FA Acquires Head & Shoulders as its First Official Haircare Partner

You can now score a goal in and out of the shower! Cheesy I know. This 2 year haircare contract covers both the women’s and men’s teams as they gear up for the 2019 FIFA World Cup and UEFA Euro 2020 tournaments respectively.

Players from both sets of teams will be featured in a wide range of short and long form content to promote Head & Shoulders’ male, female, and unisex products.

The partnership will also include branding around the perimeter of the pitch at all home games, and there will also be Head & Shoulders branding at the national football center of St. George’s Park.

FA commercial and marketing director Mark Bullingham said: “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.”

The FA partnership builds on Head & Shoulders’ football-focused marketing strategy.

It ran a series of adverts featuring former England goalkeeper Joe Hart after signing him to a deal that was reportedly worth £100,000 a year. Head & Shoulders has since dropped Hart from its advertising and is currently running a campaign that stars Paris St. Germain goalkeeper Gianluigi Buffon and Atlético Madrid forward Antoine Griezmann

Celine Hernandez, head of haircare brands at P&G UK & Ireland, said the deal with the FA comes at “an exciting time for English football”.

She also added: “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.”

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