Dallas Cowboys Sign Sponsorship Deal With Aristocrat Gaming

The Dallas Cowboys have signed a multi-year deal with Las Vegas-based slot machine company Aristocrat Gaming. It will allow Aristocrat Gaming to feature promotional content throughout AT&T Stadium and show off in-game advertisements on the team’s jumbotron during games.

Dallas Cowboys’ deal will not permit Aristocrat Gaming to install slot machines, set up mobile apps inside AT&T Stadium

However, the deal won’t enable Aristocrat Gaming to set up its slot machines, mobile apps, or establish any form of gaming inside AT&T Stadium. This sponsorship’s purpose is help drive traffic back to states like Oklahoma, where its NFL-themed slot machines are located in casinos such as WinStar World Casino and Choctaw Landing in Hochatown.

“We pride ourselves on aligning with world-class partners, and Aristocrat Gaming has been a trailblazer in the gaming industry for decades,” said Chad Estis, the team’s executive vice president of business operations.

“We are thrilled to work with the Aristocrat team on activation and branding opportunities throughout the year and to have our Cowboys marks featured on their slot machines nationwide.”

For Aristocrat Gaming, it’s the company’s fourth deal with an NFL team as it has also partnered with the Las Vegas Raiders, New England Patriots, and New Orleans Saints.

WinStar was the first casino company to gain a partnership with an NFL team in 2018 when it became the Dallas Cowboys’ official casino.

Texas gamblers spend about $5 billion in legal gambling in neighboring states like Oklahoma

Lone Star State gamblers spend roughly $5 billion in legal gambling in neighboring states like Oklahoma, Louisiana, New Mexico and Nevada, according to Clyde Barrow, gambling policy expert at the University of Texas-Rio Grande Valley.

“From a business perspective, the Cowboys’ proximity to Oklahoma is really important to us. A lot of the fanbase that goes up to WinStar and other casinos in Oklahoma come from Dallas,” said Mark Wadley, Aristocrat Gaming’s chief marketing officer.

“So the opportunity to communicate with them as they are making their trip to those casinos is really important for us.”

Although sports betting and casino gambling remain illegal in Texas, this is still big news for WinStar as more Texans are expected to show up to its facilities across state lines, said Jack Parkinson, WinStar president.

“As the official casino of the Dallas Cowboys, WinStar World Casino & Resort is ecstatic to have Aristocrat Gaming as the newest member of the Dallas Cowboys family,” he said.

“The top-performing NFL Slots make this partnership a natural fit and we look forward to bringing new experiences to our patrons as a result of this announcement.”