Announced on June 18, 2024, the partnership designates Aristocrat Gaming as an Official Partner of the Dallas Cowboys. This collaboration is set to bring prominent Aristocrat signage to AT&T Stadium, including in-game branding, concourse displays, and digital integrations. Game-day activations will also play a crucial role in engaging fans both inside the stadium and across casino floors nationwide.
“We are proud to be the newest partner of the Dallas Cowboys, one of the world’s premier sports and entertainment organizations with a proud championed history, much like Aristocrat Gaming,” said Hector Fernandez, CEO of Aristocrat Gaming.
A Bold New Player Enters the Texas Sports Arena
The move underscores Aristocrat Gaming’s commitment to leveraging its successful NFL-themed slot games. These games, featuring team-selectable options, allow fans to engage with their favorite NFL teams, including the Cowboys, in a new and interactive way. Fernandez elaborated, “With the success of the NFL Slots portfolio, we have been able to bring the excitement of fan-favorite teams like the Dallas Cowboys to casino floors across the country. We look forward to bringing even more innovative experiences to fans through this partnership.”
Chad Estis, Executive Vice President of Business Operations for the Dallas Cowboys, echoed this enthusiasm:
“The Cowboys are excited to partner with Aristocrat Gaming to bring even more ways to entertain our fans. We pride ourselves on aligning with world-class partners, and Aristocrat Gaming has been a trailblazer in the gaming industry for decades. 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.”
Jack Parkinson, President of WinStar World Casino & Resort, also lauded the collaboration:
“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. 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.”
What This Means for Texas’s Push to Legalize Sports Betting
While this partnership focuses on enhancing fan engagement and entertainment, it also aligns with the broader efforts to legalize sports betting in Texas. The push for legalization has been met with significant political challenges, notably from Lieutenant Governor Dan Patrick, who has been a staunch opponent of any gambling expansion in the state. Despite these hurdles, the momentum has been building, with key sports figures and organizations advocating for change.
Dallas Stars president Brad Alberts reflected on the current state of Texas sports betting legalization: “I think it’s in the same spot it was. The same challenges exist, which is a resistant Senate, led by the Lieutenant Governor (Dan Patrick). And I don’t think that that has changed. Obviously, those same personalities are still in office. I think the momentum of last session, getting it through the House is positive. But you still have to get it through the Senate.”
Efforts to pass a sports betting bill made significant progress in the 2023 legislative session, advancing further than ever before but ultimately being halted by Patrick’s opposition. The involvement of high-profile figures like Mark Cuban and Tilman Fertitta underscores the widespread support for legalization within the Texas sports community. Cuban’s strategic sale of a majority stake in the Dallas Mavericks to Miriam Adelson and the Las Vegas Sands Corporation highlights his commitment to promoting Texas online gambling initiatives.
