The Dallas Cowboys unveil a partnership with WinStar World Casino and Resort, in the first deal of its kind between an NFL team and a casino.
Though due to NFL rules, the casino brand will not be able to market directly through NFL channels, and the Cowboys will not be permitted to receive profits from traffic driven to third-party advertising partners, the deal still marks a major sea change in the attitude of the league towards gambling sponsorships.
The deal will allow the casino to make use of the Cowboy’s branding and images in their marketing and advertising, acting as a first step to what will likely become a more all-encompassing relationship as the US sports betting market matures and sponsorship rules are loosened.
It was only in August that teams were given the green light to enter into talks with casinos and fantasy sports operators like FanDuel and DraftKings, and it is likely more NFL teams will follow the Cowboy’s lead in short order.
Announcing the partnership, Dallas Cowboys owner, Jerry Jones, said:
“The Dallas Cowboys take great pride in aligning themselves with the best brands in the world.
“It is a privilege to stand shoulder to shoulder as partners with such a prominent entertainment brand like WinStar World Casino.”
According to the Star Telegram, Jones also pointed out he could be at the casino in Thackerville, OK , in 20 minutes with his helicopter, whilst General Manager of WinStar, Jack Parkinson, added that the Cowboys will also hold various team functions at the casino.
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