H-E-B and Dallas Cowboys announce official partnership

Two of the state’s most iconic brands are teaming up for a Texas-sized collaboration as H-E-B becomes the Exclusive Grocery and Pharmacy Partner of the Dallas Cowboys.  Starting this season, H-E-B and the Cowboys will kickoff a first-of-its-kind, multi-year partnership that will bring loyal fans of both organizations and customers exciting ticket and merchandise giveaways, in-store and in-game activations, tailgating and pop-up events, and community outreach opportunities.  The San Antonio-based retailer will also rollout commercials featuring a lineup of Cowboys star players.

At all Dallas Cowboy home games, H-E-B will be the presenting sponsor of the H-E-B Family Tailgate, located on the East Plaza of AT&T Stadium.  There will be family-friendly tailgate experiences, a new Tailgater of the Game program, H-E-B giveaways and more.

Fans can take the game day excitement beyond the stadium by visiting their local H-E-B.  Throughout the season, H-E-B will celebrate the partnership with Cowboys-themed banners and signs throughout select stores.  Fans also can show off their team spirit with merchandise such as a limited-edition Cowboys branded reusable shopping bag.  Customers are also encouraged to show their team spirit and wear Cowboys gear in-store for a chance at surprise tickets and merch giveaways throughout the season.

H-E-B will also donate $1,000 to the Salvation Army for every sack the Cowboys’ defense makes during the regular season, for a total commitment of up to $50,000.  Additionally, H-E-B will team up with the Cowboys for player-led school supply drives, holiday events, youth camps, football clinics, and other community outreach opportunities throughout the year.

To kick off the partnership and the season, fans in select markets throughout the state will get to see some of their favorite Cowboys players in H-E-B’s popular commercials.  In the lineup are Dak Prescott, Brandon Aubrey, Caleb Downs, and DeMarvion Overshow,  “My love for H-E-B began as a child when I would ride with my grandmother from Louisiana to Orange, Texas, just to shop at an H-E-B,” said Prescott.

For more information visit HEB.com.