Sally Beauty Enters Multi-Year Partnership with Dallas Cowboys & Cheerleaders

Sally Beauty announced a multi-year partnership with the Dallas Cowboys and the Dallas Cowboys Cheerleaders. The Cowboys have named Sally Beauty the team’s Official Beauty Retailer. 

Throughout the multi-year partnership, Sally Beauty will engage Dallas 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.

As an Official Partner, Sally Beauty and the Dallas Cowboys will integrate hair color, hair care, and nails throughout in-stadium advertising and activations, digital media, appearances, and more.

John Goss, President of Sally Beauty, commented:

“Sally Beauty and the Dallas Cowboys each have passionate communities and they share a belief in the power of confidence. 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.”

Sally Beauty is prioritizing consumer engagement, building brand equity through immersive activations like COLORfest, a campaign rooted in community-building, education, and expertise. 

Sally Beauty will 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.

The Dallas Cowboys audience also aligns closely with Sally Beauty’s growing assortment within the men’s haircare category, which the retailer is highlighting through the launch of a dedicated men’s shop in select stores this fall. 

Together, Sally Beauty and the Cowboys are creating an opportunity for fans to celebrate their team spirit and achieve their game day looks with products at accessible prices—no salon required.