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Sally Beauty Is Official Beauty Retailer of the Dallas Cowboys Cheerleaders

The company’s first professional football partnership connects the specialty beauty retailer with the team’s expansive fanbase via game-day experiences.

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By: Lianna Albrizio

Associate Editor, Happi

Dallas Cowboys Cheerleaders using the BaBylissPRO Nano Titanium Curling Iron available at Sally Beauty.

Sally Beauty, a destination for salon-quality hair color, hair care and nails and a division of Sally Beauty Holdings, Inc., is the official retailer partner of the Dallas Cowboys and its cheerleaders.

The multi-year partnership will integrate hair color, hair care and nails throughout in-stadium advertising and activations, digital media and appearances and more. Sally Beauty will engage 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.

“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.”

Performance-Ready Style

A centerpiece will be Sally Beauty’s relationship with the Dallas Cowboys Cheerleaders, whose 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.

“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,” said Dallas Cowboys Chief Brand Officer and Co-Owner, Charlotte Jones. “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.”

Sally Beauty says it is prioritizing 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, officials said.

Sally Beauty continues to expand into high-growth categories that attract new customers. In August, the retailer launched more than 100 new nail products.

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