Dallas Cowboys quarterback Dak Prescott dons an H-E-B shirt at the announcement Tuesday evening that H-E-B is now the team’s exclusive grocer and pharmacy. The event was held at the Star, the Dallas Cowboys’ headquarters and practice facility.
H-E-B
Texas just got a new power couple.
H-E-B and the Dallas Cowboys, two of the Lone Star State’s most popular brands, are teaming up. This season, the San Antonio-based grocer will become the NFL team’s exclusive grocer and pharmacy through a multiyear partnership.
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The collaboration will include ticket and merchandise giveaways, in-store and in-game activations, tailgating and pop-up events, and community outreach opportunities.
This isn’t the grocer’s first rodeo in the world of sports. H-E-B has been an official partner of the San Antonio Spurs since 2004.
MORE H-E-B NEWS: H-E-B starts $15.6 million renovation of Las Palmas store on San Antonio’s West Side
Fan giveaways and charitable donations
At every Cowboys home game, the grocer will sponsor a family-friendly tailgate on the East Plaza of AT&T Stadium, featuring food samples, games, face painting, photo opportunities and giveaways. A “Tailgater of the Game” contest will award Cowboys’ biggest fans prizes such as a jersey, sideline passes, premium seats and a $500 H-E-B gift card. Tailgaters at the stadium will be judged for their H-E-B and Cowboys spirit, and winners will be honored in H-E-B’s Hall of Flame.
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Stephen Butt, left, H-E-B’s president of shareholder relations and a board member, and Scott Mitchell, center, H-E-B chief commercial and digital officer, attend Tuesday’s announcement of H-E-B’s partnership with the Dallas Cowboys. The announcement was made at the Star, the Dallas Cowboys’ headquarters and practice facility.
H-E-B
H-E-B is now the Dallas Cowboys’ exclusive grocer and pharmacy through a multiyear partnership announced Tuesday evening at the Star, the Dallas Cowboys’ headquarters and practice facility.
H-E-B
Throughout the football season, select stores will offer Cowboys-themed displays, limited-edition merchandise and surprise ticket and merchandise giveaways.
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“H-E-B has built real connections by supporting and celebrating their communities, and we’re proud to welcome them to the Dallas Cowboys family,” said Charlotte Jones, chief brand officer and co-owner for the Cowboys. “This special partnership gives us another incredible opportunity to engage our fans in fun ways, enhance the gameday experience, and create meaningful impact for those in need.”
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In honor of the collaboration, H-E-B donated $500,000 to 10 Dallas–Fort Worth nonprofits and will give the Salvation Army $1,000 for every Cowboys regular-season sack, up to $50,000. The organizations will collaborate on school-supply drives, youth camps, holiday events and football clinics.
In honor of its partnership with the Dallas Cowboys, H‑E‑B donated $500,000 to 10 nonprofits in the Dallas-Fort Worth area.
H-E-B
READ MORE: South Dallas resident launches campaign pushing for more H-E-B locations
“We are thrilled to bring together two iconic Texas brands and look forward to entertaining and supporting our customers,” said Juan-Carlos Rück, H‑E‑B’s executive vice president of its North West food/drug operations and real estate. “At H‑E‑B, we are passionate about taking care of Texans, and we’re proud to celebrate this announcement by giving to incredible nonprofit organizations that work year-round to help those in need.”
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Star-studded commercials
Upcoming H-E-B commercials and billboards in Dallas-Fort Worth and select cities in Central and South Texas will feature a lineup of Cowboys star players, including Dak Prescott, Brandon Aubrey, Caleb Downs and DeMarvion Overshown.
The Dallas Cowboys Cheerleaders perform at Tuesday evening’s announcement at the Star, the Dallas Cowboys’ headquarters and practice facility.
H-E-B
One commercial will star Cowboys quarterback Prescott, linebacker Overshown and kicker Aubrey reacting to the official partnership with H-E-B snacks. Another, featuring head coach Brian Schottenheimer and rookie Caleb Downs, jokes about rival Philadelphia Eagles when Downs pulls out H-E-B’s Meal Simple Philly Cheesesteak Egg Rolls.
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Others center around Prescott stuffing his shoulder pads with H-E-B butter tortillas, an on-field performance featuring the Dallas Cowboys Cheerleaders and the H-E-B dance crew, as well as Aubrey and Prescott mistakenly inviting a spot kicker to “kick it” with some H-E-B Creamy Creations.
RELATED: H-E-B is poised to take over another Texas city. Here’s where.
Dallas’ first H-E-B
The partnership coincides with H-E-B’s continued expansion across North Texas.
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The grocer first introduced its Central Market brand to the area in 2001 and grew across Dallas, Plano, Southlake and Fort Worth. A new 60,000-square-foot Central Market is set to open at the corner of Lemmon and McKinney avenues in Uptown Dallas.
H-E-B has opened stores in Allen, Alliance, Forney, Frisco, Irving, Mansfield, McKinney, Melissa, Mid-Cities, Murphy, Plano, Prosper and Rockwall. It’s also announced plans for stores in Carrollton, Denton and Walsh Ranch. The grocer plans to build its first store in Dallas proper on land it owns at Hillcrest Road and LBJ Freeway.
The San Antonio-based retailer also has opened two Joe V’s Smart Shops in Dallas and one in Irving, with plans to open a fourth location in Garland.