San Antonio-based H-E-B has become the exclusive grocery and pharmacy partner of the Dallas Cowboys under a multiyear agreement that begins this season.
The partnership covers ticket and merchandise giveaways, in-store and in-game activations, tailgating and pop-up events, community outreach and a commercial campaign featuring Cowboys players. Fans across Texas and Mexico are included.
At Cowboys home games, H-E-B will be presenting sponsor of the H-E-B Family Tailgate on the East Plaza of AT&T Stadium, with product and food sample stations, a Spirit Salon offering face painting and airbrush tattoos, a shaded lounge with a television and family games, and a photo booth built inside a replica of the retailer’s red reusable bag. A Tailgater of the Game program will send judges through the east parking lots before each game to score tailgates for H-E-B and Cowboys spirit. All tailgaters will have a chance at H-E-B giveaways, and one winner will receive a jersey, flag, wrapped game-day seats, sideline passes and a $500 H-E-B gift card. Winners will be celebrated in H-E-B’s Hall of Flame at the tailgate.
In stores, H-E-B will run Cowboys-themed banners and signage at select locations and sell a limited-edition Cowboys-branded reusable shopping bag. Customers who wear Cowboys gear in-store will have a chance at ticket and merchandise giveaways through 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 EVP 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.”
To mark the announcement, H-E-B donated $500,000 through its Spirit of Giving philosophy, giving $50,000 each to 10 Dallas-Fort Worth nonprofits: 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.
The retailer also will donate $1,000 to the Salvation Army for every sack by the Cowboys defense during the regular season, up to $50,000. H-E-B and the team plan player-led school supply drives, holiday events, youth camps and football clinics through the year.
“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 of 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.”
The commercial campaign features quarterback Dak Prescott, kicker Brandon Aubrey, safety Caleb Downs and linebacker DeMarvion Overshown, with spots and billboards running in the Metroplex and select Central and South Texas markets.
The partnership comes as H-E-B builds out North Texas. The company has opened Metroplex stores in Allen, Alliance, Forney, Irving, Mansfield, McKinney, Melissa, Mid-Cities, Murphy, Plano, Prosper, Rockwall and two in Frisco, with stores announced for Walsh Ranch, Carrollton and Denton. The Irving store, opened this summer, is the company’s first namesake location in Dallas County. H-E-B owns land at Hillcrest Road and LBJ Freeway for its first store in the city of Dallas.
H-E-B has served the broader Metroplex for more than two decades through Central Market, which came to the area in 2001 and has stores in Dallas, Plano, Southlake and Fort Worth. A Central Market is planned at Lemmon and McKinney in Dallas. The retailer also operates three Joe V’s Smart Shop stores in the area, two in Dallas and one in Irving, with a fourth planned for Garland.
H-E-B operates more than 455 stores in Texas and Mexico, reports sales of more than $50 billion and employs more than 175,000 partners in Texas and Mexico. Along with its namesake stores, the company operates Central Market, Joe V’s Smart Shop and, in Houston, Mi Tienda, and owns Favor Delivery.
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