Two Texas favorites are teaming up.
H-E-B and theDallas Cowboys are kicking off a multi-year partnership this season, offering fans ticket and merchandise giveaways, in-store and in-game activations, tailgating and pop-up events, and community outreach opportunities.
The San Antonio-based grocer will also roll out commercials featuring several Cowboys star players. H-E-B announced the partnership with a high-energy dance-filled post on X, saying it was a "match made in Texas."
Let’s go! A match made in Texas – H-E-B x @dallascowboys ⭐️❤️🤠 pic.twitter.com/x8Ee1Cg5UR
— H-E-B (@HEB) August 26, 2026
“We are thrilled to bring together two iconic Texas brands and look forward to entertaining and supporting our customers,” said Juan-Carlos Rück, H‑E‑B Executive Vice President North
West Food/Drug Operations and Real Estate.
Dallas Cowboys home games will have H-E-B family-friendly tailgating
As part of the partnership, every Dallas Cowboys home game will have an H-E-B Family Tailgate on the East Plaza of AT&T Stadium, the grocery chain announced in a news release.
The family-friendly experience will include H-E-B products and food sampling stations, a Spirit Salon offering face painting and airbrush tattoos, family games and a shaded lounge with a television.
Fans will also have the chance to receive several H-E-B giveaways based on tailgaters' Cowboys spirit.
Judges will choose the winners for the giveaways, while one grand prize winner will receive a Cowboys jersey, flag, game-day seats, sideline passes and a $500 H-E-B gift card.
H-E-B will offer Dallas merchandise
Throughout the season, H‑E‑B will have Cowboys-themed banners and signs at select stores and merchandise, which includes a limited-edition Cowboys-branded reusable shopping bag.
Shoppers can also wear Cowboys gear in-store for a chance at surprise tickets and merch giveaways throughout the season.
Natassia Paloma may be reached at npaloma@gannett.com, @NatassiaPaloma on X, natassia_paloma on Instagram, and Natassia Paloma on Facebook.
This article originally appeared on USA TODAY: Cowboys, H-E-B partnership brings free tickets, perks for fans
