As part of its sponsorship deal with the NHL’s Toronto Maple Leafs, e.l.f. Cosmetics is taking to the ice this hockey season with different activations aimed at women fans.

The company plans to launch a testing booth and photo station at the next Leafs game on March 13, where visitors can take a selfie and get some of the brand’s products. Right in the middle of the match, e.l.f. will also throw products into the crowd and run a guessing contest in which gamegoers must guess the name of some of the brand’s cosmetics in order to win a bag of products. The activations will be supported by Leafs and e.l.f. social media promotion, as well as OOH ads outside the Scotiabank Arena.

The brand had already kicked off its sponsorship deal on January 29, during the game against the Minnesota Wild, where it set up a sample booth and launched an e.l.f. fan cam. The activation was accompanied by social media promotion, where female Leafs fans were engaged through collaborations with influencers, who amplified the message that beauty should be everywhere, including the ice rink.

The activations expand on e.l.f.’s “Eyes.Leafs.Face” campaign, which was launched last October and included in-arena events, digital integrations, and social media initiatives. According to e.l.f., the campaign was intended to celebrate both e.l.f. and the Toronto Maple Leafs and broaden the brand’s audience, as 45% of the Leafs’ fan base are female.

The agreement is also in line with the brand’s broader goal of fostering inclusivity and supporting women sports fans. The company has signed other sponsorship agreements in the sports arena, including with the PWHL, National Women’s Soccer League and the Billie Jean King Foundation.