Riviera Nayarit, Mexico – The Dallas Cowboys have solidified their status as a global sports powerhouse by forming a strategic alliance with the Mexican state of Nayarit. This three-year agreement focuses on showcasing Nayarit’s breathtaking beauty and rich culture to Cowboys fans around the world.
This alliance strengthens the Cowboys’ presence in Mexico, which has grown into the NFL’s largest market outside the US. A September 2023 report by Forbes showed the Cowboys with a fan base of at least 15.2 million in Mexico. Among NFL fans from Mexico living in the United States, 54% support Dallas, according to the report.
“We are incredibly proud to expand our reach into Mexico and partner with Nayarit,” said Tom Walker, the Cowboys’ CFO. “Our fans in Mexico are incredibly passionate, and we are committed to providing them with unforgettable experiences,” he added.
The collaboration will help the Cowboys engage even more with their Mexican fan base while boosting Nayarit’s profile as a top tourist destination. Nayarit’s Minister of Tourism, Juan Enrique Suárez del Real Tostado, explained that the Cowboys’ international popularity made them the ideal partner to promote the Riviera Nayarit.
“Dallas is vital to our market strategy. The Cowboys have a vast global fan base, and this partnership will help us grow our tourism sector,” Suárez said. He highlighted Nayarit’s coastal beauty, which attracts 8 million tourists annually, and shared that 15 new resorts are currently under construction.
The Riviera Nayarit is a premier destination on Mexico’s western coast, boasting 850 hotels, 31,000 rooms, and generating $3 billion annually. It’s just a 40-minute drive from Puerto Vallarta International Airport, and direct flights are available from Dallas-Fort Worth via American Airlines. Southwest Airlines also offers flights to Puerto Vallarta from Love Field, and a new international airport is expected to open in Nayarit next year.
The partnership between the Cowboys and Nayarit will not only benefit the state’s tourism sector but also strengthen the cultural ties between the two regions. Through joint promotional efforts, including advertising at AT&T Stadium and team appearances in Nayarit featuring their cheerleading squad, the Cowboys will help to raise awareness of the destination’s unique appeal.
As Nayarit continues to invest in infrastructure and safety measures, it is poised to become one of Mexico’s premier tourist destinations. The alliance with the Dallas Cowboys is a significant step towards achieving this goal and solidifying Nayarit’s reputation as a world-class travel destination.