Despite the ongoing controversy in Texas over expanding legal gambling, the Dallas Cowboys are going rogue and partnering with a Las Vegas-based slot machine company.
“America’s Team” inked a significant multi-year agreement with Aristocrat Gaming. This strategic partnership opens up exciting opportunities for both parties, enhancing the fan experience and driving engagement.
Top sportsbooks are buzzing about the Dallas Cowboys’ groundbreaking partnership with Aristocrat Gaming, which promises to bring innovative fan experiences and dynamic branding opportunities to AT&T Stadium and beyond.
In a press release, Aristocrat Gaming CEO Hector Fernandez said: “We are proud to be the newest partner of the Dallas Cowboys, one of the world’s premier sports and entertainment organizations with a proud championed history, much like Aristocrat Gaming. With the success of the NFL Slots portfolio, we have been able to bring the excitement of fan-favorite teams like the Dallas Cowboys to casino floors across the country. We look forward to bringing even more innovative experiences to fans through this partnership.”
“The Cowboys are excited to partner with Aristocrat Gaming to bring even more ways to entertain our fans,” said Chad Estis, Executive Vice President of Business Operations of the Dallas Cowboys. “We pride ourselves on aligning with world-class partners, and Aristocrat Gaming has been a trailblazer in the gaming industry for decades. We are thrilled to work with the Aristocrat team on activation and branding opportunities throughout the year and to have our Cowboys marks featured on their slot machines nationwide.”
What Cowboys’ Multi-Year Deal With Aristocrat Gaming Entails
The partnership grants Aristocrat Gaming marketing access to the Cowboys’ AT&T Stadium, concourse, and gaming areas. All of those areas will have noticeable signage displayed by Aristocrat year-round. Here’s what else the deal brings:
1. Promotional Presence at AT&T Stadium
- Fans attending games will encounter branded materials, displays, and interactive experiences that celebrate the synergy between football and gaming.
2. In-Game Advertisements on the Jumbotron
- During the Cowboys’ home games, their massive stadium jumbotron will feature dynamic advertisements from Aristocrat Gaming. These captivating visuals will engage fans during key moments, adding an extra layer of excitement to the game-day experience.
3. Strategic Traffic Boost
- While Aristocrat Gaming won’t set up physical slot machines or gaming areas inside AT&T Stadium, the partnership aims to drive traffic to other locations. Specifically, the focus is on areas like Oklahoma, where Aristocrat’s NFL-themed slot machines are already a hit in casinos such as WinStar World Casino and Choctaw Landing in Hochatown.
Mark Wadley, the chief marketing officer of Aristocrat Gaming, emphasized the significance of the Dallas Cowboys’ proximity to Oklahoma from a business standpoint. He explained that many fans traveling to casinos in Oklahoma come from Dallas, making it crucial for Aristocrat Gaming to engage with them during their casino visits.
Texans contribute approximately $5 billion to legal gambling in neighboring states such as Oklahoma, Louisiana, New Mexico, and Nevada. Furthermore, estimates suggest that Texans also engage in illegal gambling, contributing around $8 billion within the Lone Star State.
Battle Over Sports Betting Continues in Texas
This partnership is being forged amid a lot of uncertainty when it comes to sports betting in Texas.
Despite efforts from lawmakers and lobbyists, sports betting is not legal in Texas. To change this, an amendment to the state constitution is needed. This amendment requires approval from two-thirds of both chambers of the state legislature. After that, voters would have a say in a constitutional referendum.
In recent years, there has been growing momentum for sports gambling legislation in Texas. Lawmakers from both political parties and a coalition of professional teams and lobbyists are supporting this. However, opposition from key legislative leaders has hindered progress.
Despite the challenges, the Dallas Mavericks and the Alabama-Coushatta Tribe of Texas are already planning new casino resorts. This signals optimism about the potential growth of gaming options within the state.
Perhaps the Cowboys’ new deal will help to move things along. We’ll just have to wait and see.
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