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H‑E‑B Named Dallas Cowboys’ Exclusive Grocer and Pharmacy

The multiyear deal delivers stadium activations, player-fronted advertising, targeted charity gifts to boost H‑E‑B’s North Texas growth.

One commercial will feature an on-field performance from the Dallas Cowboys Cheerleaders and the H-E-B dance crew.
The partnership between the Dallas Cowboys and H-E-B will include commercials featuring star players, including quarterback Dak Prescott.
H-E-B and the Dallas Cowboys announced a partnership on Tuesday, Aug. 25, 2026.
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Overview

  • A multiyear exclusive partnership between H‑E‑B and the Dallas Cowboys was announced Wednesday and takes effect this NFL season, making H‑E‑B the team’s official grocer and pharmacy.
  • H‑E‑B will sponsor the family tailgate on AT&T Stadium’s East Plaza and run in-game activations, a ‘Tailgater of the Game’ contest with tickets and $500 gift-card prizes, plus pop-up events at games.
  • The retailer plans Cowboys-themed in-store displays and surprise giveaways, and will roll out commercials and billboards featuring players such as Dak Prescott, Brandon Aubrey, Caleb Downs, and DeMarvion Overshown.
  • H‑E‑B committed $500,000 in donations to ten North Texas nonprofits and pledged $1,000 to the Salvation Army for every Cowboys regular-season sack, up to $50,000, as part of the community program.
  • The partnership complements H‑E‑B’s ongoing North Texas expansion, including a planned 60,000-square-foot Central Market in Uptown Dallas, and is designed to raise brand visibility and drive local store traffic.