September 10 – The English FA has unveiled shampoo brand Head & Shoulders as its first official haircare partner in a two-year deal taking the team through 2019 Women’s World Cup qualification, 2020 mens Euros qualification and potentially the finals tournaments as well.
The deal covers both the mens and womens teams. No value was given for the deal.
Footballers have traditionally been noted for their love of hair style, and players will feature short and long form content to promote Head & Shoulders’ male, female and unisex product in the UK.
Head & Shoulders will also have branding at St George’s Park – when the England squads are in training camp – as well as perimeter branding at all home games.
“As a not-for-profit organisation, the support of commercial partners is vital in allowing The FA to continue to invest millions into the game,” said FA commercial and marketing director Mark Bullingham. “We are delighted to welcome Head & Shoulders to our stable of England partners and look forward to providing them with a platform to engage with our audiences during what will be an exciting period for all squads.”
This is the first team sponsorship Head & Shoulders has undertaken. The brand has previously run TV ads featuring former England goalkeeper Joe Hart in a reported £100,000 a year deal and is currently running a campaign with Paris St. Germain goalkeeper Gianluigi Buffon and Atlético Madrid forward Antoine Griezmann.
Celine Hernandez, head of haircare brands UK & Ireland, said: “We’re thrilled to be partnering with The FA as the official haircare partner of both the men’s and women’s squads at such an exciting time for English football.
“Head & Shoulders has always strived to provide confidence to both men and women who need it the most when in the spotlight. We are looking forward to supporting both sets of players as they continue to inspire future generations of male and female footballers and build on their recent successes.”
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