Head & Shoulders in FA deal

07 Sep 2018

By: Sport Industry Group

The Football Association has announced a new two-year partnership with P&G shampoo brand Head & Shoulders. 

The agreement will see Head and Shoulders become the Official Haircare Partner of the England Men’s and Women’s Football Team. 

As both senior teams head to major tournaments in 2019 and 2020, players will feature in a variety of short and long-form content used to promote Head & Shoulders’ male, female and unisex product offerings in the UK.

The partnership will give Head & Shoulders rights to perimeter branding at all England home games, with haircare products to be provided for players in the dressing room. 

As part of the deal, Head & Shoulders will also have access to branding opportunities at St George’s Park during England squad training camps.

Commenting on the agreement, Celine Hernandez, head of haircare brands UK & Ireland at P&G said: “We’re thrilled to be partnering with The Football Association as the Official Haircare Partner of both the Men’s and Women’s squads at such an exciting time for English football.

“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.

“The two year partnership with The Football Association will bring opportunities for Head & Shoulders to engage new and existing audiences across the UK and we can’t wait to get started with both squads.”

Mark Bullingham, group commercial and marketing director at The FA, added: “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.

“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.”

The announcement comes ahead of England’s first match in the new UEFA Nations League, with the men’s team taking on Spain at Wembley, fresh from its semi-final success at the 2018 FIFA World Cup.