Cinemark Partners with Dallas Cowboys to Expand Entertainment Reach — Cinemark Holdings, Inc.

Event summary

Cinemark Holdings, Inc. announced a partnership with the Dallas Cowboys on September 16, 2026, marking the first-of-its-kind deal for the movie theater chain.
The partnership includes Cinemark branding placements within AT&T Stadium, game broadcasts, and out-of-home locations, as well as fan-focused activations at select theaters.
Cinemark operates nearly 500 theaters and more than 5,500 screens across 42 U.S. states and 13 South and Central American countries.
The deal aims to extend the excitement of game day into the cinematic environment through themed food and beverage offerings, collectible cups, and exclusive promotions.

The big picture

Cinemark's partnership with the Dallas Cowboys represents a strategic move to blend out-of-home entertainment with sports fandom, tapping into the shared cultural significance of both brands. This deal aligns with broader industry trends of cross-sector collaborations aimed at enhancing customer engagement and driving ancillary revenue streams. The scale of Cinemark's operations, with over 5,500 screens, positions it to leverage this partnership for significant market reach.

What we're watching

Brand Synergy: How the partnership will affect Cinemark's brand visibility and fan engagement metrics.
Revenue Impact: Whether the deal can drive incremental revenue through themed offerings and promotions.
Strategic Expansion: The pace at which Cinemark can replicate this model with other sports teams or entertainment properties.