Ad Age: Cowboys Consider Entering E-sports Arena

In e-sports, teams of teens and young adults play video games for cash before live crowds.

e-sports

The Dallas Cowboys had a remarkable season just end, and now there are reports the Frisco-based team is considering a new sports stage on which it can compete.

According to a report in Ad Age, the Cowboys are considering entering the e-sports arena in which teams of teens and young adults play video games competitively for cash prizes in front of live crowds.

“When it comes to something like e-sports, it makes so much sense for us because we’re such a sales driven organization,” Matt O’Neil, senior vice president of brand marketing for the Dallas Cowboys, told Ad Age. “If we thought we could buy a team for — gimme a number — $2 million, $3 million, $5 million or whatever, but get $7 million in sponsorship deals over the next couple years it becomes a no-brainer.”

“When it comes to something like e-sports, it makes so much sense for us because we’re such a sales driven organization.”
Matt O’Neil

O’Neil added: “Whether or not e-sports thrives long term, if we felt we could make that money today, then let’s go.”

Teams officials must be serious. They’ve spent more than a year evaluating and deliberating, according to the Dallas Business Journal.

Ad Age reported that the team has enlisted the services of Irving-based marketing firm Epsilon to help it determine whether jumping into e-sports makes sense. Epsilon will assist the Cowboys in figuring out which brands are associated with e-sports, and which of those most-closely match the Cowboys’ fan base.


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