War Paint boots out mental health stigma with Norwich City link up

Following men’s personal care giants Sure and Gillette, the make-up brand has linked up with a sports team for the first time

Ben Kensell, Darren Eadie and Danny Gray

Sure and Gillette are among the male grooming brands to have inked sponsorship deals with UK football teams in the past – and now male make-up brand War Paint is following suit.

In a historical deal with Norwich City FC for the 2020/2021 season, the colour cosmetics brand has announced its first-ever partnership with a sports club.

Through the link up, both companies aim to tackle the stigma surrounding men’s mental health and kick off positive conversations.

The partnership also intends to focus on wellbeing on the pitch, in the stands and the wider community.

“I’m proud to be working with a club like Norwich City FC who aren’t afraid to take a stand and put men’s mental health in the spotlight,” said War Paint’s Founder Danny Gray.

“I’m so excited to see what we can achieve together and how we can have a positive change.”

Meanwhile, Norwich City’s COO Ben Kensell said he was keen to encourage positive conversations around mental health and challenge stereotypes.

“We’re delighted to welcome War Paint to the Norwich City family,” Kensell added.

“Daniel and his team are clearly very passionate about their products and what they stand for.

“They also have a very clear commitment to important messaging around mental health and wellbeing, are keen to encourage positive discussions and challenge stereotypes.

“We’re very much looking forward to a successful partnership and joining them on that journey.”

As part of the sponsorship, War Paint’s branding will feature on the club’s match and training kit.

Speaking to Cosmetics Business earlier this year, Gray said that there is a common misconception that women and men wear make-up to ‘impress’ others.

“For me, I wear make-up solely for myself because it gives me confidence to be the best version of myself that I can be,” he explained.

“I created War Paint as I wanted men to have a safe space where they could experiment with make-up and be free of judgement, and that still stands today.”



Norwich City legend Darren Eadie, who has suffered mental health issues in the past, said the partnership showed the club’s inclusivity.

“I’ve been a big advocate for men’s wellbeing within football, sport and general life,” he said.

“Football is a very masculine environment but in any walk of life you need to have confidence and football is a big advocate for that.

“This football club is very inclusive and this partnership is getting a message out to a very masculine environment.”

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