Divi partners with Brittany Mahomes to launch NFL game day hair wellness campaign

This year scalp health and empowered style take the spotlight as Divi teams up with one of football’s most influential women to inspire confidence both on and off the field.

NFL Sidelines Meet Game Day Glam

Dallas-based haircare brand Divi has announced Brittany Mahomes, entrepreneur, philanthropist, and mom, as its official partner for the 2025 NFL season. This high-impact campaign blends football culture with a growing focus on women’s wellness, hitting at a moment when NFL broadcasts—and sideline dynamics—have never been more closely watched by female fans.

Brittany’s collaboration with Divi is about visibility and authenticity. She’ll highlight her favorite Divi essentials—from the clinically loved Scalp Serum to fast-selling Divi Dry Shampoo—showcasing how these products power her game day glam and at-home routines alike.

The Cultural Moment and New Traditions

This partnership is timed perfectly. Last season saw a 63% boost in women viewers for the Chiefs-Bears game, part of a national trend that makes NFL “WAGs” (wives and girlfriends of athletes) more prominent figures than ever.

Dani Austin, founder and CEO of Divi, said: “When you feel your best, you lead with power and that’s what Divi is here for. Brittany embodies the strength, style, and authenticity we champion as a brand. She’s a leader in her space, a hands-on mom, and a powerful businesswoman who already loved and used our products. This partnership couldn’t be a more natural fit.”

Austin added: “At Divi, scalp care isn’t just a beauty trend, it’s the foundation for every great hair day. Our goal is to make Divi the product women can’t stop talking about, the one that feels like an investment in long-term hair health. Partnering with Brittany lets us share that message with women who admire her strength, style, and self-care ethos.”

What Fans Can Expect All Season

Throughout the football season, Brittany will star in social activations, offer exclusive content, and share her signature looks. The partnership also spotlights the Brittany Mahomes x Divi Game Day Bundle, letting fans recreate her healthy hair style at home. One lucky follower will win the “ultimate game day experience,” complete with Brittany’s go-to haircare picks.

For Mahomes, Divi presents a perfect match of values—confidence, healthy habits, and the power of feeling your best every Sunday.

Divi’s brand team said: “When Brittany pulls her Divi Dry Shampoo from her bag, we want it to be a total main-character moment. We want women everywhere to feel like they’re not just choosing a quick fix with Divi, they’re investing in the kind of long-term hair health that keeps them in the spotlight, season after season.”

Looking Ahead

With Britany Mahomes front and center, Divi sets a new benchmark for beauty and wellness partnerships in pro sports—celebrating the balance of family, fame, and self-care. As Austin said, this is “just the start”—more collaborations are expected as the brand continues to champion women in sports, pop culture, and beyond.

This season, NFL fans can expect game day to mean not just touchdowns, but also wellness and confidence for every woman who wants to lead her own huddle.