{"id":23042,"date":"2026-01-22T21:07:26","date_gmt":"2026-01-22T21:07:26","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=23042"},"modified":"2026-01-22T21:07:27","modified_gmt":"2026-01-22T21:07:27","slug":"as-hockey-fandom-heats-up-florida-panthers-ink-deal-with-hair-care-brand","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=23042","title":{"rendered":"As hockey fandom heats up, Florida Panthers ink deal with hair care brand"},"content":{"rendered":"

<\/p>\n

\n

Hair has always been a big deal in men\u2019s hockey, if the timeless \u201chockey flow\u201d style of many players\u2019 tresses is any indication. But beauty and hair brand sponsorships haven\u2019t always been common in men\u2019s professional sports.<\/p>\n

That tide is starting to turn, including in South Florida, where back-to-back Stanley Cup champs the Florida Panthers recently brought hair care brand L\u2019ange on board as the team\u2019s official hair care partner.<\/p>\n

The Panthers deal is the first sports sponsorship for the South Florida-based L\u2019ange, according to Shamila Byler, VP of marketing for Integra Beauty, L\u2019ange\u2019s parent company, and she\u2019s betting her team can leverage the rising tide around hockey to find unique opportunities to connect with women and other fans in L\u2019ange\u2019s home region.<\/p>\n

\u201cWe felt the draw, as many people have, towards more in-person experiences and connecting through shared passion points,\u201d Byler told Marketing Brew. \u201cWhen we looked closer into this partnership specifically, we saw there was a huge female audience, a lot of it driven by the overall enthusiasm around the team, but also, hockey seems to lend itself to a female audience, which is our target market.\u201d<\/p>\n

Puck drop<\/h2>\n

L\u2019ange moved to South Florida in 2021, and as a relative newcomer to the market, the brand\u2019s marketing team has been looking for ways to make connections in its community, Byler said. Last year, it landed on the idea of a sports sponsorship, encouraged by the \u201chuge expansion of beauty in sports,\u201d she said.<\/p>\n

While beauty brands like Essie have made inroads in the women\u2019s sports world, there have been several major brand moves into men\u2019s sports, too; In the NBA, the Golden State Warriors inked a deal with Sephora in November, and fellow NHL team the Toronto Maple Leafs announced a partnership with e.l.f. Cosmetics in 2024.<\/p>\n

For L\u2019ange, the Panthers stood out for a number of reasons beyond their recent Stanley Cups. For one, \u201cthey\u2019re beloved in the community,\u201d Byler said, which aligned with her team\u2019s goal of fostering connections. There was also strong audience overlap\u2014particularly among families and women of all ages with disposable income\u2014and Byler said she felt the Panthers could provide activation opportunities that felt natural but not unachievable for a first-time sports sponsor, like the team\u2019s annual Women\u2019s Empowerment Night.<\/p>\n

\u201cWe didn\u2019t want to just put our logos on things,\u201d she said. \u201cThis partnership specifically allowed us to get more integrated with the team, which we were excited about.\u201d<\/p>\n

\n
\n
Get marketing news you’ll actually want to read<\/h5>\n

Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n

In addition to sponsoring the Panthers as a whole, L\u2019ange is also the presenting partner of its dance team. As part of the deal, L\u2019ange is working on content like photo shoots and experiences with the dancers, and provides products for them to use ahead of performances, Byler said.<\/p>\n

Her team is still working through additional potential experiences that could help the brand engage with fans through this season and beyond, as the current deal is for two years, with the option to extend.<\/p>\n

L\u2019ange already has a presence at Amerant Bank Arena with multiple murals, one depicting Panthers\u2019 mascot Stanley with a long ponytail and a L\u2019ange blow-dryer, and another of the Panthers Dance Team that touts L\u2019ange as its official hair care partner, Byler said.<\/p>\n

