This partnership will see Head & Shoulders, the world #1 shampoo brand, take on Global Partner status, starting with the upcoming FIBA Basketball World Cup in Spain (30 August-14 September 2014). Head & Shoulders will also support the FIBA World Championship for Women in Turkey (27 September-5 October 2014) and EuroBasket 2015 (5-20 September 2015).
In addition, as part of this partnership, Head & Shoulders will also support FIBA's up-and-coming 3x3 discipline. Starting in 2015, the brand will organise an annual FIBA-endorsed Head and Shoulders 3x3 tour in a number of countries around the world. The winning team of this tour will be granted a place in FIBA's 3x3 World Tour.
Lisa Jennings, General Manager of the Head & Shoulders Franchise at Procter & Gamble, said: "As a world leading haircare brand we truly believe that confidence is the key to success, and nowhere is this more important than in sport. Basketball is a quick, captivating and dynamic global sport where players need to react promptly and without hesitation. These values perfectly match our own aspirations, because at Head & Shoulders we hope that all young people should live their own lives 'head first' without hesitation, whatever they choose to do. We look forward to working together with FIBA to develop a whole range of exciting activities in conjunction with this partnership."