H-E-B’s rising place in North Texas is getting more star power.
The retailer has become the exclusive grocery and pharmacy partner of the Dallas Cowboys. Starting this season, the two organizations will start a multi-year partnership.
The San Antonio-based store chain will include ticket and merchandise giveaways, in-store and in-game activations, tailgating and pop-up events — and community outreach opportunities. H-E-B also will roll out commercials with Cowboys players, including Dak Prescott and Brandon Aubrey.
The grocer has been ramping up its North Texas presence in recent years as it opened new stores, challenging longtime players such as Kroger, Tom Thumb and Walmart. H-E-B recently launched sites in Murphy, Euless and Irving in a matter of three months.
The Dallas Cowboys have continued to stand out as a major franchise, not just locally but nationally. Earlier this month, the team was named the most valuable among its peers with a valuation of $15.5 billion, up more than 20% from the year-ago period.
The team’s supporters get kudos for their devotion as well. Its fan base was ranked No. 5 (and ahead of the Green Bay Packers), according to StubHub report.
And those fans will get more opportunities to interact with the Cowboys brand under the H-E-B partnership. At all Cowboys home games, the grocer will be the presenting sponsor of the H-E-B Family Tailgate at the AT&T Stadium area. It will include family-friendly experiences such as H-E-B Brand product and food sample stations, face painting and airbrush tattoos. It also will have a lounge with a television screen, family games and a photo booth. There’s a Tailgater of the Game competition as well.
Throughout the season, H-E-B will have a banners and signs with themes tied to the team. Expect merchandise, such as a Cowboys branded reusable shopping bag.
