Procter & Gamble owned haircare brand Mielle Organics has partnered with the National Football League to become its first ever textured hair sponsor, the companies announced on Wednesday.
The partnership will stock Mielle products in NFL locker rooms, and the brand will run courtside marketing alongside ads and social content featuring prominent players and sports personalities, like a video posted announcing the news featuring sportscaster MJ Acosta Ruiz and former quarterback Mike Vick. Other integrations will involve players, cheerleaders, WAGS and new Draft picks.
In a statement, Mielle founder Monique Rodriguez said she was honoured to be the league’s first textured hair care partner. The brand is also the textured hair care sponsor of the Women’s National Basketball Association or WNBA, and has partnered with HBCU athletic departments at Hampton and Howard Universities.
Mielle joins fellow P&G brand Head and Shoulders, which has sponsored the NFL for the past 10 years, as more beauty brands market to professional sports’ growing female fanbases: This year, Charlotte Tilbury announced it would sponsor the NFL’s Dallas Cowboy cheerleaders, and more recently Sephora became the official fragrance partner of the NBA’s Golden State Warriors.
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