The FA unveiled Head & Shoulders shampoo brand as its first official haircare partner "in a deal that will involve England players starring in advertising," according to Matthew Chapman of CAMPAIGN LIVE. The two-year deal covers the women's and men's teams as they gear up for the 2019 World Cup and Euro 2020 tournaments, respectively. Players from both squads will be featured "in a range of short and long form content" to promote Head & Shoulders' male, female and unisex products. The partnership will include branding around the perimeter of the pitch at all home games, while there will also be Head & Shoulders branding at the national football center at St. George's Park. The FA partnership builds on Head & Shoulders' "football-focused marketing strategy." It ran a series of adverts featuring former England goalkeeper Joe Hart after signing him to a deal that was reportedly worth £100,000 a year. Head & Shoulders has since dropped Hart from its advertising and is currently running a campaign that stars Paris St. Germain goalkeeper Gianluigi Buffon and Atlético Madrid forward Antoine Griezmann (CAMPAIGN LIVE, 9/7).
