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MLB teams up with haircare company

North America’s Major League Baseball has agreed a multi-year sponsorship deal with haircare specialist Regis Corporation.

The deal names Regis’ Supercuts brand as the official hair salon and hair stylists of MLB.

Supercuts will hold the exclusive category rights to promote around MLB spring training, regular-season and post-season games, including marquee events such as the All-Star Game and the World Series. Supercuts will be promoted across MLB’s broadcast, digital, mobile and social channels.

Hugh Sawyer, president and chief executive of Regis, said: “We anticipate that our new relationship with MLB will be a highly effective platform for Supercuts’ well-known national brand to support the growth of our local-market, Supercuts-franchised and company-owned salons across North America.

“Our Supercuts brand will be integrated throughout MLB’s highly successful and connected ecosystem of millions of fans on MLB Network, MLB.com, social media and the leading sports television networks. Given the quality and breadth of MLB, we believe this will be a home run for our Supercuts salons, stylists and guests.”

The partnership will be promoted in more than 2,600 Supercuts salons across North America.