The Dallas Cowboys recently announced a sponsorship deal with Aristocrat Gaming, a slot-machine company. Despite the fact that slot machines are not legal in Texas, the company will have promotional materials displayed throughout AT&T Stadium and will run in-game ads on the Jumbotron during Cowboys games. The goal of this partnership is to encourage fans to make the short trip to Oklahoma, where NFL-themed slot machines are available to play.
Mark Wadley, Aristocrat’s chief marketing officer, highlighted the importance of the Cowboys’ proximity to Oklahoma in reaching their target audience. Many fans from Dallas travel to casinos in Oklahoma, such as WinStar, making it a strategic location for the company to connect with potential customers. Aristocrat has also partnered with other NFL teams like the Raiders, Patriots, and Saints as part of their marketing strategy.
According to reports, Texans spend approximately $5 billion annually on gambling in neighboring states and an additional $8 billion on illegal gambling within Texas. Despite these staggering numbers, Texas has yet to legalize gambling, missing out on a significant portion of the revenue that could be generated from casinos and sportsbooks.
This sponsorship deal raises questions about the state’s stance on gambling and whether legalizing it could benefit both the economy and sports teams like the Cowboys. It also sheds light on the gambling habits of Texans and the potential for increased revenue if gambling were to be regulated within the state.
As the debate on gambling legalization continues, the Cowboys’ partnership with Aristocrat Gaming brings attention to an industry that remains a lucrative yet controversial topic in Texas. The influence of sports teams on promoting gambling activities and the impact on fans’ spending habits are important factors to consider in this ongoing discussion.
