The New Brand Extension: The Dallas Cowboys' City

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By: Emory Brown

Stadiums have been around since the times of the Greeks and the Romans — grand places where warriors and sports were watched by thousands of screaming fans; places where entertainment came to live and commerce flowed into the vaults of the owners. Today, stadiums still rake in big bucks, but football franchise owners like Jerry Jones of the Dallas Cowboys are taking their brands to new levels — new cities built for their football teams and its fans.

"Cowboy City" sounds like a movie title, but it’s real. Jerry Jones is building a city for his boys to train in and for people in the surrounding Dallas community to come watch sports in and build businesses. Most football brands live in the realm of video games, advertising, and merchandising, but Jerry Jones is here to change all of that.

The city is currently under construction and is a city within the city of Frisco, Texas. Officially, it will be called the "Frisco Star." It will consist of a 12,000 sq. foot multi-use center. It will have two practice fields: one grass and the other turf. Hotels and businesses will also be part of the package, with the best in technology integrated into the whole mix.

The greatest thing about it is that it will not only benefit the Cowboys franchise. It will directly impact the high school system in Frisco. All the surrounding high schools’ home games will be played at the Frisco Star. Kids will have access to some of the best sports technology and mentoring in the world. Can you imagine how many kids will freak when they are coming home from practice and run into Darren McFadden? High school players will be practicing after practice.

Aside from the football offerings, the Cowboys and their partners are building a world-class medical center and sports science institute that will help tackle some of the major issues facing medicine and sports medicine today, with brain research being a focal point because of major industry concerns relating to head injuries and concussions.

As marketers, we’re always looking for ways to extend the brand. This is one of the best brand extensions I’ve seen in a long time. Build the brand and they will come. Now you can build a branded city and consumers will truly experience the brand proposition every day.

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About the Author

Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.

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