H-E-B has become the exclusive grocery and pharmacy partner of the Dallas Cowboys, a multi-year deal beginning this season. The San Antonio-based chain still does not have a traditional store in the city of Dallas.
That gap is the more interesting half of the announcement. H-E-B has spent several years building out North Texas, with stores open in Plano, McKinney, Allen, Melissa, Prosper, Mansfield, Rockwall, two in Frisco and one in the Alliance area of Fort Worth. Dallas proper has none.
What the company has in the city is land. H-E-B purchased a site at Hillcrest Road and LBJ Freeway that has been under consideration for a first Dallas store, and it operates two Joe V's Smart Shop locations in the city, a separate lower-price format the company runs under its own ownership.
What the deal includes
The partnership covers 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.
At home games the chain becomes presenting sponsor of the H-E-B Family Tailgate outside AT&T Stadium, with product and food sample stations, face painting, airbrush tattoos and a lounge with a television, games and a photo booth.
