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Cowboys Hire Agency To Evaluate Prospect Of Purchasing An E-Sports Team

The Cowboys have Epsilon, Texas, to "help the team determine whether entering the competitive gaming space makes sense," according to George Slefo of AD AGE. The marketing service shop "debuted a new practice within its agency group Friday, dubbed Data Design, that hopes to show clients which brands are associated with e-sports and of those, which brands match with the ones the Cowboys' fanbase identifies with." Epsilon Chief Digital Officer Tom Edwards: "We tell brands where the potential white spaces are so they can break through a heavily saturated marketplace." Slefo noted the Cowboys have "quietly spent more than a year mulling over whether it should buy an established e-sports team." Cowboys Senior VP/Brand Marketing Matt O'Neil: "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. Whether or not e-sports thrives long term, if we felt we could make that money today, then let's go." The Cowboys "would be the first NFL team" to buy an e-sports team. O'Neil: "The Cowboys haven't plunked yet in e-sports. We're still in the research mode. But we really like the space" (ADAGE.com, 1/20). Mavericks Owner Mark Cuban last year "expressed interest in 'League of Legends'" (DALLAS MORNING NEWS, 1/22).

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