H-E-B Becomes Official Grocery Partner of the Dallas Cowboys
H-E-B has been named the exclusive grocery partner of the Dallas Cowboys, a collaboration that begins this season in the Dallas-Fort Worth area.
Dallas Fort Worth, TX, August 25, 2026 —
H-E-B has officially entered into a partnership with the Dallas Cowboys, establishing itself as the exclusive grocery partner for the NFL team. This collaboration is set to commence with the current football season and will initially focus on the Dallas-Fort Worth metropolitan area.
The agreement signifies a significant collaboration between a major Texas-based grocery chain and one of the most recognized sports franchises in the United States. The partnership will integrate H-E-B’s brand and offerings into various aspects of the Cowboys’ fan experience and marketing efforts within the specified region.
Details regarding the specific activations or promotions stemming from this partnership were not immediately available. However, the designation as the exclusive grocery partner suggests H-E-B will be prominently featured in associated events and communications throughout the season.
H-E-B, a long-standing retailer in Texas, continues to expand its presence and engagement with communities across the state. The collaboration with the Dallas Cowboys is expected to enhance brand visibility and connect with a broad audience of sports enthusiasts and shoppers in the Dallas-Fort Worth area.
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