Fans of the CFL’s growing podcast The Waggle will hear a new sponsor name integrated into the program as the league has announced a national partnership with Sport Clips Haircuts.

Starting Thursday, Sport Clips is the presenting sponsor of the podcast, which has been downloaded more than 1 million times since its launch in 2016.

The salon company uses a sports theme to appeal to men in its 39 locations nationwide. (The company is based in Texas and it is among the fastest growing franchise businesses in the U.S., according to the Entrepreneur 500).

The deal gives the chain presence at league playoff games and at the Grey Cup championship. Sport Clips also plans to offer special deals to Waggle listeners and leverage league players for appearances and exclusive content at Sport Clips in CFL markets.

The Waggle is one of several new digital content strategies the CFL has undertaken in recent years to forge a stronger connection with fans, particularly younger ones. It recently promoted Kelly Shouldice to VP of content to oversee The Waggle’s integration into game-day experiences, and lead league-side efforts on its new 30-minute live show streamed on Twitter.