FA signs up Head & Shoulders as its first official haircare partner

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Head & Shoulders is the FA’s new haircare partner

The two-year deal 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.

Head & Shoulders is the FA's new haircare partner

Players from both squads will feature in a 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, while there will also be Head & Shoulders branding at the national football centre at 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 up to a deal that was reportedly worth £100,000 a year.

The advertising campaigns made Hart a target for chants by opposition fans including “no, no, no, no dandruff” to the tune of 90s dance track No Limit by 2 Unlimited.

Ladbrokes also got in on the action with an advert starring Chris Kamara that parodied football-themed shampoo adverts.

Head & Shoulders has since dropped Hart from its advertising and is currently running a campaign that stars PSG goalkeeper Gianluigi Buffon and Atletico 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 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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