American football’s elite NFL has expanded its commercial partnership with consumer goods giant P&G, adding hair-care brand Mielle to the sponsorship mix.
The deal sees Mielle become the first official textured-hair care partner of the league, and will gain branding presence across the league, including through a co-branded ‘passing the phone’ social media and digital campaign.
This move speaks to the NFL’s goals to widen its fanbase among new segments, with Mielle a brand that is, in particular, targeted towards African-American and female demographics, with the NFL claiming that women now make up “about half” of all NFL fans.
Speaking on the partnership, NFL senior vice-president for global partnerships Tracie Rodburg said: “The NFL is excited to have Mielle, a brand that is committed to performance, community, and empowering fans and athletes, lean into the NFL partnership."
"This partnership aligns with the league's mission to build lasting connections within our communities nationwide and celebrate the self-expression of our players and fans."
Other P&G-owned brands already engaged in partnership with the NFL include Braun, Gillette, Head & Shoulders, Old Spice, Procter & Gamble, Tide, and Vicks.
Mielle, for its part, is already engaged in a tie-up with US basketball's top-flight WNBA competition.
Elsewhere, the NFL has also announced Unilever-owned condiments brand Hellmann's as a new regional partner in the Australian market.
The multi-year partnership will see Hellman’s activate across the country in collaboration with the NFL ahead of the competition’s first game in the country, which will take place at Melbourne’s iconic MCG in 2026.
This will include sweepstakes and prize-giving in-person events.
NFL’s general manager for Australia and New Zealand, Charlotte Offord, said: “Australia is a significant growth market for the league, and this partnership will bring creative, exciting experiences to our more than 7.5 million fans throughout the region in the seasons ahead.”
Unilever is another major consumer goods conglomerate that has a strong presence in the NFL, with Hellman’s in particular already positioned as a partner of a number of the league’s most iconic franchises, including the New York Jets, New England Patriots, New York Giants, and Tennessee Titans.
