The Last Word:’s Peter Smith on Partnering with the Dallas Cowboys

“They have more fans than crypto companies have users.” 

Peter Smith
Co-Founder and CEO
…on the Dallas Cowboys, via The Block.

Here's "who said what" in Dallas Innovates Every Day.In a press conference yesterday, Smith and Dallas Cowboys owner and GM Jerry Jones announced that is the team’s official digital asset partner in a multi-year sponsorship deal.

“Long before the NFL gave the green light to work with crypto companies, we’ve been getting to know the Cowboys and the Jones family,” Smith wrote yesterday on his company’s website. “Over the past few months it’s been an honor to get to know Jerry Jones. He’s a luminary in business, a Pro Football Hall of Famer, and is synonymous with American culture. He showed what a wildcatter from rural America could do, taking Texas’ best known professional sports team and transforming it into the most valuable sports brand in the world.”

In the coming years, Smith hopes to reach the 80% of Americans who haven’t explored cryptocurrencies.

“Which means all roads for reaching that 80% lead to football — and the Cowboys,” Smith wrote. “A recent survey conducted by the NFL found that a whopping 54% of Cowboys fans believe that cryptocurrencies are the future of online financial transactions and 41% believe that they’d be willing to transition away from traditional banking and use crypto instead.”

Smith says he’ll start the sponsorship “with stadium and in-game activations, in which fans have a never before-seen-experience using crypto and web3 as part of their gameday experience. We’ll also ensure that education is going to be a primary focus.”

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