EP 67: Dallas Cowboys: America’s Team to global brand

Winning over a new generation of fans without losing the loyal ones who made your brand legendary isn't easy, even for an iconic sports franchise like the Dallas Cowboys. In this episode of Brand Slam, (add)ventures founder and CEO Steve Rosa and co-host Joe Kayata sit down with Jose Garcia, fan growth marketing manager for the Dallas Cowboys, to explore how America's Team is evolving its marketing strategy to connect with the next generation of fans. Garcia’s role focuses on growing the Cowboys' connection with Hispanic, female and younger audiences. Previously with the Texas Rangers, he brings experience in multicultural marketing and collaborations that connect sports with music, fashion and culture. Throughout the conversation, Garcia emphasizes the importance of authenticity when reaching multicultural audiences, sharing why brands must go beyond translation to understand the traditions, values and experiences that create genuine cultural connections. From working with artists like Peso Pluma and Post Malone to expanding the Cowboys' reach internationally, Garcia shares how he helps build relevance beyond the game. The conversation also explores how entertainment can introduce a sports brand to entirely new audiences. Netflix's hit series America's Sweethearts, featuring the Dallas Cowboys Cheerleaders, demonstrates how storytelling can attract fans who may have little interest in football, expanding the Cowboys' cultural reach beyond the field. As sports brands compete for attention across cultures and generations, the Cowboys offer a compelling story of how tradition and innovation can work together to drive growth. Have an idea for a guest? Reach out at [email protected].