Men’s hair colouring brand Just For Men has signed a three-year sponsorship deal with the NFL, making it the official sponsor in the UK, Ireland, Germany, and France.
The Just For Men logo and branding will be integrated across major events and initiatives of the league, including the London Games. The brand hopes to expand its market among NFL fans, as well as increasing reach and visibility with its existing users.
Clare Want, managing director of Just for Men said: “As the leader in grey-reducing male haircare, Just for Men is going from strength to strength, with sales predicted to grow by ten per cent in 2017. 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.
A social media campaign will also be launched around the concept of reducing fan “grey areas” to do with the NFL including explaining the sport’s rules and Q&A sessions with some of the key players.
The NFL’s UK vice president of commercial partnerships, Melissa Browns, 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.”
The Just For Men portfolio currently includes Original Formula, Autostop, Moustache & Beard, and Control GX Grey-Reducing Shampoo.