PLANO, Texas — Sally Beauty today announced a multiyear deal to become the official beauty retailer of the Dallas Cowboys and the Dallas Cowboys Cheerleaders.
Sally Beauty and the NFL club will work together to integrate hair color, hair care and nails throughout in-stadium advertising and activations, digital media and promotional appearances.
Additionally, the specialty retailer will engage with Cowboys fans and share its beauty brand offering with new and existing customers across digital and in-person touchpoints, with activations and experiences expanding over time from training camp to game day and beyond.
"Sally Beauty and the Dallas Cowboys each have passionate communities and they share a belief in the power of confidence," said John Goss, President of Sally Beauty. "This partnership gives us an exciting opportunity to introduce even more consumers to Sally Beauty through meaningful fan experiences. Together, we're integrating beauty, self-expression and sports culture in a way that is completely authentic to both of our brands.”
The partnership connects Sally Beauty with one of the nation's largest and most passionate fanbases, with the Dallas Cowboys leading the NFL in stadium attendance and social media following. Sally Beauty will be able to reach the team's fans directly, driving discovery of top national brands and brands consumers can't find anywhere else.
Bringing fans closer to the experience
Sally Beauty said in its announcement that it will bring fans closer to the experience through Dallas Cowboys Cheerleaders content, appearances, product discovery and interactive moments designed to inspire consumers to recreate game day looks while demonstrating how they can achieve salon-quality results.
"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,” said Charlotte Jones, the team’s co-owner and chief brand officer. “From the products the Dallas Cowboys Cheerleaders use to the beauty routines of our fans, Sally Beauty gives us a new way to connect those two worlds.”
Sally Beauty is prioritizing consumer engagement, building brand equity through immersive activations like COLORfest, a campaign rooted in community-building, education and expertise. Sally Beauty will build on those key learnings to create new experiences for Dallas Cowboys fans by meeting them where they are with accessible beauty and the tools to create looks that make them feel confident and ready for any moment.
Sally Beauty offers the largest assortment of salon-quality hair color for consumers to achieve their desired results at home at a fraction of the salon price. The retailer also continues to expand into high-growth categories that attract new customers, including launching more than 100 new nail products in August alone.
