The Dallas Cowboys, one of the most storied franchises from American football’s top-tier NFL, have unveiled two multi-year commercial deals in the last 24 hours.
The team has struck a deal with LG Electronics, which becomes the official TV partner and official display partner of the Cowboys, while the Nature’s Own brand is also now a team sponsor.
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Through its association with the Dallas side, LG Electronics USA will see its brand involved in a number of in-stadium and broadcast digital marketing initiatives, including the OLED TV range being made presenting sponsor of the Cowboys’ The Break video podcast series.
The LG Home Entertainment Division will also have digital advertising rights across the Cowboys’ AT&T Stadium in Arlington, Texas, with the OLED TV range to be present throughout the venue’s array of premium suites.
The display partner element of the deal, meanwhile, will see LG Business Solutions USA made a preferred provider of both digital signage and display screens at the AT&T Stadium as well as at the team’s various training and corporate facilities.
Jerry Jones Jr., co-owner and chief sales and marketing officer at the Dallas Cowboys, has now said: “We are excited to work together to provide our fans top-of-the-line displays and televisions that will revolutionize how fans engage with the team, both at home and at AT&T Stadium."
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By GlobalDataThrough the Nature’s Own deal, meanwhile, that brand and the Cowboys will be collaborating across events such as a VIP tailgate party featuring Nature’s Own products, as well as a branded pop-up at AT&T Stadium. Both of these will take place on September 22, as the Cowboys take on the Baltimore Ravens at their home venue.
The Cowboys made it through to the post-season NFL playoffs earlier this year, before losing to the Green Bay Packers in the Wildcard Round.
As of August last year, Forbes estimated the Cowboys as being the most valuable NFL franchise out of all 32, putting its valuation at $9 billion.
In mid-June, the franchise unveiled a multi-year agreement with the Aristocrat Gaming firm.
Aristocrat has secured prominent signage rights across AT&T Stadium, covering in-stadium, on-the-concourse, and in-game branding.
The Cowboys’ first game of the 2024 season comes on September 8, when they visit the Cleveland Browns.
