Dallas Stars
T2NHLPro team
ModeloTexas - Dallas · South & SouthwestRFP scope BU
Contract
Advertising and Promotional Agreement · American Airlines Center, Dallas Mavericks, Dallas Stars
Sponsor: Crown Imports LLC d/b/a Constellation Brands Beer Division
Jul 1 '24 2024Agreement Year runs July 1 to June 30 · 58% of term elapsedJun 30 '28 2028
Agreement · Jan 27 '25 2025 · on file
• One contract, three rights holders. Mavericks and Stars are separate SBU properties in the CBI list; AAC is the shared venue.
• Rights fees and playoff round pricing are in the contract and intentionally excluded here.
American Airlines Center
Center Operating Company, L.P. · Schedule 2.1
Arena: fixed signage, bar, kiosks, concourse media, third-party concerts
Official Partner of American Airlines CenterAAC-E01
Fixed service bar: Valor Burger & BarAAC-E02
Branded rotundaAAC-E03
1 rotunda
Branded concourse kiosksAAC-E04
3 kiosks
In-arena TV network L-BarsAAC-E05
:15 General L-Bar + :30 Premium L-Bar
Digital concourse signs (Plaza level)AAC-E06
Up to 10% share of voice
Exterior vent stacksAAC-E07
2 four-sided, backlit
Digital menu boardsAAC-E08
1 rotating :15 position
AAC website banner adsAAC-E09
250x250 + 728x90, rotating
On-site activation at the barAAC-E10
Platinum level seats for third-party concertsAAC-E11
6 seats + 3 Lexus parking passes per included event
Dallas Mavericks
Dallas Basketball Limited · Schedule 2.2
Mavericks marks, radio, social, promotions, team hospitality
Official Import Beer of the Dallas MavericksMAVS-E01
Radio: two :30 spots per broadcastMAVS-E02
2 x :30 in every local regular-season broadcast
Radio feature: Modelo Especial Sports DeskMAVS-E03
1 feature per broadcast
Team-led social postsMAVS-E04
3 posts
Influencer network postsMAVS-E05
Minimum 3 posts
In-arena promotion every home gameMAVS-E06
1 per regular-season home game
In-market promotionMAVS-E07
1 per season
Consumer watch partiesMAVS-E08
6 per season
Mavericks Bar Network presented by ModeloMAVS-E09
Up to 10 bar locations
Somos Mavs (Hispanic Heritage Month)MAVS-E10
Dia de Los Muertos Game NightMAVS-E11
Additional Hispanic collaborationMAVS-E12
1 per season
Season tickets with Platinum AccessMAVS-E13
4 seats + 1 parking pass, all regular-season home games
Ticket bankMAVS-E14
100 upper-level tickets
Admiral Level suite nightsMAVS-E15
3 games, 18-person suite
VIP experiencesMAVS-E16
4 per season
Executive, Legend or player appearanceMAVS-E17
1 one-hour appearance
Player autographed itemsMAVS-E18
10 items with certificates
Playoff package (optional purchase)MAVS-E19
Open Dallas Mavericks workspace →
Dallas Stars
DSE Hockey Club, L.P. · Schedule 2.3
Stars marks, sweepstakes, virtual signage, watch parties, team hospitality
Official Partner of the Dallas StarsSTARS-E01
Stars social media promotionSTARS-E02
1 feature per season
Online sweepstakes (one-month campaign)STARS-E03
1 campaign per season
Virtual signage behind the goalSTARS-E04
3 minutes per locally broadcast regular-season game
Stars in-market promotionSTARS-E05
1 per season
Watch Party Network (bar nights)STARS-E06
8 locations / watch parties
Gameday activationsSTARS-E07
5 home games
Luxury suite nightsSTARS-E08
3 nights · 18 tickets + 5 parking each, F&B credit
Gold Prime season tickets + parkingSTARS-E09
4 seats; 2 Player's Lot + 2 Blue Lot passes
Ticket and merchandise bankSTARS-E10
Player autographed itemsSTARS-E11
5 items (sticks, pucks…)
Open Dallas Stars workspace →
Key clauses
TermApprovalExclusivityDeadlineHospitality ruleRemedyCompliance
Term§1
Effective Date (Jul 1, 2024) through Jun 30, 2028, unless terminated earlier.
Advertising copy approval§4.2-4.4
Design, layout and changes to Advertising Copy need COC approval. Sponsor produces and maintains copy at its cost.
Marks approval per useSch. 2.1-2.3
Every use of COC, DBL or DSE marks needs prior written approval (an email from the COC Chief Revenue Officer suffices for COC).
Mexican Import Beer exclusivitySch. 2.1, 2.3
Exclusive use of COC and DSE marks in the Mexican Import Beer category; does not apply to Anheuser-Busch. Other Beer Partners keep their rights.
DBL category protectionSch. 2.2 p.1
DBL gives reasonable protection in Mexican Import Beer; a refund applies if DBL approves another Mexican Import Beer company. Carve-outs: RSN TV and streaming, shoulder radio, AAC inventory, third-party print, outside the Marketing Territory, Mavs Foundation.
Primary brand selectionSch. 2.2 p.1, 2.3 p.1
Sponsor picks one primary brand annually by September 1 (Modelo as of the Effective Date) and pays any change-over costs.
Marketing TerritorySch. 2.2 p.1
DBL marks usable within a 150-mile radius of the team's marketing territory, less the same radius of other NBA teams.
Use it or lose itSch. 2.2 p.5
Unused hospitality, tickets, ticket bank and experiences are forfeited at the end of each season.
Ticket bank noticeSch. 2.2 p.5
Ticket bank requests need DBL approval at least 30 days before the home game.
Force majeure / work stoppage§7
Undelivered rights are replaced by mutually agreed alternate rights of substantially equivalent value.
Renovation option§15
If the Center is renovated, assets and deal points may be revised; if no agreement, COC can end the term early on written notice.
Morals clause§19.8
Either side may terminate after good-faith negotiation if the other's leadership brings it into disrepute.
Alcohol law compliance§14.5
Rights are not conditioned on product purchases; no inducements to retail licensees. Bar-night programs must follow applicable law.