Just for Men, the male hair care brand, has announced a sponsorship deal with the National Football League (NFL) UK and Europe.
According to the Combe-owned brand, 47% of NFL fans are more likely than the average male consumer to use hair colourants.
The £500,000 investment gives Just For Men prime positioning at major American football games in the UK, Ireland, Germany and France until 2020.
Clare Want, Managing Director of Just for Men, said: “Partnering in the UK with the NFL – an international, heavyweight brand – is a great milestone for Just for Men and will help the brand to further stamp its authority on the market.
“We look forward to engaging with a new audience and seeing how our fans react to the collaboration.”
The sponsorship deal will be supported with a 360° media campaign, including retail partnerships, social media Q&As with the players, and experiential activities.
Melissa Brown, NFL UK’s VP of Commercial Partnerships, said: “Just for Men has a long-standing link with sport so we see them as an ideal partner.
“We look forward to working with them to broaden the reach of the NFL and introduce more and more people to the sport.”