Sally Beauty has announced a multiyear partnership naming the company the Official Beauty Retailer of the Dallas Cowboys and the Dallas Cowboys Cheerleaders. The agreement includes in-stadium advertising, digital media and public appearances
Beauty, a division of Beauty Holdings Inc., plans to engage the NFL team’s audience through activations extending from training camp to game day. A central focus of the partnership involves content, product discovery and interactive activations featuring the cheerleading squad.
John Goss serves as president of Beauty. Goss highlighted the alignment between the two organizations during the announcement.
“Beauty and the Dallas Cowboys each have passionate communities and they share a belief in the power of confidence,” Goss said. “This partnership gives us an exciting opportunity to introduce even more consumers to 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.”
Charlotte Jones is the chief brand officer and co-owner of the Dallas Cowboys. Jones noted the size of the team’s female audience when discussing the partnership.
“We are thrilled to welcome Beauty as the Official Beauty Retailer of the Dallas Cowboys and Dallas Cowboys Cheerleaders,” Jones said. “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. From the products to expand its inventory.
Additionally, the retailer has previously used community-focused engagement initiatives, including an interactive <a >
