The start of the fall football season in Texas has become more than a sporting spectacle; it is a bustling marketplace where brands, universities and local businesses converge to amplify visibility and drive revenue.
Sponsorships and Merchandise
La Pulga Tequila has teamed up with the TCU Horned Frogs to launch a 2026 Limited Edition Tequila Blanco, packaged alongside a three‑year Horned Frogs collection box set. The collaboration also includes officially licensed "Fear the Frog" bobbleheads, each priced at $40 and limited to a run of 2,026 units, a figure that underscores the exclusivity of the offering.
The Dallas Cowboys, in partnership with grocery giant H‑E‑B, are creating a series of game‑day experiences and in‑store activations that extend beyond the stadium. As part of the deal, the two companies will contribute $500,000 to charities across the DFW area, reinforcing a model that blends commercial promotion with community support.
Lucchese Bootmaker, now in its third year as the official bootmaker for the Cowboys, has unveiled a $3,495 "1960" boot that is part of its Dallas Cowboys collection, highlighting the brand's continued integration into the team's identity and the premium market it serves.
Local Business Growth
Fort Worth‑based Distribution Solutions Group has completed the acquisition of American Fasteners Corp., a move that expands its maintenance, repair and operations footprint into South Florida and Latin America, diversifying its revenue streams beyond Texas.
Hudson House, operated by Dallas‑based Vandelay Companies, is set to open a new location in Southlake on September 14, adding to its presence in the rapidly growing suburban market and offering fresh dining options to the community.
Trademark Property Company has formed a joint venture with Cohen & Steers to acquire Oak Hill Plaza in Austin, a development that bolsters its portfolio in a key commercial corridor and signals continued confidence in the region's real‑estate market.
Bowie House, a 106‑key luxury boutique hotel in Fort Worth that holds two Michelin stars, has secured a $40 million refinancing package from MetLife, underscoring the strong financial backing that supports high‑end hospitality ventures in the area.