LivingSocial has announced an exclusive partnership with the Dallas Cowboys and Cowboys Stadium. LivingSocial will provide members with access to premium experiential and live event inventory. The partnership kicked off earlier this month with special release tickets to the sold out Cowboys Classic college football game featuring the University of Alabama and the University of Michigan at Cowboys Stadium. LivingSocial claims more than 2,300 sports fans have purchased these passes for college football’s opening day.
Neither camp has revealed details of the partnership, but the Cowboys have a full slate of inventory to market though LivingSocial. Alex Michael, General Manager for LivingSocial’s Live Events said "Through this first-of-its-kind partnership, LivingSocial will offer its members a way to interact with the Cowboys organization and at the stadium in exciting, never-before offered ways."
In essence, the Cowboys will create and monetize numerous monetized events beyond the games themselves. The offers will include VIP access at Cowboys training camp, a Dallas Cowboys Cheerleaders tryout experience, draft day with "war room" access, and a chance to be in the official team picture among other offers. Members will also have opportunities to partake in Cowboys rallies, tours, and clinics, as well as have premier access to live events at Cowboys Stadium, such as college football games and concerts.
The Cowboys relationship is yet another addition to LivingSocial's Live Events portfolio. Earlier this year LivingSocial announced a partnership with AEG, the global sports and entertainment presenters; a marketing partnership with MSG Sports to promote Live Events in New York; and an arrangement with the Shubert Organization, which owns and operates Telecharge and 21 theatres in New York, Boston, Philadelphia and Washington, DC, to offer access to theatrical performances.
Cowboys fans on LivingSocial will be first in line for deals blasted through iPhone and android apps.