Makeup brand e.l.f. had an eye-catching and comprehensive activation plan at this year’s Indy 500 as part of sponsoring the only woman driver in the race, the latest example of major corporate support around female athletes. The Oakland-based company, whose initials stand for Eyes Lips Face, sponsored Dale Coyne Racing’s No. 51 Honda driven by veteran English driver Katherine Legge at last weekend’s 108th running. It also became the first beauty-category sponsor of Indianapolis Motor Speedway.