The Cowboys' New Grocery Partner Already Has Two Stores in Frisco

The Dallas Cowboys have a new official grocer, and it is one Frisco shoppers already know.

H-E-B has become the exclusive grocery and pharmacy partner of the Cowboys in a multi-year deal that starts this season. The team's headquarters and practice facility, The Star, is in Frisco, and H-E-B operates two stores in the city, making this a partnership between two organizations that are already neighbours.

What the agreement covers

The deal 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.

On home game days the chain becomes presenting sponsor of the H-E-B Family Tailgate outside AT&T Stadium in Arlington, with food and product sample stations, face painting, airbrush tattoos, and a lounge with a television, family games and a photo booth.

The local footprint

Frisco was among the earlier North Texas cities to get an H-E-B, and the second store made it one of the few in the region with more than one. The chain has also opened in Plano, McKinney, Allen, Melissa, Prosper, Mansfield, Rockwall and the Alliance area of Fort Worth.

The city of Dallas itself does not yet have a traditional H-E-B, though the company has bought land at Hillcrest Road and LBJ Freeway and runs two Joe V's Smart Shop stores there.

H-E-B's expansion has put pressure on grocers already established across North Texas, including Kroger, Tom Thumb and Walmart. It has grown here by building stores rather than by buying a competitor.

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