Here's what I would try first:
Add a new color fill layer layer, make it about 80% dark brown/black, change blend mode to multiply (or try some of the other darkening blend modes), mask off the whole layer with a black mask, then use a brush with a relatively hard edge (like 80% hardness?) to paint white onto the mask to reveal the stripes of eye-black.
Play around with the opacity of the layer, the different blend modes, and the color of the layer until you get something satisfying.
The actual eye-black has a little bit of shine to it. Therefore, to make it completely believable, you might need to add another layer that you can use to brush in a few shiny areas, that play nice with your actual lighting placement. Maybe a hue/sat layer with the sat pulled way back and the lightness made pretty bright? Again, masked to black then brushed in with white to reveal only a little bit.
Look at a google images search of "football eye black" to have a bunch of references handy.