As both the Dallas Stars and the Dallas Mavericks lead their respective Conference Finals, the Dallas-Fort Worth market—the fifth-largest in the US—is abuzz with excitement, as fans hope to soon hoist 2 banners inside American Airlines Arena. Let’s take a closer look at the sponsorship landscape in this bustling corner of the Lone Star State. 

The Dallas Cowboys top the properties list with an astonishing 150+ sponsorships, among them are blue-chip brands like Ford, Nike, and Gatorade. Just behind America’s team is the Allen Americans of the ECHL—an affiliate of the Ottawah Senators—with just over 145 sponsorships including a deal with the Credit Union of Texas, a local credit union. Following in 3rd place are the Dallas Stars with over 120 partnerships—including adidas, Bud Light, and Lexus—while the Dallas Mavericks take the 7th spot with 95+ deals.

On the social media front, the Cowboys also lead in branded engagement, boasting more than 17M interactions in the last year, with north of 20M followers. The Mavericks aren’t far behind with over 14M engagements and 13M followers, and also scored the most engaging post in partnership with Chime over the same period, garnering nearly 250K interactions on Instagram. In third are the Dallas Stars with 2.9M engagements and 2.5M followers.

Coca-Cola and Choctaw Casinos & Resorts are the most active brands in the Dallas market with 13 sponsorships each, including high-profile link-ups with the Dallas Mavericks, Dallas Stars, and Texas Rangers. Raising Cane’s and Toyota tie for 2nd place with 12 deals apiece, partnering with Dallas Cowboys standouts Jake Ferguson and Eric Kendricks, respectively. Baylor Scott & White Health follows in 3rd with 11 endorsement deals, joining forces with the Cowboys and the Dallas Marathon, among others.