The Dallas Cowboys have signed the state of Nayarit, Mexico as the “Official Mexican Tourism Destination of the Dallas Cowboys.”

The partnership marks a touchdown in sports and tourism marketing and will create a unique opportunity for Nayarit to promote its tourism to football fans. This collaboration is part of the state of Nayarit’s landmark moment in the world of sports and tourism partnerships, as it becomes an official destination of professional sports fans with future announcements on the horizon.

Nayarit will benefit from a comprehensive, multi-platform, marketing campaign to include activations with the Cowboys onsite event activations, signage across the stadium, social media promotions for VIP experiences with the team, and TV and radio advertising, and more.

The Dallas Cowboys is the most valued sports franchise in the world, worth an estimated eight billion in brand power. Reports estimate that Mexico, the NFL’s largest market outside the US, is home to 15.2 million Cowboys fans. Among NFL fans from Mexico living in the United States, 54% support Dallas, according to the report. With the largest sports franchise fan base in the USA, high percentages come from California, New York, Georgia, Florida and Texas— markets with good pull for Nayarit, known for its secluded beaches, luxurious resorts and its historically rich areas.