Head & Shoulders becomes official shampoo of MLS as P&G brand targets US football audience

Head & Shoulders has struck a partnership with Major League Soccer to become the league’s official shampoo, marking the Procter & Gamble brand’s first US football-focused sponsorship and kicking off a consumer campaign fronted by Real Salt Lake and US international forward Diego Luna.The agreement positions Head & Shoulders inside MLS’s official partner roster as the league continues to expand its commercial categories and as US football brands compete for attention ahead of the 2026 FIFA World Cup.  The activation centres on a spring launch featuring Luna across recurring TV advertising and digital content, with Head & Shoulders framing the partnership around confidence, appearance and routine in high-pressure moments.Diego Luna said: “Staying focused is one of the most important things for me when I’m on the field. Between all my matches and travel I need my routine to be consistent so I look and feel my best, with no distractions.”Luna added: “That’s why I’m so excited to work with Head & Shoulders. They help me have one less thing to worry about so I can focus on helping my team win on the field.”Omar Goff, North America end-to-end commercial leader for Head & Shoulders, said the tie-up is intended to connect the brand with football’s community-led identity in the US.  Goff said: “Our partnership with Major League Soccer is about community, culture, and pride. Soccer in the U.S. is powered by global roots and local passion, where diverse backgrounds shape the energy and identity of the sport.”Goff added: “We’re proud to be the Official Shampoo of MLS and celebrate the announcement by partnering with Diego Luna. He brings style, presence, and pride every time he steps on the pitch, representing a generation that shows up with skill, identity, and confidence.”The campaign messaging is built around “keeping your head in the game”, with Head & Shoulders positioning anti-dandruff efficacy as a performance-adjacent benefit for players and fans, and tying product use to matchday rituals and appearance-led confidence.For MLS, the agreement adds another consumer packaged goods brand with scale marketing reach, while giving Head & Shoulders access to league IP and talent to drive awareness and retail conversion in a category where differentiation often comes through credibility and habit formation rather than on-pitch performance metrics.  Financial terms and contract length were not disclosed.