7-Eleven & Dallas Cowboys Team Up on Collectible Cups

IRVING, Texas — 7-Eleven Inc. will release a series of seven collectible cups to kick off the 2017 Dallas Cowboys season. The co-branded Big Gulp/Slurpee cups will feature some of the football teams' most popular players.

The limited-edition cup may be filled with either a fountain or frozen Slurpee drink for a suggested retail price of $1.99. 

"Our customers across the country are huge sports fans," said Laura Gordon, 7-Eleven vice president of marketing and brand innovation, "and the Cowboys are one of the most-watched teams, especially in Texas. 7-Eleven is giving fans a fun way to show their support and cheer them on week after week."

One new cup will be released each week for seven weeks. The featured player will not be revealed until the collectible cup hits store shelves each week. The release of individual player cups will culminate with a group version of the cup featuring all six Cowboys players.

"The opportunity to both collaborate with 7-Eleven and provide our fans a collectible item featuring many of our great players is a win-win," said Eric Sudol, vice president of corporate partnerships for the Dallas Cowboys. "Both of our organizations strive to serve the customer with a positive, meaningful experience. We look forward to adding to the excitement of the season with the limited-edition release of the cups."

The Dallas Cowboys cups count toward 7Rewards, 7-Eleven's customer loyalty program, which lets customers earn a free any-size drink after the purchase of six beverages such as Big Gulp and Slurpee drinks, coffee and other hot beverages, and 7-Eleven Chillers and fresh brewed iced coffee. Specialty cups like the Dallas Cowboys cups do not qualify for the seventh free drink.

Irving, Texas-based 7-Eleven operates, franchises or licenses more than 62,000 stores in 17 countries, including 10,900 in North America.