THOMASVILLE, GA — Nature’s Own, a Flowers Foods brand, announced a multi-year partnership as a Proud Partner of the Dallas Cowboys.

“As America’s leading bread brand, we are honored to forge a partnership with the iconic Dallas Cowboys,” said Tyler Cannada, brand manager for Nature’s Own. “We look forward to collaborating with one of the world’s most esteemed sports franchises to create authentic and unforgettable experiences for fans.”

Nature’s Own will host a VIP tailgate party at AT&T Stadium on Sept. 22, when the Cowboys play the Baltimore Ravens, to kick off the partnership’s first year. The companies launched a sweepstakes to encourage fans to participate, offering one winner and their guest a chance to attend the game for free with complimentary access to the tailgate and parking.

Throughout the season, consumers can swing by participating retailers throughout Texas and Oklahoma to find Nature’s Own and Dallas Cowboys branded displays featuring another upcoming sweepstake for a chance to win Dallas Cowboys season tickets for 2025.

“Our goal is to elevate the game day experience by making Nature’s Own Perfectly Crafted Buns the cornerstone of unforgettable tailgates,” says Krystle Farlow, director of brand management for Nature’s Own. “Through innovative activations and engaging campaigns, we hope to increase brand awareness and solidify Nature’s Own as the ultimate choice for tailgating season.”

Engaging in a corporate sponsorship can be an effective strategy for baking companies looking to increase brand awareness and maintain a loyal consumer base.