Michaels in promotional partnership with Dallas Cowboys
The Michaels Companies has signed a three-year deal to serve as a one-stop game day shop for "America’s Team."
As part of its national partnership with the NFL pro football franchise, the specialty arts and crafts retailer (which is headquartered in the Dallas-Fort Worth metroplex) is selling supplies for customers to create Cowboys-themed party items, treats, crafts and home décor products, as well as custom framing services for jerseys.
"Football fans have always been inherently creative in how they express their team spirit, and we’re thrilled to join forces with our home team in Dallas to help fuel the joy of that creativity for Cowboys Nation." said Mandy Rassi, senior VP and chief marketing officer at Michaels. "The Dallas Cowboys truly value the passion and creativity of their fans, and we’re excited to support them by offering everything they need to elevate their game day experience—this season and beyond."
Special offerings of the partnership include:
- "Fan Art Friday": Starting Friday, Aug. 30, customers can submit photos online of their Dallas Cowboys fan art for the chance to be featured on the Dallas Cowboys official social media channels throughout the season.
- MakerPlace x Market at the Star: On Saturday, Sept. 28, local sellers from MakerPlace by Michaels, the retailer’s new online marketplace for handmade goods, will participate in the Cowboys’ bi-annual flea market event at The Star in Frisco, Tex.
- Game day activations: On Sunday, Oct. 13 and Nov. 10, fans attending the Cowboys games at AT&T Stadium in Dallas can visit the Michaels booth at the stadium plaza to receive free Cowboys-themed crafts, create a personalized game day memento and contribute to a giant fan mural.
- Special promos for Dallas-Fort Worth locals: Michaels is offering Dallas-Fort Worth locals an exclusive 10% discount on in-store purchases when they wear Cowboys merchandise at checkout in participating North Texas locations. This offer is valid during the three days leading up to each 2024-2025 regular season.
[READ MORE: Michaels launches birthday parties, enhanced in-store events]
"Michaels offers our fans easy and fun ways to take their creativity to a higher level," said Charlotte Jones, chief brand officer and co-owner of the Dallas Cowboys. "We love the unique ways they express their support of the team and we’re looking forward to seeing how this partnership can further inspire them."
Based in Irving, Tex., The Michaels Companies Inc. operates more than 1,300 stores in 49 states and Canada, and online at Michaels.com and Michaels.ca. The Michaels Companies also owns Artistree, a manufacturer of custom and specialty framing merchandise.
