The Power of Women’s Sports Summit Galvanizes Global Leaders in London to Celebrate the Increased Investment in Women’s Sports and the Impact of the Billie Jean King Cup by Gainbridge
LONDON, UK — June 24, 2025 — The conversation around investment, infrastructure, and opportunity in women’s sports took center stage today at the 2nd annual Power of Women’s Sports Summit presented by e.l.f. Beauty held today at the Park Hyatt, London.
Produced by Billie Jean King Enterprises and hosted by Amanda Davies, Sports Anchor for CNN International, the summit convened leading figures from sports, business, and philanthropy, including a powerhouse lineup featuring Melinda French Gates, Michele Kang and Malala Yousafzai.
Malala, the youngest-ever Nobel Peace Prize laureate, and her husband, Asser Malik, who spend significant time in regions of the world where girls don’t have access to sports, announced that they have created Recess, a firm focused on bringing investment to women’s sports. “By launching Recess, we’re aiming to fundamentally alter ownership in the women’s sports industry, from the field to the owner’s box, while simultaneously seeking to advance gender equity.”
In a powerful message about the broader business of women’s sports, Michele Kang, owner of the London City Lionesses and Founder and CEO of the multi-club women’s football organization, Kynisca, said: “The success of women’s sports isn’t theoretical—it’s happening now. Across football, rugby, tennis and beyond, the results are clear: investing in women is driving performance, building passionate fanbases and shaping the future of sports.”
Melinda French Gates, philanthropist and Founder of Pivotal, echoed that urgency: “When we invest in women around the world, we unleash a cycle of prosperity that benefits everyone – families and communities are healthier, and economies thrive. It’s time the world stopped seeing women’s potential as a sidenote and recognized it as the main event.”
The Billie Jean King Cup by Gainbridge, known as the Women’s World Cup of Tennis, features participation from 146 nations in 2025—amplifying its message of unity, diversity, and teamwork. With $7 million in player prize money, which is equivalent to what the men earn in Davis Cup, and direct funding to national development programs, the Cup continues to spark new investment in grassroots tennis and the next generation of women athletes. Earlier this year it was announced the finals will be staged in Shenzhen, China, from 2025 to 2027.
As presenting sponsor of the Power of Women’s Sports Summit and global Billie Jean King Cup partner, e.l.f. Beauty brought its bold, purpose-led voice to this global stage, amplifying the message that investing in women’s sports is both a cultural and business imperative. “At e.l.f., we’re committed to Empowering. Legendary. Females. by advancing gender equality and championing positivity, inclusivity, and accessibility,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. “Through game-changing partnerships—with trailblazers like Billie Jean King, Kendall Coyne Schofield, Katherine Legge and many more—we’re building a platform that celebrates, elevates and supports women in sports.”
Kerstin Lutz, Chief Executive Officer of BJK Cup Limited; Portia Archer, Chief Executive Officer of the WTA; Kendall Coyne Schofield, Olympic gold and silver medalist for Team USA and captain of the Minnesota Frost; and Jenna Schillaci, former club captain of Tottenham Hotspur, all participated in the event, bringing their unique perspectives and leadership to the conversation.
Barclays, Franklin Templeton, and Mastercard also joined as key supporters of the Summit, bringing their global influence and commitment to equity to the table. Their investment reinforces the growing recognition that women’s sports are a powerful driver of innovation, inclusion, and long-term business growth. “The Billie Jean King Cup and Power of Women’s Sports Summit are proof that progress is not just possible—it’s already happening,” said Ilana Kloss, Chair of Billie Jean King Cup Ltd. “From grassroots programs to global finals, we are seeing a powerful shift that is long overdue.”
“This Cup is about more than tennis,” said Billie Jean King. “It’s about opening doors—on and off the court and giving girls a vision of themselves they may never have imagined.”
About the Billie Jean King Cup by Gainbridge:
The Billie Jean King Cup by Gainbridge is the women’s World Cup of Tennis. Previously known as the Fed Cup, it is the largest annual international team competition in women’s sports, with a record 146 nations entering in 2025. The Finals will be held in Shenzhen, China, in September 2025. Global partners of the event include Gainbridge®, e.l.f. Beauty, Microsoft and 1xBet.
About Billie Jean King Enterprises:
Billie Jean King Enterprises is a women-owned and women-led consulting, marketing, and investment firm, founded by Billie Jean King and Ilana Kloss. A business leader since 1968, King became an icon for women in sports and beyond during her legendary tennis career and continues to make her mark today. Capitalizing on her long-standing advocacy for equality, our company puts King’s philosophy and brand value to work, by partnering with companies to challenge the status quo and create a level playing field.
About e.l.f. Beauty:
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, committed to positivity, inclusivity and accessibility. Our mission is clear: to make the best of beauty accessible to every eye, lip and face. Our brands, e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People and NATURIUM are led by purpose, driven by results and elevated by our superpowers. e.l.f. Beauty offers e.l.f. clean and vegan products, all double-certified by Leaping Bunny and PETA as cruelty free and we proudly stand as the first beauty company with Fair Trade CertifiedTM facilities. A kind heart is at the center of our ethos: We donate 2% of net profits to organizations that make positive impacts.
