“This sponsorship celebrates a deep authentic connection between two time-honoured American icons,” said Allen Montgomery, vice president 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 honoured to officially work with the Dallas Cowboys, particularly as they embody our western character, brand values and rich Texas-sized grit.”
Plans to support the 2023-2024 Dallas Cowboys season include celebrations of cowboy culture through activations at AT&T Stadium, through social content featuring Dallas Cowboys players, cheerleaders and the Flag Team; as well as in-store promotions on Wrangler products in Texas-based retail locations on Wednesdays all season long, the company said in a press release.
“The ethos of the Wrangler brand is already inherently embedded in the lifestyle of Cowboys’ players and fans. It is clear we are simply honouring a shared bond and mutual fandom displayed inside and outside our stadium for years,” said John Hickman, vice president of business development for the Dallas Cowboys. “It is going to be fun to watch the fans embrace this sponsorship by one of denim’s most iconic brands.”
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