Dallas Cowboys Sign First-Ever NFL Casino Deal

Dallas Cowboys Sign First-Ever NFL Casino Deal

On Thursday, Cowboys owner Jerry Jones announced the deal between the team and the WinStar World Casino and Resort in Thackerville, Oklahoma.

"It is a privilege to stand shoulder to shoulder as partners with such a prominent entertainment brand like WinStar World Casino,” stated Jones.

The WinStar is located 85 miles north of AT&T Stadium in Arlington, Texas and is owned by the Chickasaw Nation. The venue is a Class III tribal gaming facility, meaning it offers all types of traditional casino games.

Under the partnership, WinStar will now be able to use Dallas Cowboys logos and trademarks in their marketing materials.

“While this partnership is a great business deal that is only one of the reasons we are excited to be involved with the Dallas Cowboys and the Jones family,” stated Chickasaw Nation Governor Bill Anoatubby. “Jerry Jones is committed to enhancing the quality of life of Arlington youth and others in the community, which aligns closely with our mission to enhance the overall quality of life of the Chickasaw people.”

Post-PASPA NFL Gambling Policy

The deal comes a few months after the Supreme Court ruling in Murphy vs. NCAA overturned the Professional and Amateur Sports Protection Act of 1992 (PASPA). The removal of the federal law granted each state the power to determine if and how to regulate sports gambling.

With the Court decision rendered in May, the NFL changed its rules on gambling at the end of August. The new policy permits teams to work with both fantasy sports and casino operators. Here are some of the new mandates of the relaxed NFL gambling policy:

  • Teams may cross promote brand logos with operators
  • Franchises can receive and broadcast advertising during preseason and regular game matchups
  • Owners may sell naming rights to their stadiums to partners

The sponsorship deal represents just a small piece of the projected revenue that the legalization of sports betting is expected to bring in. The American Gaming Association (AGA) estimates that the NFL could bring in more than $2.3 billion in additional revenue from sports betting and deals like the one between the Cowboys and WinStar.

Oklahoma has not yet started to regulate sports betting, though HB 3375 does approve amendments to be made to tribal compacts in order to permit sports pools. This means that sports wagering could come to Oklahoma by 2019.

The First, But Certainly Not The Last

USA online sportsbooks knows though the Dallas Cowboys are the first NFL franchise to have a casino sponsor, it technically is not the first time that the league has crossed into gambling territory.

In 2009, the NFL started to allow teams to make agreements with state lotteries. The Detroit Lions also partnered with MGM Grand Detroit in 2015 to launch the Tunnel Club at Ford Field.

Still, the Cowboys-WinStar deal represents the first partnership between a casino operator and a team in a league that has been notoriously opposed to gambling.

The Cowboys are ahead of the curve with the partnership, with the team valued at over $4 billion last season – higher than any other franchise in 2017. With sports gambling now legal, it is inevitable for more leagues and franchises to begin entering into similar deals for the new revenue opportunities.