shuster, actress and comedian Yvonne Orji and drag queen Heidi N Closet. (Photo: Business Wire)

BUFFALO, N.Y. (AP) — Newly hired Buffalo Sabres general manager Jarmo Kekalainen has wasted little time reshaping the team’s front office by hiring former Canadiens GM Marc Bergevin and Josh Flynn to his staff.

The hirings, announced by the team on Sunday, come in Kekalainen’s first week on the job, and a day after he fired assistant GM Jason Karmanos. Kekalainen took over on Monday in replacing Kevyn Adams, who was fired with the Sabres already in jeopardy of extending their NHL-record playoff drought to a 15th consecutive season.

”(They) bring a wealth of unique experience and perspective,” said Kekalainen, the former Columbus Blue Jackets general manager, who spent the previous six-plus months as a senior advisor in Buffalo. “Adding both to an already strong group adds versatility and helps us continue to build a well-rounded hockey operations staff.”

Bergevin fills the associate GM position, and will serve as Kekalainen's top adviser. He joins the Sabres after spending parts of the past five seasons as a senior adviser with the Los Angeles Kings.

The 60-year-old Bergevin most notably oversaw the Canadiens from 2012-21, over which Montreal made six playoff appearances, including a five-game series loss to Tampa Bay in the 2021 Stanley Cup Final. He previously worked in player personnel and scouting roles with the Chicago Blackhawks.

“Marc has firsthand experience as an NHL general manager and a track record as a strong talent evaluator,” Kekalainen said. “His insight will be invaluable as we continue to identify and develop talent throughout the organization.”

Flynn was named assistant GM and previously worked under Kekalainen with the Blue Jackets specializing in salary cap management, statistical research and strategic planning. Flynn’s role will be similar in Buffalo.

“I know that his attention to detail and nuanced understanding of league processes will help to enhance how we support our broader organization,” Kekalainen said.

Flynn’s responsibilities are similar to that of Buffalo’s current assistant GM Mark Jakubowski. With Karmanos’ departure, Jakubowski’s duties will likely shift more to overseeing the Buffalo’s American Hockey League affiliate in Rochester, New York.

Kekalainen has also retained Sabres assistant GM Jerry Forton, who serves as the team’s chief amateur scout.

AP NHL: https://apnews.com/hub/nhl

FILE - Montreal Canadiens general manager Marc Bergevin looks on during third-period NHL hockey game action against the Winnipeg Jets in Montreal, Jan. 6, 2020. (Graham Hughes/The Canadian Press via AP, file)