Heating up<\/h2>\n

There are other factors that pushed Byler to pursue the partnership. Compared to other sports, hockey felt like \u201cthe most brand-safe environment for us in the region,\u201d she said, and with cold, indoor venues, it also allows for fans to get a little more dressed up than an outdoor game during a humid Florida summer, where perfectly coiffed hairstyles might face insurmountable pressure.<\/p>\n

Plus, Byler said, there were some indicators that hockey\u2019s star might be on the rise, like the prominence of hockey romance novels on BookTok. L\u2019ange\u2019s deal with the Panthers was finalized in the fall, ahead of the release of the smash-hit show Heated Rivalry<\/em>, but the recent success of that show is certainly another good sign, she said.<\/p>\n

\u201cMaybe it\u2019s\u2026some beginners\u2019 luck for us as far as sports partnerships,\u201d Byler said. \u201cBut we did see, outside of Heated Rivalry<\/em>, really great numbers to say, \u2018This is where you should go.\u2019\u201d<\/p>\n

A hair care brand sponsoring an NHL team isn\u2019t the most common tie-up, but Byler\u2019s goals for the partnership are similar to other deals: boosting brand sentiment by engaging with fans. The sponsorship will also serve as a learning opportunity for L\u2019ange, both for sports and experiential marketing, Byler said.<\/p>\n

