Wrangler Named the Official Jeans of the Dallas Cowboys
Wrangler is continuing its tradition of dressing Texan cowboys in blue jeans.
The Kontoor Brands-owned heritage brand announced last week that it inked a multi-year deal to be the official jeans of the Dallas Cowboys. The exclusive partnership means Wrangler will have prominent activations at the AT&T Stadium in Fisco, Texas, where the NFL plays home games, and high-profile television, radio and social media placement as well.
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Wrangler plans to support the 2023-2024 Dallas Cowboys season with “celebrations of cowboy culture” through activations at AT&T Stadium and through social content featuring Dallas Cowboys players, cheerleaders and the Flag Team.
Consumers will also be able to score promotions for Wrangler products in Texas-based retail locations on Wednesdays all season long.
“This sponsorship celebrates a deep authentic connection between two time-honored American icons,” said Allen Montgomery, VP and general manager of Wrangler western. “At Wrangler, we have carefully cultivated a 75-year-old legacy in sports and Texas is the heartland of our brand’s western culture. We are really honored to officially work with the Dallas Cowboys, particularly as they embody our western character, brand values and rich Texas-sized grit.”
Wrangler’s sponsorship will also include a free, monthly summer concert series, “Sounds of the Star presented by Wrangler,” at The Star in Frisco, the 91-acre Dallas Cowboys world corporate headquarters, along with popup donations and community activations.
Known as “America’s team” since the early ’80s, the Dallas Cowboys have earned global recognition. A Forbes report last year named the Cowboys the most valuable team in all sports worth $8 billion, noting that it was the first to generate over $1 billion in revenue, thanks in large part to lucrative sponsorship deals.
“The ethos of the Wrangler brand is already inherently embedded in the lifestyle of Cowboys players and fans. It is clear we are simply honoring a shared bond and mutual fandom displayed inside and outside our stadium for years,” said John Hickman, Dallas Cowboys vice president of business development. “It is going to be fun to watch the fans embrace this sponsorship by one of denim’s most iconic brands.”
Wrangler already has a football-loving audience. NFL legends Brett Favre and Drew Brees have starred in campaigns. During Super Bowl LIV in Miami three years ago, Wrangler hosted a series of events to “bring cowboy cool to Miami.”
The brand also has an ongoing partnership with Colosseum Athletics, a leading collegiate manufacturer with over 700 license agreements with U.S. colleges and universities, to produce game-day fashion for more than 30 universities.
