The Elton John AIDS Foundation (EJAF) was established in 1992 and is one of the leading independent AIDS organizations in the world. The Foundation’s mission is simple: to be a powerful force in the end to the AIDS epidemic.

WCPG supports EJAF with corporate and strategic partnerships, most notably facilitating partnerships with Saks Fifth Avenue, Charlotte Tilbury, eBay for Charity, and Betsey Johnson:

• Saks Fifth Avenue: As part of the retailer's 2022 holiday campaign, Saks launched an integrated partnership supporting the Elton John AIDS Foundation's Rocket Fund.​ The partnership included a $1 million donation to The Rocket Fund, a curated multi-vendor merchandise capsule collection, dedicated EJAF holiday window displays at the Saks Fifth Avenue New York Flagship, and a special performance of "Your Song" by Elton John during the iconic Saks light show and window unveiling.

• Charlotte Tilbury Beauty: As part of their 2023 holiday campaign, Charlotte Tilbury and the Elton John AIDS Foundation launched an integrated campaign as the Official Founding Beauty Partner of The Rocket Fund powered by the Elton John AIDS Foundation. ​The collaboration included a limited-edition partnership box: the Collector's Edition Rocket Collection, which was comprised of two lipsticks, known as "Rock Lips", a "Rockstar" makeup bag, and a pair of Elton John Eyewear glasses. Charlotte Tilbury made a £1 million donation to support the Elton John AIDS Foundation. 

• eBay for Charity: eBay for Charity partnered with EJAF to launch ‘Rocket Man Resale’. Beginning June 2024, an online store featuring hundreds of iconic, pre-loved items from Elton’s legendary Atlanta wardrobe, and a few special pieces from friends including Dolly Parton, Heidi Klum, Donatella Versace, Brandi Carlile, Betsey Johnson, Robin Roberts, Andy Cohen, and David Furnish. From bespoke Gucci jackets and Versace robes to historic concert T-shirts and baseball caps, there’s something for everyone. Elton John and David Furnish kicked off Rocket Man Resale at a one-day pop-up store in New York City’s West Village on June 27, and sales continue online at ebay.com/rocketmanresale through June 2025 with 100% of sales benefitting EJAF’s lifesaving work around the world. 

• Betsey Johnson: Launching with a curated collection of rhinestone accessories in December 2024, $1 per product purchased from various EJAF collections through 2026 will be donated to the Elton John AIDS Foundation through Betsey Johnson’s partnership with ShoppingGives, in addition to an annual $50,000 donation by the Steve Madden Foundation in association with Betsey Johnson.