Sally Beauty Announces Multi-Year Partnership as The Official Beauty Retailer of the Dallas Cowboys and Dallas Cowboys Cheerleaders
Sally Beauty (SBH) has entered a multi-year partnership naming the company the Official Beauty Retailer of the Dallas Cowboys and the Dallas Cowboys Cheerleaders.
Rhea-AI Summary
Sally Beauty (SBH) has entered a multi-year partnership naming the company the Official Beauty Retailer of the Dallas Cowboys and the Dallas Cowboys Cheerleaders.
The agreement makes this Sally Beauty’s first professional football partnership and includes in-stadium advertising and activations, digital media, appearances and other collaborative initiatives. A major focus is the Dallas Cowboys Cheerleaders, with content, appearances, product discovery and interactive moments intended to help fans recreate game day looks using salon-quality products available at Sally Beauty.
The partnership aims to connect with the Cowboys’ large fanbase, including women and men, and aligns with Sally Beauty’s initiatives such as a dedicated men’s haircare shop in select stores and expansion into high-growth categories like nails, including more than 100 new nail products launched in August.
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Sally Beauty's first professional football partnership connects the specialty beauty retailer with the Cowboys' expansive fanbase to reach new consumers through game-day experiences, content and activations
Throughout the multi-year partnership, Sally Beauty will engage Dallas 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.
A centerpiece of the partnership will be Sally Beauty's relationship with the Dallas Cowboys Cheerleaders, whose iconic hair has long been an integral part of their performance-ready style. Sally Beauty 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 with the products, expertise and value that can only be found at Sally Beauty.
"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 loyal audience directly, driving discovery of top national brands and brands consumers can't find anywhere else.
"We are thrilled to welcome Sally Beauty as the Official Beauty Retailer of the Dallas Cowboys and Dallas Cowboys Cheerleaders," said Dallas Cowboys Chief Brand Officer and Co-Owner, Charlotte Jones. "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 the Dallas Cowboys Cheerleaders use to the beauty routines of our fans, Sally Beauty gives us a new way to connect those two worlds."
The Dallas Cowboys audience also aligns closely with Sally Beauty's growing assortment within the men's haircare category, which the retailer is highlighting through the launch of a dedicated men's shop in select stores this fall. Together, Sally Beauty and the Cowboys are creating an opportunity for fans to celebrate their team spirit and achieve their game day looks with products at accessible prices—no salon required.
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.
Learn more about Sally Beauty's hair color, hair care and nail offerings at SallyBeauty.com.
About Sally Beauty Holdings, Inc.
Sally Beauty Holdings, Inc. (NYSE: SBH), as the leader in professional hair color, sells and distributes professional beauty supplies globally through its Sally Beauty and Beauty Systems Group businesses. Sally Beauty stores offer up to 7,000 products for hair color, hair care, nails, and skin care through proprietary brands such as Ion®, Bondbar®, Strawberry Leopard®, Generic Value Products®, Inspired by Nature® and Silk Elements® as well as professional lines such as Wella®, Clairol®, OPI®, L'Oreal®, Wahl® and Babyliss Pro®. Beauty Systems Group stores, branded as Cosmo Prof® or Armstrong McCall® stores, along with its outside sales consultants, sell up to 8,000 professionally branded products including Paul Mitchell®, Wella®, Matrix®, Schwarzkopf®, Kenra®, Goldwell®, Joico®, Amika® and Moroccanoil®, intended for use in salons and for resale by salons to retail consumers. For more information about Sally Beauty Holdings, Inc., please visit sallybeautyholdings.com.
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SOURCE SALLY BEAUTY HOLDINGS
FAQ
AI-generated questions and answers. How Rhea-AI works. Not financial advice.
How will Sally Beauty activate its partnership with the Dallas Cowboys?
Sally Beauty and the Dallas Cowboys plan to integrate hair color, hair care and nails across in-stadium advertising and activations, digital media, appearances and other experiences. Over time, activations are expected to expand from training camp to game day and beyond, engaging fans through content, product discovery and interactive moments.
What role do the Dallas Cowboys Cheerleaders play in the partnership?
A centerpiece of the partnership is Sally Beauty’s relationship with the Dallas Cowboys Cheerleaders, whose hair is described as integral to their performance-ready style. Fans will see dedicated Cheerleaders content, appearances and product-focused experiences designed to inspire them to recreate game day looks with products available at Sally Beauty.
How does the partnership relate to men’s haircare and other growth categories at Sally Beauty?
The Dallas Cowboys audience is described as closely aligned with Sally Beauty’s growing men’s haircare assortment, which is being highlighted through a dedicated men’s shop in select stores launching in the fall. Sally Beauty is also expanding into high-growth categories such as nails, including more than 100 new nail products launched in August.
What broader brand initiatives will inform Sally Beauty’s experiences for Cowboys fans?
Sally Beauty is prioritizing consumer engagement and brand equity through immersive activations like COLORfest, which focuses on community-building, education and expertise. The company plans to build on those learnings to create new accessible beauty experiences for Dallas Cowboys fans, offering tools to create looks that help them feel confident.