Firstline Brands Named Official Textured Hair Accessories Partner of the Texas Elite Spartans

Texas-based brand joins five-time champions in first-of-its-kind partnership for women’s professional tackle football

Firstline Brands, a Texas-based consumer products company celebrating its 40th anniversary, has signed on as the Official Textured Hair Accessories Partner of the Texas Elite Spartans, the five-time champions of the Women’s National Football Conference (WNFC).

The partnership marks a first-of-its-kind sponsorship in women’s professional tackle football, underscoring the accelerating growth, commercial value, and cultural relevance of women’s sports properties, particularly those rooted in authenticity, representation, and community impact.

As the Spartans prepare for the 2026 season and their move to Arlington, Texas, with home games hosted at Maverick Stadium at the University of Texas at Arlington, this partnership brings together two Texas-born brands aligned around performance, confidence, and showing up fully, on and off the field.

A Partnership Built on Authentic Representation

Founded in 1986, Firstline Brands® is a time-honored Black-owned enterprise built on a deep commitment to meeting the hair care needs of multicultural consumers and diverse hair types. The brand applies decades of hard-earned know-how and continuous innovation to deliver a masterful mix of hairstyling and maintenance essentials, ranging from trend-right to timeless.

That ethos aligns seamlessly with the Texas Elite Spartans, where more than 70% of the roster has textured hair, making this partnership not only relevant, but genuine.

“When two Texas-born organizations come together with a shared belief in the power of girls and women in sports, the impact goes far beyond the game. This partnership is about confidence, authenticity, and empowering the next generation to show up as their full selves, in how they play, how they lead, and how they choose to express themselves, from their hair to their heart.” Lakisha Jackson, Growth & Partnership Director at Firstline Brands

The partnership will focus on products from Firstline’s Evolve® collection, including women’s styling and sleep accessories, designed to support athletes in their daily routines on game day, in recovery, and beyond.

The two will activate across multiple touch points throughout the season, including: Athlete Content & Storytelling, Game Day & In-Venue Presence and Product Integration

A Signal Moment for the Business of Women’s Sports

The Texas Elite Spartans are one of the fastest-growing team brands in women’s sports, engaging over 10 million fans across social media platforms in 2025 alone. As women’s professional football continues its rapid rise, partnerships like this reflect a broader shift in how brands invest in women’s sports, not as charity, but as smart business.

“This partnership with Firstline Brands® is about authenticity and performance.” - says Odessa Jenkins - Head Coach of the Texas Elite Spartans. “Our athletes deserve products designed for them, and partnering with a brand that has spent decades serving multicultural hair needs, while investing in women’s sports matters. As we move into Arlington and take the field at Maverick Stadium, this collaboration reflects who we are as a franchise and where the business of women’s football is headed.”

As a Texas-based company partnering with a Texas-based championship franchise, Firstline Brands’ investment sends a clear message: women’s professional sports are a powerful platform for growth, storytelling, and brand leadership.

About Firstline Brands

Founded in 1986, Firstline Brands® is a Black-owned consumer products company rooted in a commitment to serving the hair care needs of multicultural communities. The brand offers a wide range of hairstyling and maintenance essentials designed to embrace diverse hair types, blending innovation, heritage, and everyday performance. www.firstlinebrands.com @firstlinebrands

About the Texas Elite Spartans

The Texas Elite Spartans are a professional women’s football team, and five-time champion of the Women's National Football Conference (WNFC). They are the premier franchises in women’s professional tackle football. Known for excellence on the field and community impact off it, the Spartans continue to set the standard for performance, brand growth, and community engagement in women’s football.