Dallas Cowboys the First NFL Team into E-sports?

The NBA and soccer clubs already have their hands in the E-sports business. It would make sense for the NFL to finally make a move!

According to Ad Age, the Cowboys have chosen the Alliance Data-owned marketing agency Epsilon to help determine whether they will buy an e-sports team.

Last week, Epsilon launched a new practice, called Data Design, designed to show which brands are associated with e-sports and which of those could be matched to the Dallas Cowboys' fan base.

Epsilon developed a model for the NFL team to profile the e-sports target audience, grouped them by behaviors, and, using Amazon, matched brands that appealed the most to each group. The Cowboys would be able to use that information to target sponsors while using its own brand as a way to reach large-scale audiences.

If we thought we could buy a team for — gimme a number — $2 million, $3 million, $5 million or whatever, but get $7 million in sponsorship deals over the next couple years, it becomes a no-brainer.
— Matt O'Neil, Cowboys' senior vice president of brand marketing