WWE Announces Deal With Huge New Sponsor Ahead Of Evolution
WWE has a new sponsor.
It’s been announced that WWE has partnered with cosmetics giant Maybelline. As part of the new agreement, Maybelline will become the sports entertainment giant’s first-ever official cosmetics partner.
You can find the official press release from WWE below.
July 10, 2025 – WWE and Maybelline New York, the number one cosmetic brand in the world, announced today a new partnership in which the beauty brand will become the first-ever Official Cosmetics Partner of WWE.
The new agreement commences with Maybelline serving as the Presenting Partner of Evolution – the all-women’s Premium Live Event on Sunday, July 13 at State Farm Arena in Atlanta.
“WWE is excited to collaborate with Maybelline, a partner that not only leads the beauty industry but also shares our vision for highlighting amazing individuals across the roster,” said Brit Santypal, Senior Vice President of Partnership Marketing, TKO.
“Maybelline New York is proud to partner with WWE and have the opportunity to put our products to the ultimate test,” said Amy Whang, President of Maybelline New York. “As the presenting sponsor of Evolution, we’re not just showing up in the ring; we’re supporting a global community that inspires confidence and self-expression, both in and out of the spotlight.”
In addition to the Presenting Partner designation at Evolution, Maybelline will receive center mat ring branding, a custom vignette and social media integrations. The partnership and activation strategy were developed in collaboration with Beauty Co-Lab, L’Oréal’s media agency of record.
“Maybelline continues to lead the way by moving at the speed of culture — connecting beauty with entertainment in bold, inclusive, and unexpected ways,” said Delphine Hernoux, CEO, Beauty Co-Lab. “At Beauty Co-Lab, we’re proud to have helped shape this milestone partnership with WWE, which reflects the kind of innovative thinking that keeps the brand ahead of the curve.”
WWE Evolution Set For July 13
WWE’s second all-female Evolution event will take place at the State Farm Arena in Atlanta, Georgia, on July 13. The card is set to feature many of the company’s biggest stars, with some legends thrown in for good measure.
The road to the event has been far from straightforward after Liv Morgan suffered a major shoulder injury. With Morgan set to miss at least six months of action, the card underwent a major reshuffle.
You can find the updated line-up for Evolution below.
- Iyo Sky (c) vs. Rhea Ripley – Women’s World Championship
- Tiffany Stratton (c) vs. Trish Stratus – Women’s Championship
- Jacy Jayne (c) vs. Jordynne Grace – NXT Women’s Championship
- Becky Lynch (c) vs. Lyra Valkyria vs. Bayley – Women’s Intercontinental Championship
- Naomi vs. Jade Cargill – No Holds Barred Match
- Raquel Rodriguez & Roxanne Perez (c) vs. Charlotte Flair & Alexa Bliss vs. Kairi Sane & Asuka vs. Sol Ruca & Zaria – Women’s Tag Team Championship
- Battle Royal – The winner will earn a title shot at Clash In Paris