Dallas Cowboys Sign Ad Deal With Aristocrat Gaming

The multi-year partnership grants Aristocrat advertising rights at AT&T Stadium, while the Dallas Cowboys will be prominently featured on the casino game manufacturer's NFL-themed slot machines across the U.S.

Ziv Chen - News Editor at Covers.com
Ziv Chen • News Editor
Jun 19, 2024 • 15:09 ET • 4 min read
Two Dallas Cowboys players shaking hands
Photo By - USA TODAY Sports

America's Team has a new commercial partner for the upcoming NFL season.

The NFL’s Dallas Cowboys have agreed to a multi-year partnership with Aristocrat Gaming. The partnership grants the casino games manufacturer advertising rights in the Cowboys’ AT&T Stadium, including signage, in-game advertising, and branding on the concourse and in various other stadium locations.

The agreement also includes digital advertisements on the jumbotron during games.

“We pride ourselves on aligning with world-class partners, and Aristocrat Gaming has been a trailblazer in the gaming industry for decades," Chad Estis, executive vice president of business operations for the Dallas Cowboys, said in a statement. "We’re thrilled to work with the Aristocrat team on activation and branding opportunities throughout the year and to have our Cowboys marks featured on their slot machines nationwide.”

As part of the agreement, the Cowboys will feature prominently on Aristocrat Gaming's NFL-themed slots across the U.S. Aristocrat already has partnerships with the Las Vegas Raiders, New England Patriots, and the New Orleans Saints.

“We’re proud to be the newest partner of the Dallas Cowboys, one of the world’s premier sports and entertainment organizations with a proud championed history, much like Aristocrat Gaming," Aristocrat Gaming CEO Hector Fernandez said. "With the success of the NFL Slots portfolio, we’ve been able to bring the excitement of fan favorite teams like the Dallas Cowboys to casino floors across the country.”

However, the deal will not see Aristocrat Gaming installing slot machines inside AT&T Stadium anytime soon, as proposals for legalized gambling in Texas continue to face resistance.

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Ziv Chen
News Editor

Ziv has been deep in the iGaming trenches for over 20 years, long before most people could spell "geolocation compliance." With a background in marketing and business development at some of the biggest names in gambling tech, Ziv knows the industry from the inside out. Since joining Covers, he's turned his sharp eye (and sharper keyboard) toward everything happening in the fast-moving world of online gambling. Whether it's new state launches, the latest twists in regulation, or what the big operators and game providers are cooking up next, Ziv breaks it all down with clarity, context, and just the right amount of snark. He covers the business side of betting, from affiliate trends and revenue reports to the tech powering your favorite slots. His motto in writing is “let’s make it make sense without putting you to sleep.”

When he’s not tracking gambling legislation or looking for the next breaking story, Ziv is living and dying with every pitch and play from his beloved Pittsburgh Steelers, Pirates, and Penguins. As a Pitt graduate, it’s a city loyalty forged in heartbreak, but one he wouldn’t trade for anything, except maybe a few more playoff wins.

When away from the keyboard, Ziv loves to hit the road and soak up the energy of casinos. Whether strolling the neon jungle called the Vegas Strip, or wandering into a smoky riverboat casino in the Midwest, Ziv’s in his element. He’s the guy chatting with players, blackjack dealers, and asking pit bosses way too many questions, all in the name of “research,” of course. The casino floor isn’t just his workplace, it’s a weird and wonderful ecosystem of flashing lights, wild characters, and pure sensory overload, and he wouldn’t have it any other way.

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