In its long history dating back to 1911, the Indianapolis 500 has had sponsors ranging from automotive products, fuel and lubricants, electronics, beer brands, cigarettes, fast food web-based companies and bitcoins.

This year will be a first.

It’s the first time a beauty products company will serve as a primary sponsor on a car entered in the Indianapolis 500.

Dale Coyne Racing with RWR
RWR
announced Katherine Legge will drive its No. 51 Honda Dallara with primary sponsorship from e.l.f. Cosmetics. The company is expanding its partnership with Legge, becoming the first-ever beauty brand to serve as a primary sponsor of an entry at the Indianapolis 500.

“I’m honored to be back at the 500 to represent such a groundbreaking and historic effort put forward by e.l.f.,” Legge said. “e.l.f. is truly changing the face of motorsports by lifting women up and challenging norms.

“Janet Guthrie set the stage for this type of moment back in the ‘70s and I’m honored to carry it forward with Dale Coyne Racing with RWR this year.

“When I was nine years old, I decided I wanted to be a race car driver, and I never would have dreamed a beauty brand would one day be my primary sponsor in the Indy 500.”

The longtime IndyCar team and its partners are hoping to create a platform that brings in more female fans at the Indy 500.

“Together with DCR, Honda, and e.l.f., we will truly empower women who are breaking barriers, pushing boundaries, and testing the limits by giving them the confidence and a path towards realizing their dreams, whatever they may be,” Legge said.

e.l.f. first partnered with Legge at the 2023 Indy 500 when she set the fastest one-lap (231.627 mph) and four-lap (231.070 mph) qualification speeds for a woman in the history of the Indy 500.

“Katherine is the embodiment of e.l.f.’s vision,” said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “Katherine is a bold disruptor with a kind heart. She is a force driven by positivity, inclusivity, and accessibility. She takes to the track motivated to pave the way for future drivers who might not currently see themselves behind the wheel at big races.

“Her presence is helping to shape the future culture of racing. We are proud to sponsor Katherine as a beacon of limitless possibilities.”

In 2012, Legge became the ninth woman to qualify for the Indy 500, following Guthrie who was the first in 1977, and is the only female driver entered in this year’s race.

The springboard for Legge’s professional career was winning on the Streets of Long Beach in 2005, making her the first woman to win a major open-wheel race in North America.

In honor of that historic accomplishment, she will become the first female to be inducted into the Acura Grand Prix of Long Beach Motorsports Walk of Fame later this month in Long Beach, California, joining legends of the sport like Mario Andretti to be immortalized.

Legge will be competing in this year’s Indy 500 for Dale Coyne Racing with RWR (DCR), whom she also drove for in 2007 in the Champ Car World Series, now the NTT IndyCar Series, and the Series where she was the first woman to lead a Champ Car race (2006).

“We’re pleased to welcome Katherine back to our team after all these years,” team owner Dale Coyne said. “She’s had a good career since she first drove for us in 2007 and we can’t wait to start working with her again for this year’s Indianapolis 500.

“We’re also excited to be part of this historic partnership with e.l.f. at the Indy 500. We look forward to working with them and making them proud in May.”