The Cowboys have Epsilon, Texas, to "help the team determine whether entering the competitive gaming space makes sense," according to George Slefo of AD AGE. The marketing service shop "debuted a new practice within its agency group Friday, dubbed Data Design, that hopes to show clients which brands are associated with e-sports and of those, which brands match with the ones the Cowboys' fanbase identifies with." Epsilon Chief Digital Officer Tom Edwards: "We tell brands where the potential white spaces are so they can break through a heavily saturated marketplace." Slefo noted the Cowboys have "quietly spent more than a year mulling over whether it should buy an established e-sports team." Cowboys Senior VP/Brand Marketing Matt O'Neil: "If we thought we could buy a team for -- gimme a number -- $2 million, $3 million, $5 million or whatever, but get $7 million in sponsorship deals over the next couple years it becomes a no-brainer. Whether or not e-sports thrives long term, if we felt we could make that money today, then let's go." The Cowboys "would be the first NFL team" to buy an e-sports team. O'Neil: "The Cowboys haven't plunked yet in e-sports. We're still in the research mode. But we really like the space" (ADAGE.com, 1/20). Mavericks Owner Mark Cuban last year "expressed interest in 'League of Legends'" (DALLAS MORNING NEWS, 1/22).
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