Main Event Entertainment has tied up with NFL franchise the Dallas Cowboys in a new partnership that marks the first sports sponsorship for the family entertainment brand, as well as the first-ever in the category for the American football team.
The multi-year agreement will offer Main Event an array of marketing rights, benefits and designations that will connect the brand with the Cowboys and its events, properties and players.
A key component of the partnership will be the co-development of Cowboys-themed birthday party packages that will include branded party favours, gear and messages from players, cheerleaders and team mascot, Rowdy. Main Event will also integrate into public appearances by Rowdy, including at schools, supporting anti-bullying messages, as well as providing opportunities to come into a centre. In addition, the brand will insert the Cowboys into its marketing, promotions and calendar activities in markets throughout the region.
“We are thrilled to welcome one of the premier entertainment brands in the country as a proud partner,” said Charlotte Jones Anderson, executive vice president and chief brand officer at the Dallas Cowboys. “Main Event is recognised as one of the best places to enjoy any special event and we look forward to together bringing more fun to families in the Dallas Metroplex and beyond.”
"The opportunity to align in an official capacity with the Dallas Cowboys is a tremendous opening for our brand,” said Sarah Beddoe, chief brand officer at Main Event Entertainment. "We are so thrilled to be the first, and only, partner in our category in the history of Dallas Cowboys.”
To kick off the partnership, Main Event will celebrate by hosting an exclusive 60th birthday party in honour of the Dallas Cowboys on January 28 at its locations in, Lubbock, Pharr and Plano, Texas, Albuquerque, New Mexico, and Oklahoma City and Tulsa, Oklahoma.
Main Event currently has 43 locations in 18 states in the US, with new venues opening over the next month in Grand Prairie and Laredo in Texas. The company anticipates surpassing 70 centres by the end of 2024.
