Sally Beauty, a division of Sally Beauty Holdings (NYSE: SBH), announced a multi-year partnership naming it the official beauty retailer of the Dallas Cowboys and Dallas Cowboys Cheerleaders, according to a company press release dated Sept. 22, 2026.

The partnership, described as Sally Beauty's first with a professional football organization, will include in-stadium advertising, digital media, appearances, and product activations covering hair color, hair care, and nails. Activations are planned to span from training camp through game days.

A focus of the deal will be Sally Beauty's relationship with the Dallas Cowboys Cheerleaders, with planned content, product discovery, and interactive experiences tied to the cheerleaders' on-field looks.

"This partnership gives us an exciting opportunity to introduce even more consumers to Sally Beauty through meaningful fan experiences," said John Goss, President of Sally Beauty.

Dallas Cowboys Chief Brand Officer and Co-Owner Charlotte Jones said the partnership offers "a new way to connect" the Cowboys' fanbase with the beauty retailer, noting the significant presence of women among the team's fans.

Sally Beauty also cited the partnership's potential to support its expanding men's haircare category, which includes the planned launch of a dedicated men's shop in select stores this fall.

The press release noted the Dallas Cowboys lead the NFL in stadium attendance and social media following, though no independent source was cited for those figures.