\u201cOur goal is honestly to get our feet wet with sports marketing,\u201d she said. \u201cWe felt like this was the most attainable but most premium opportunity we had at our fingertips.\u201d<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Hair has always been a big deal in men\u2019s hockey, if the timeless \u201chockey flow\u201d style of many players\u2019 tresses is any indication. But beauty and hair brand sponsorships haven\u2019t always been common in men\u2019s professional sports. That tide is starting to turn, including in South Florida, where back-to-back Stanley Cup champs the Florida Panthers […]<\/p>\n","protected":false},"author":1,"featured_media":23043,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-23042","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nAs hockey fandom heats up, Florida Panthers ink deal with hair care brand | Brandiary<\/title>\n<meta name=\"description\" content=\"Hair has always been a big deal in men\u2019s hockey, if the timeless \u201chockey flow\u201d style of many players\u2019 tresses is any indication. But beauty and hair brand\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=23042\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"As hockey fandom heats up, Florida Panthers ink deal with hair care brand | Brandiary\" \/>\n<meta property=\"og:description\" content=\"Hair has always been a big deal in men\u2019s hockey, if the timeless \u201chockey flow\u201d style of many players\u2019 tresses is any indication. But beauty and hair brand\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mysourcefunding.com\/?p=23042\" \/>\n<meta property=\"og:site_name\" content=\"Brandiary\" \/>\n<meta property=\"article:published_time\" content=\"2026-01-22T21:07:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-22T21:07:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2026\/01\/1769116047_MKB-LAngePanthers-HairCare-0126.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1\" \/>\n\t<meta property=\"og:image:height\" content=\"1\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"News Room\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"News Room\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=23042#article\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=23042\"},\"author\":{\"name\":\"News Room\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\"},\"headline\":\"As hockey fandom heats up, Florida Panthers ink deal with hair care brand\",\"datePublished\":\"2026-01-22T21:07:26+00:00\",\"dateModified\":\"2026-01-22T21:07:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=23042\"},\"wordCount\":859,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=23042#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=23042\",\"url\":\"https:\/\/mysourcefunding.com\/?p=23042\",\"name\":\"As hockey fandom heats up, Florida Panthers ink deal with hair care brand | Brandiary\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/#website\"},\"datePublished\":\"2026-01-22T21:07:26+00:00\",\"dateModified\":\"2026-01-22T21:07:27+00:00\",\"description\":\"Hair has always been a big deal in men\u2019s hockey, if the timeless \u201chockey flow\u201d style of many players\u2019 tresses is any indication. But beauty and hair brand\",\"breadcrumb\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=23042#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=23042\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=23042#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/mysourcefunding.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"As hockey fandom heats up, Florida Panthers ink deal with hair care brand\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/mysourcefunding.com\/#website\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"name\":\"Brandiary\",\"description\":\"Latest Business and Startup News and Updates\",\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/mysourcefunding.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/mysourcefunding.com\/#organization\",\"name\":\"Brandiary\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"width\":381,\"height\":100,\"caption\":\"Brandiary\"},\"image\":{\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\",\"name\":\"News Room\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"caption\":\"News Room\"},\"sameAs\":[\"https:\/\/mysourcefunding.com\"],\"url\":\"https:\/\/mysourcefunding.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"As hockey fandom heats up, Florida Panthers ink deal with hair care brand | Brandiary","description":"Hair has always been a big deal in men\u2019s hockey, if the timeless \u201chockey flow\u201d style of many players\u2019 tresses is any indication. But beauty and hair brand","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mysourcefunding.com\/?p=23042","og_locale":"en_US","og_type":"article","og_title":"As hockey fandom heats up, Florida Panthers ink deal with hair care brand | Brandiary","og_description":"Hair has always been a big deal in men\u2019s hockey, if the timeless \u201chockey flow\u201d style of many players\u2019 tresses is any indication. But beauty and hair brand","og_url":"https:\/\/mysourcefunding.com\/?p=23042","og_site_name":"Brandiary","article_published_time":"2026-01-22T21:07:26+00:00","article_modified_time":"2026-01-22T21:07:27+00:00","og_image":[{"url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2026\/01\/1769116047_MKB-LAngePanthers-HairCare-0126.jpg","width":1,"height":1,"type":"image\/jpeg"}],"author":"News Room","twitter_card":"summary_large_image","twitter_misc":{"Written by":"News Room","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mysourcefunding.com\/?p=23042#article","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/?p=23042"},"author":{"name":"News Room","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4"},"headline":"As hockey fandom heats up, Florida Panthers ink deal with hair care brand","datePublished":"2026-01-22T21:07:26+00:00","dateModified":"2026-01-22T21:07:27+00:00","mainEntityOfPage":{"@id":"https:\/\/mysourcefunding.com\/?p=23042"},"wordCount":859,"commentCount":0,"publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mysourcefunding.com\/?p=23042#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mysourcefunding.com\/?p=23042","url":"https:\/\/mysourcefunding.com\/?p=23042","name":"As hockey fandom heats up, Florida Panthers ink deal with hair care brand | Brandiary","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/#website"},"datePublished":"2026-01-22T21:07:26+00:00","dateModified":"2026-01-22T21:07:27+00:00","description":"Hair has always been a big deal in men\u2019s hockey, if the timeless \u201chockey flow\u201d style of many players\u2019 tresses is any indication. But beauty and hair brand","breadcrumb":{"@id":"https:\/\/mysourcefunding.com\/?p=23042#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mysourcefunding.com\/?p=23042"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/mysourcefunding.com\/?p=23042#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mysourcefunding.com\/"},{"@type":"ListItem","position":2,"name":"As hockey fandom heats up, Florida Panthers ink deal with hair care brand"}]},{"@type":"WebSite","@id":"https:\/\/mysourcefunding.com\/#website","url":"https:\/\/mysourcefunding.com\/","name":"Brandiary","description":"Latest Business and Startup News and Updates","publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mysourcefunding.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mysourcefunding.com\/#organization","name":"Brandiary","url":"https:\/\/mysourcefunding.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","width":381,"height":100,"caption":"Brandiary"},"image":{"@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4","name":"News Room","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","caption":"News Room"},"sameAs":["https:\/\/mysourcefunding.com"],"url":"https:\/\/mysourcefunding.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/23042","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=23042"}],"version-history":[{"count":1,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/23042\/revisions"}],"predecessor-version":[{"id":23044,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/23042\/revisions\/23044"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/media\/23043"}],"wp:attachment":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=23042"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=23042"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=23042"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}