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Aristocrat Gaming, a designer and producer of slot games, is proud to announce a partnership with the Dallas Cowboys, despite ongoing controversy in Texas over expanding legal gambling.
In a press release, Aristocrat Gaming CEO Hector Fernandez said: “We are 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.
With the success of the NFL Slots portfolio, we have been able to bring the excitement of fan-favorite teams like the Dallas Cowboys to casino floors across the country. We look forward to bringing even more innovative experiences to fans through this partnership.”
Key takeaways
- Aristocrat Gaming (ASX: ALL) signed a multi-year partnership with the Dallas Cowboys.
- The partnership will bring year-round signage, and in-game promotions to AT&T Stadium in Arlington, Texas.
- The Dallas Mavericks and the Alabama-Coushatta Tribe of Texas are planning new casino resorts, reflecting optimism about expanding gaming options in the state.
About the Aristocrat-Cowboys partnership
Aristocrat Gaming’s status as an official partner of the Cowboys grants them marketing access to the stadium, concourse, and gaming areas. All of those areas will have noticeable signage displayed by Aristocrat year-round.
Additionally, on game days, Aristocrat will host special events, digital integrations, and in-game promos. Jack Parkinson, president of WinStar World Casino & Resort said:
“As the Official Casino of the Dallas Cowboys, WinStar World Casino & Resort is ecstatic to have Aristocrat Gaming as the newest member of the Dallas Cowboys family. The top-performing NFL Slots make this partnership a natural fit and we look forward to bringing new experiences to our patrons as a result of this announcement.”
Gambling operators optimistic despite legislative gridlock in Texas
Even though the state is tangled in a contentious debate on gambling between pro-expansion and anti-expansion lawmakers, operators within Texas are seizing the opportunity to position themselves ahead of time, aiming to gain an early foothold in the potential market.
Patrick Dumot, whose family is the majority owner of the Dallas Mavericks, discussed interest in expanding gaming options in Texas through the legalization of gambling. Building on their successful short-term ownership of the team, they plan to develop a destination casino resort linked to a new arena.
According to Dumont, the family views Texas as a “great business community” and believes this initiative will boost state revenue by redirecting funds currently lost to illicit operators. Dumont is the son-in-law of the late Sheldon Adelson.
The Dumont family is also focused on enhancing hospitality services and improving the fan experience. With their casino expansion, they aim to achieve this through a partnership with the Dallas Stars.
“We think it’s a great place to invest, and we’re going to invest more in the future. That means investing in the community. That means investing in the fan experience. That’s something that I like to do a lot.
I really enjoy hospitality. I really enjoy food and beverages. So, we’re going to look at the arena in partnership with the [Dallas] Stars in the city and look to invest more there and enhance the fan experience at AAC and we’re kind of gonna go from there,” Dumont added in a Dallas Business Journal news story.
While the legalization of gambling in Texas appears to be at a standstill, gambling operators seem more optimistic than the legislative body. Hence, the Dallas Mavericks aren’t the only ones eyeing a new casino resort.
In April, the Alabama-Coushatta Tribe of Texas unveiled plans for their own casino resort.
