H-E-B Becomes the Cowboys' Official Grocer as Its North Texas Push Continues

H-E-B is now the exclusive grocery and pharmacy partner of the Dallas Cowboys, a multi-year agreement that begins this season.

For Plano, the deal is a marker of how quickly the San Antonio chain has gone from newcomer to fixture. Plano was among the first North Texas cities to get an H-E-B, at a point when the company's presence here was still an open question rather than a given.

What the partnership involves

The agreement covers ticket and merchandise giveaways, in-store and in-game promotions, tailgating and pop-up events, and community outreach. Commercials will feature Cowboys players including quarterback Dak Prescott and kicker Brandon Aubrey.

At home games, H-E-B becomes presenting sponsor of the H-E-B Family Tailgate outside AT&T Stadium, which includes product and food sample stations, face painting, airbrush tattoos, and a lounge with a television, games and a photo booth.

Where the chain now stands locally

H-E-B has stores open in Plano, McKinney, Allen, Melissa, Prosper, Mansfield, Rockwall, two in Frisco and one in the Alliance area of Fort Worth. The city of Dallas still has no traditional H-E-B, although the company owns land at Hillcrest Road and LBJ Freeway and runs two Joe V's Smart Shop stores there.

That expansion has squeezed grocers that had the market largely to themselves, including Kroger, Tom Thumb and Walmart. H-E-B has done it by opening stores one at a time rather than buying an existing chain, which is slower but leaves it in full control of each location.

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