Sally Beauty Buys Its Way Onto America's Team, and Into the Cheerleaders' Locker Room
The beauty retailer's first NFL deal makes it the official beauty partner of the Dallas Cowboys and their cheerleaders, betting a fanbase that leads the league in attendance is worth more than another campaign.
Sally Beauty just made its first professional football bet, and it skipped the team jersey in favor of the cheer squad.
The retailer announced a multiyear deal naming it the official beauty retailer of the Dallas Cowboys and the Dallas Cowboys Cheerleaders, covering in-stadium activations, digital content, appearances and, notably, a content push built around helping fans recreate the cheerleaders' game-day looks with products they can actually buy at Sally Beauty. It is less a logo slap and more a licensing play on one of sports' most enduring beauty archetypes.
The timing lines up with product moves already in motion: more than 100 new nail products launched in August, and a dedicated men's haircare shop opening in select stores this fall. Layering an NFL partnership over both gives Sally Beauty a reason for people who have never walked into one of its stores to have one.
The logic tracks. The Dallas Cowboys lead the league in both stadium attendance and social following, which means Sally Beauty is not just buying visibility, it is buying a shortcut to a fanbase most beauty retailers would need years of media spend to build. Whether "recreate the cheerleader look" converts browsers into buyers is the real test, but as land grabs go, this one is cheaper than a Super Bowl spot and stickier than a hashtag.
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
