Sally Beauty Holdings Inc. (NYSE: SBH) has announced a multiyear partnership with the Dallas Cowboys, designating it as the Official Beauty Retailer for the team and its cheerleaders. This marks Sally Beauty's first professional football collaboration. The partnership includes in-stadium advertising, digital media, and activations spanning from training camp through game day. Categories highlighted throughout these initiatives include hair color, hair care, and nail products. A key component involves content, appearances, and product demonstrations featuring the Dallas Cowboys Cheerleaders to help consumers recreate game-day looks.
The Dallas Cowboys lead the NFL in stadium attendance and social media following. Sally Beauty Holdings operates through its Sally Beauty and Beauty Systems Group businesses, selling professional beauty supplies globally. Sally Beauty launched more than 100 new nail products in August. The retailer is set to launch a dedicated men's shop in select stores this fall, expanding its men's haircare category.
John Goss, President of Sally Beauty, stated: “Sally Beauty and the Dallas Cowboys each have passionate communities and they share a belief in the power of confidence. This partnership gives us an exciting opportunity to introduce even more consumers to Sally Beauty through meaningful fan experiences.” Charlotte Jones, Dallas Cowboys Chief Brand Officer and Co-Owner, added: “We are thrilled to welcome Sally Beauty as the Official Beauty Retailer of the Dallas Cowboys and Dallas Cowboys Cheerleaders. Women have such a huge presence within the Cowboys fanbase, and we're excited to partner with a brand that speaks directly to so many of them.”
