Brittany Mahomes’ biggest brand partnerships explored: From SKIMS and Alani Nu to her fitness and lifestyle collaborations | NFL News
Forget just being the wife of a two-time Super Bowl MVP. Brittany Mahomes has quietly built her own brand portfolio, one that spans haircare, activewear, energy drinks and fitness tech. She turns sideline appearances into business moves, and fans have noticed. From a hairspray launch timed perfectly with Monday Night Football to a wearable tech deal she shares with her husband, Brittany’s endorsement game is picking up serious pace in 2026.
Brittany Mahomes endorsement deals span beauty, fashion and wellness
Her latest move came with haircare brand Divi. She became the face of its Soft Finish and Soft Hold hairsprays, marking her second run with the company after a 2025 partnership. Founder Dani Austin broke the news on Instagram with a cheeky “Two is better than one…” caption. The products are priced at $26 each, sold through Divi’s website and Ulta Beauty.Brittany didn’t hold back on why she signed again. “Divi changed my expectations for what hairspray could do,” she said in a statement. “I love that I can get the hold and finish I want without sacrificing the health of my hair. After working with Divi last year, I was excited to continue the partnership. I’m selective about the brands I work with, and Divi is one I truly believe in.”Austin described the new line too, calling Soft Finish “for the girl who wants effortless, brushable, every day hold,” while the Strong Hold version is “for the girl who wants untouchable, sleek, maximum hold.”Beyond beauty, Brittany has worked with Adidas, co-leading the “Team Mahomes” initiative that backs collegiate women’s soccer programs and mentorship efforts. She teamed up with Amazon in December 2025 for a Chiefs fan apparel line, and joined Patrick on a WHOOP campaign, launching matching “his and hers” fitness bands as part of the couple’s investment in the wearable tech company.Her resume also includes an Alani Nu energy drink push, a Sports Illustrated Swimsuit cover in 2026, and earlier ties to Balance Athletica and Shop Vitality, the latter even naming a clothing line after her daughter, Sterling Skye.
Business ventures add to her financial independence
Most of Brittany’s individual deal values stay private, unlike Patrick’s publicly tracked contracts. Still, her business instincts speak for themselves. She holds an estimated $15 million net worth, built largely through the Kansas City Current, the NWSL team she co-founded in 2020, now valued around $325 million.Between sponsorships and ownership stakes, Brittany Mahomes isn’t riding her husband’s fame. She’s building something entirely her own, one brand deal at a time.
