Dallas Cowboys Game Time launched by Cowboys and GameSquare

Dallas Cowboys Game Time
Image credit: Dallas Cowboys, Lenovo

NFL franchise Dallas Cowboys has announced the launch of ‘Dallas Cowboys Game Time‘, a gaming competition platform and community.

Powered by Lenovo, Dallas Cowboys Game Time will feature always-on gaming programming, offering Cowboys fans and gamers in the US an opportunity to ‘connect, compete, and earn exclusive prizes,’ according to a release. The NFL franchise hopes the initiative will provide it with an ‘innovative way to grow multigenerational fandom.’

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The programme will commence on May 20th with a Fortnite tournament, the winner of which will receive an all-expenses-paid trip for two to Las Vegas for the 2023 Super Bowl. 

As the first partner of Dallas Cowboys Game Time, Lenovo will provide Lenovo Legion gaming PCs for competitions. Lenovo is also the official hardware partner of the Cowboys.

Lenovo and the Cowboys will collaborate on community initiatives in the Dallas-Ft. Worth area, and are developing a programme to support small businesses in the community. Last year, Lenovo signed a multi-year partnership with Complexity Gaming, the Texas-based esports organisation owned by GameSquare. Complexity was acquired by GameSquare in 2021 for $27m (~£21.72m).

Dallas Cowboys owner Jerry Jones is a co-owner of Complexity, which was founded in 2003 by Jason Lake — who in 2018 was inducted into the Esports Insider Hall of Fame.

“The Dallas Cowboys have always been a forward-facing franchise with a commitment to develop new ways to reward fans through engaging experiences,” commented Stephen Jones, Chief Operating Officer and Executive President of the Dallas Cowboys. “Dallas Cowboys Game Time not only connects Cowboys fans through gaming, but also brings them closer to the team than ever before in a fun, new way.”

Billy Studholme
Billy is Esports Insider's freelance Assistant Editor. He mostly reports on the business and economic landscape of esports. He has written for the Washington Post, Digiday, Dexerto, Esports.net and other outlets both endemic and non-endemic to the esports industry.