By Thilhara De Mel, ABC
US rugby player Ilona Maher attends the 2025 ESPY awards at the Dolby Theatre in Hollywood, California on July 16, 2025. Photo: AFP / Valerie Macon
Ilona Maher is one of the biggest stars of women's rugby, largely thanks to her huge social media following and her messages around self-love and embracing who you are.
Standing out for her muscular build and signature red lipstick, the American sends the message that there are many different ways to be a female athlete.
"Strong is beautiful. Strong is powerful. Sexy is whatever you want it to be, and I hope more girls can feel how I feel," Maher said after accepting the ESPY Award for Best Breakthrough Athlete last month.
The Olympic bronze medallist has consistently pushed back against the idea that you need to fit a certain mould to be an athlete.
"You don't have to sacrifice your femininity to play any sport," she told Allure.
Her message is clear: femininity is not a contradiction of strength, but a celebration of it.
And beauty brands are starting to catch on by teaming up with athletes, sports teams and global sporting organisations through multi-million-dollar sponsorship deals.
Counting women in
From courtside skincare campaigns and athlete partnerships to race-day fan activations, beauty brands are now diving headfirst into the world of sports sponsorships.
Historically, women's sport has not been at the forefront of major sports sponsorship deals due to a lack of media coverage, but they are currently experiencing unprecedented growth.
Maher alone has deals with Adidas, retailer TJ Maxx, L'Oreal, skincare company Paula's Choice and deodorant brand Secret, among others.
Deloitte found global revenues in women's elite sports were predicted to hit US$2.35 billion (NZ$4b) in 2025, up 240 per cent from $692 million in 2022.
What once might have seemed like a surprising crossover is now a strategic play that many brands are cashing in on.
Formula 1 is a prime example - over 40 percent of its fans are female, with women aged 18-25 the fastest-growing viewer demographic in the sport.
The introduction of the all-female F1 Academy a couple of years ago has seen beauty partnerships follow.
In 2024, British beauty brand Charlotte Tilbury became an official partner of the F1 Academy, and it was more than a name-plastered-on-a-car kind of deal.
It was the company's first global sports sponsorship and came with a branded race car, suit and helmet, as well as a make-up team in the F1 Academy Paddock Club.
And make-up company Mecca has hosted fan experiences at the Australian F1 Grand Prix and the Australian Open.
US reality TV personality Kim Kardashian, left, and Khloe Kardashian arrive at San Giorgio Maggiore on the wedding day of Amazon founder Jeff Bezos and Lauren Sanchez, in Venice on June 27, 2025. Photo: AFP / MARCO BERTORELLO
Cosmetic brand Glossier has been the WNBA's "official beauty partner" since 2020, and in 2023 Kim Kardashian's SKims signed a multi-year partnership deal as the "official underwear partner" of the NBA and WNBA.
These deals are not just about boosting a brand's reputation or recognition - they are also a way for big sports leagues to reach new audiences as more women get introduced to these sports through their favourite brands.
Helping to 'break down stereotypes'
Professor Norm O'Reilly who is the Dean of the University of New England's College of Business, said brands must navigate a complex space.
"This is a bit of a double-edged sword as the balance between objectifying women and celebrating their femininity/beauty can be a fine line," he said.
"That said, if done right, and with smart authentic marketing and the right message … It can help break down stereotypes."
Tennis champion Coco Gauff is another athlete championing the shift, having collaborated with New Balance on tennis kits that merge fashion with performance.
"I feel like fashion, especially in Gen Z, is very important now," she told The National.
"I like to dress up. So I'm just trying to bring what I'm interested in and hoping other people will be interested as well."
US tennis player Coco Gauff Photo: photosport
And Olympic track star Sha'Carri Richardson has become known for her trademark nail designs and vibrant hairstyles.
These athletes are proving that sport and style can work hand in hand, creating a more expansive and inclusive vision of what it means to be a modern female athlete.
Organisations like Formula 1 are taking the opportunity to engage both female fans and the wider networks around them, breaking down barriers between women's interests and sport fandom.
And the successful beauty brands are reframing the way they advertise their products to cater to the active lifestyles of athletes.
In doing so, they are not only changing the culture around make-up or beauty in sport, but also breaking down long-standing stereotypes.
And in that simple but powerful shift, a new generation is being inspired to stay connected to sport while being unapologetically themselves.
Thilara De Mel is a freelance writer based in Sydney with a passion for sport.
-ABC
