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49ers open new sponsorship category with Manscaped deal

The National Football League’s San Francisco 49ers are opening up a new sports sponsorship category by striking a multi-year deal with Manscaped to designate the men’s grooming company its official below-the-waist grooming partner.

The deal will give San Diego, California-based Manscaped a series of in-stadium placements at Levi’s Stadium, and calls for other promotional initiatives between the company and team. Further details are set to be announced closer to the planned start of the 2020 NFL season in September.

Financial terms were not disclosed. 

“Manscaped is changing the game of personal hygiene for men everywhere, and we are proud to partner together to highlight their brand with relevant connections to our fanbase,” said Kevin Hilton, 49ers vice president of corporate partnerships.

Manscaped also recently struck a multiyear exclusive sponsorship deal with the Ultimate Fighting Championship.

The 49ers are coming off a highly successful 2019 season in which they ended a five-year run of non-winning seasons and advanced to Super Bowl LIV, falling to the Kansas City Chiefs.