H-E-B has become the exclusive grocery and pharmacy partner of the Dallas Cowboys, a multi-year deal beginning this season.
In Fort Worth, the chain's footprint is still thin. Its local store sits in the Alliance area in the far north of the city, while the bulk of H-E-B's North Texas expansion has landed on the Collin County side of the region.
What the deal covers
The agreement includes ticket and merchandise giveaways, in-store and in-game promotions, tailgating and pop-up events, and community outreach. H-E-B will run commercials featuring Cowboys players including quarterback Dak Prescott and kicker Brandon Aubrey.
At home games the chain becomes presenting sponsor of the H-E-B Family Tailgate outside AT&T Stadium in Arlington, with product and food sample stations, face painting, airbrush tattoos, and a lounge with a television, games and a photo booth.
An uneven map
H-E-B has open stores in Plano, McKinney, Allen, Melissa, Prosper, Mansfield, Rockwall, two in Frisco and the Alliance-area location here. The company has announced further stores across the region, including in the Mid-Cities and at Walsh Ranch.
The city of Dallas has no traditional H-E-B, despite the team's name on the new partnership. The company owns land at Hillcrest Road and LBJ Freeway and runs two Joe V's Smart Shop stores in the city.
For Tarrant County shoppers, the practical effect of the sponsorship is limited for now. The brand will be considerably more visible on game days than it is on the local grocery map.
Sources
https://www.wfaa.com/article/money/business/h-e-b-lands-dallas-cowboys-partnership-as-grocer-expands-its-north-texas-footprint/287-8df6656d-b173-455b-9f67-3588e400b7e8
https://sports.yahoo.com/articles/h-e-b-now-official-011500706.html
