Angel City FC and NYX Professional Makeup reached a multiyear deal to showcase the makeup brand on the sleeve of the home and away jerseys of the NWSL club starting with the 2025 season.
NYX replaces women’s footwear company Birdies, which had been the sleeve partner since Angel City’s started play as an expansion team in 2022. Financial details were not disclosed.
The move expands Angel City’s relationship with NYX, which became the team’s first partner in the cosmetics category ahead of the 2024 season—NYX branding was on the back of the team’s practice jerseys. NYX was originally a “founding” partner and increased their spend significantly to acquire the sleeve real estate. Angel City has been aggressive in attracting female-focused brands to its sponsorship roster. NYX’s first sports sponsorship was with the WNBA’s New York Liberty in 2023.
“We want to invest further in women’s sports and create something meaningful, inspired by what our community genuinely wants,” Diana Valdez, NYX head of consumer engagement, said in a statement. Angel City president Julie Uhrman says NYX’s dedication to inclusivity and community impact “perfectly aligns with our mission.”
Angel City’s sponsorship model redirects 10% of the value of any deal to local causes, done in collaboration with each individual corporate partner. ACFC and NYX contribute their 10% to Las Fotos Project’s Artists in Residence Program, which provides work experience and workforce training to female and non-binary teens through photography.
Angel City finished 12th out of 14 teams in the just completed NWSL regular season, but the team has been a huge winner off the field since it entered the league, including record sponsorship revenue. Its financial might was evident this summer when Willow Bay and her husband Bob Iger bought roughly 40% of the club at a $250 million valuation, more than twice the previous NWSL record sale price. Bay and Iger also committed an additional $50 million investment into the team that will go toward operations, facilities and personnel.
In September, Angel City ranked first in Sportico’s NWSL team valuations.