H-E-B and Dallas Cowboys Announce First-of-its-Kind 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 such as H-E-B Brand product and food sample stations, a Spirit Salon with face painting, airbrush tattoos, and more. Plus, a shaded lounge with a television screen, family games, and a photo booth inside a large replica of H-E-B’s iconic red reusable bag. H‑E‑B is also introducing a new Tailgater of the Game program, a competition celebrating H‑E‑B’s and the Cowboys’ biggest fans. Pregame at the AT&T Stadium east parking lots, judges will score each tailgate for the most H-E-B and Cowboys spirit. While all tailgaters will have the opportunity to receive H‑E‑B giveaways, one winner will receive a jersey, flag, wrapped game-day seats, sideline passes and a $500 H-E-B gift card as the “Tailgater of the Game.” All winners will be celebrated in H‑E‑B’s Hall of Flame, located at the Family Tailgate.

Fans can take the game day excitement beyond the stadium by visiting their local H‑E‑B, the Official Grocery Game Day Headquarters. 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. Plus, customers are encouraged to show their team spirit and wear Cowboys gear in-store for a chance at surprise tickets and merch giveaways throughout the season.

“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 Executive Vice President 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.”

H-E-B’s commitment to the North Texas community and Texas families extends well beyond the store and field. Through its Spirit of Giving philosophy, H‑E‑B donated $500,000 to 10 DFW-area nonprofits that are making a positive impact in their community. H-E-B gifted $50,000 each to Arlington Charities, Community Food Bank, Crossroads Community Services, Denton Freedom House Food Pantry, Frisco Family Services, GRACE Grapevine, Heart of the City, Irving Cares, Samaritan Inn Food Pantry, and Trusted World.

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 Overshown. The star-studded cast will have their talents on display in the fun-filled commercials and on billboards that will be featured in the DFW Metroplex and select cities in Central and South Texas.

“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 Dallas 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.”

In another commercial, the four players let out an enthusiastic “Yeah!” as Cowboys head coach Brian Schottenheimer pulls H‑E‑B’s Cowboy Bacon Burger patties and Cowboy Cookies out of a shopping bag. The group is less enthusiastic when rookie Caleb Downs pulls out H-E-B’s Meal Simple Philly Cheesesteak Egg Rolls. After Downs covers up the word “Philly” on the label, the group lets out another energetic “Yeah!”

The light-hearted fun and spirit for the partnership continue in the other spots that feature rumors that Dak Prescott stuffs his shoulder pads with H-E-B’s butter tortillas; Brandon Aubrey and Dak Prescott having a slight miscommunication when the spot kicker is invited to come “kick it” with some H-E-B Creamy Creations; and the Dallas Cowboys Cheerleaders and an H-E-B dance crew celebrating with a choreographed dance on the team’s field.

The collaboration comes as H-E-B continues its expansion throughout North Texas. A proud Texas company, H-E-B’s presence in the Metroplex runs deep. As a multi-format retailer, H-E-B has served the broader community for more than two decades with its innovative Central Market stores, which were introduced to the DFW area in 2001 and grew to serve customers in Dallas, Plano, Southlake, and Fort Worth. Plans also are underway for a new Central Market location at Lemmon and McKinney in Dallas.

In the DFW Metroplex, H-E-B has opened stores in Allen, Alliance, Forney, Irving, Mansfield, McKinney, Melissa, Mid-Cities, Murphy, Plano, Prosper, Rockwall, and two stores in Frisco. H-E-B has also announced plans for stores in Walsh Ranch, Carrollton, and Denton. H‑E‑B also owns land at Hillcrest Road and LBJ Freeway, where the retailer plans to build its first H-E-B store in the city of Dallas. The retailer has also opened three Joe V’s Smart Shop stores in the DFW area, which include two in Dallas and one store in Irving, and has plans to open a fourth location in Garland.

As a multi-format retailer, H-E-B also operates Central Market, and Joe V’s Smart Shop stores throughout Texas, as well as Mi Tienda store formats in Houston. H-E-B also owns Favor Delivery, a fast and convenient delivery service that serves cities across the state.