Aristocrat Gaming pens multi-year partnership with Dallas Cowboys

Aristocrat Gaming has signed a multi-year agreement to serve as an official partner of the NFL's Dallas Cowboys.

The partnership gives Aristocrat year-round prominent signage throughout the AT&T Stadium in Arlington, Texas, home of the Cowboys.

The gaming supplier will also benefit from in-game promotions, digital interactions, and game-day activations at the AT&T Stadium.

The new team partnership adds an extra layer to the ongoing partnership between Aristocrat and the National Football League (NFL), which has seen the release of NFL-themed games in casinos across the United States.

"We are proud to be the newest partner of the Dallas Cowboys, one of the world's premier sports and entertainment organisations with a proud championed history, much like Aristocrat Gaming," said Hector Fernandez, CEO of 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."

Dallas Cowboys EVP Chad Estis added: “The Cowboys are excited to partner with Aristocrat Gaming to bring even more ways to entertain our fans. We pride ourselves on aligning with world-class partners, and Aristocrat Gaming has been a trailblazer in the gaming industry for decades.

"We are thrilled to work with the Aristocrat team on activation and branding opportunities throughout the year and to have our Cowboys marks featured on their slot machines nationwide."

Jack Parkinson, president of WinStar World Casino & Resort, remarked: “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."

Shares in Aristocrat Gaming parent Aristocrat Leisure Ltd. (ASX:ALL) gained 0.41 per cent to close at AUD$49.07 per share in Sydney Friday.