The Dallas Cowboys have signed a multi-year partnership agreement with Las Vegas-based Aristocrat Gaming. [Video still: Aristocrat Technologies]
For generations, American sports leagues have kept their distance from the world of gambling, gaming and sports betting, but that has changed in recent years as gaming has become increasingly tied to revenue for leagues and teams.
Last December, NBA Equity acquired a stake in Frisco-based nVenue, whose sports betting platform uses machine learning and AI to create “next play” odds and micro-bets for fans watching live. nVenue’s micro-bet predictions are also featured during MLB broadcasts.
Then last November, Mark Cuban sold a majority ownership stake in the Dallas Mavericks to Miriam Adelson, widow of Las Vegas casino mogul Sheldon Adelson, and her family amid talk of developing a “casino entertainment district” in Dallas with a new arena for the Mavericks.
The news today? The Dallas Cowboys brand will be blaring all over the slot machines at one company’s casinos, and related branding will also be appearing at AT&T Stadium, where the team plays.
The Dallas Cowboys have signed a multi-year partnership agreement with Las Vegas-based Aristocrat Gaming. [Video still: Aristocrat Technologies]
Cowboys Partner with Aristocrat Gaming
Aristocrat Gaming, whose U.S. headquarters are in Las Vegas, announced that it has been named an official partner of the Dallas Cowboys under a multi-year agreement with the Frisco-based NFL franchise.
Chad Estes, executive vice president of business operations for the Dallas Cowboys, said the team is excited to partner with Aristocrat Gaming “to create even more ways to entertain our fans.”
“We are proud to be associated with world-class partners, and Aristocrat Gaming has been a pioneer in the gaming industry for decades,” Estes said in a statement. “We are excited to work with the Aristocrat team on activation and branding opportunities throughout the year and to feature our Cowboys mark on slot machines across the country.”
The Dallas Cowboys have signed a multi-year partnership agreement with Las Vegas-based Aristocrat Gaming. [Video still: Aristocrat Technologies]
As an official partner, Aristocrat Gaming said it will install visible signage throughout AT&T Stadium throughout the year, including in-stadium, concourse and in-game branding. Additional features will include in-game promotions, digital integrations and game-day activations at the stadium.
The company said the partnership highlights its “groundbreaking multi-year slot licensing agreement” with Aristocrat Gaming and the National Football League.
NFL teams, slot machines and casinos are a ‘natural combination’
The NFL-themed games are available in casinos nationwide and have a proven track record, according to Aristocrat Gaming. The ability to select teams in the games allows fans to engage with the Cowboys in a new way, and the partnership will create a variety of ways to connect with AT&T Stadium, according to Aristocrat Gaming.
The Dallas Cowboys have signed a multi-year partnership agreement with Las Vegas-based Aristocrat Gaming. [Video still: Aristocrat Technologies]
“We are proud to be the newest partner of the Dallas Cowboys, a world-leading sports entertainment organization with a storied history that shares Aristocrat Gaming’s heritage,” Hector Fernandez, CEO of Aristocrat Gaming, said in a statement. “Our successful portfolio of NFL slots allows us to bring the excitement of a fan-favorite team like the Dallas Cowboys to casino floors across the country.”
Fernandez added that the company “looks forward to delivering even more innovative experiences to our fans through this partnership.”
The head of WinStar World Casino & Resort said the deal was a natural fit.
“As the official casino of the Dallas Cowboys, WinStar World Casino & Resort is excited to welcome Aristocrat Gaming as the newest member of the Dallas Cowboys family,” Jack Parkinson, president of WinStar World Casino & Resort, said in a statement. “Partnering with the top-performing NFL slots was a natural fit and we look forward to delivering new experiences for our guests with this announcement.”
Aristocrat Gaming is a division of Aristocrat Leisure Ltd., based in Sydney, Australia.
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