Global hair and skincare company, Bronner Bros., has extended its collaboration with Ford as presenting sponsor of the 67th annual BB International Hair Show & Convention, which is the largest cosmetology trade event of its kind.

As part of the sponsorship, Ford will display vehicles from its 2014 lineup, including the 2015 Ford Mustang, which will be given away to one lucky winner on Sunday night.

In lieu of the celebrated “Hair Battle Royale,” Ford and Bronner Bros. are also introducing a “Happy Hair” themed couture fashion show this year. The ticketed event was added to appeal to the wide array of show attendees, as well as to offer a creative platform that gives national visibility to emerging designers, make-up artists and innovative hair stylists.

Shawn Thompson, manager of Multicultural Marketing, Ford, commented:

“Ford’s commitment to diversity and inclusion is integrated across every aspect of the company. Through partnerships with trusted brands like Bronner Bros., we maintain the ability to drive deeper brand connections with multi-cultural consumers. This year marks the continuation of an exciting collaboration that celebrates black culture and its influence on creative beauty trends around the globe.”

Over 50,000 registrants are expected to attend the 2014 show, with several thousand more visiting from cities known for its influence on black hair care such as Baltimore, Chicago, Detroit and Oakland, to name a few. According to the Metro Atlanta Chamber of Commerce, the BB Hair Show is the third largest tradeshow in Georgia and generates over $15M in revenue for the city of Atlanta and local businesses.