The Dallas Cowboys are currently at their 2026 training camp, their 20th in the coastal city. The interesting part is that they have brought an impressive roster of corporate partners along for the ride.
From July 29 through August 18, fans will have the chance to watch America’s Team prepare for the 2026 season while experiencing a training camp packed with sponsor-driven events, fan experiences, and special programming.
But which brands are powering this year’s camp? Let’s break down the key players backing the Cowboys’ 2026 training camp.
American Airlines takes off as the presenting sponsor
When you hear about the 2026 Dallas Cowboys Training Camp, you might be hearing American Airlines’ name right alongside it. The airline has signed on as the presenting sponsor of this year’s camp, meaning the entire operation carries its branding.
American Airlines’ presence is particularly felt during the camp’s marquee event: Cowboys Back Together Saturday on August 1.
The opening ceremony, which kicks off at 11:15 a.m. PT, featured the Dallas Cowboys Cheerleaders, remarks from the Jones family, and a performance by 90 young athletes from NFL Flag Ventura County. The airline also accompanies the team literally, with American Airlines planes and luggage carts spotted during the Cowboys’ departure from DFW Airport to Oxnard.
The new player: Victory+ streams into Cowboys country
One of the most significant additions to the Cowboys’ partner lineup for 2026 is Victory+, the free sports streaming platform that has already made waves with the Dallas Stars and Texas Rangers.
Under a multi-year content distribution agreement, Victory+ became the first third-party streaming destination for Dallas Cowboys original content.
The platform is carrying an extensive slate of programming, including Draft Day Insider, Inside Training Camp, Flashback, Storyline, Game Night, and Cowboys Spotlight, along with live and on-demand access to every coach’s press conference on Mondays throughout the season.
Beginning with the 2026 NFL Draft, fans within the Cowboys’ home market and Mexico can stream this content for free on mobile, web, and connected TV platforms. And beyond existing programs, Victory+ has a responsibility to produce new original content in collaboration with the Cowboys, described as socially focused and creator-driven formats designed to spark real-time fan engagement.
“We are proud to partner with this legendary franchise to expand fan engagement and deliver a premium experience to one of the world’s most loyal fan bases,” said Neil Gruninger, President and CEO of A Parent Media Co. Inc., Victory+’s parent company.
The homegrown giant: GEICO doubles down on North Texas
GEICO is another major name backing the Cowboys in 2026, and the partnership carries special significance given the company’s deep Texas roots. GEICO was actually founded in Fort Worth, Texas, in 1936 and is celebrating its 90th anniversary in 2026.
The insurance giant has signed a multi-year sponsorship agreement with the Cowboys that includes in-stadium signage, digital media integration, and community engagement opportunities throughout the Dallas-Fort Worth area.
This partnership comes as GEICO is rapidly expanding its North Texas presence, having announced 2,500 new jobs in the region and opening a third building in Richardson. “Our partnership with the Dallas Cowboys is a reflection of that commitment,” said Jason Andrukonis, GEICO’s Richardson Campus Leader.
Together, GEICO and the Cowboys are working together at the training camp to create initiatives that drive positive change and leave a lasting impact across the region.
Honoring the Heroes: USAA takes center stage
On August 6, the Cowboys will host Heroes Appreciation Day presented by USAA. The aim is to show gratitude toward military personnel and first responders.
Heroes who wear their military or first-responder uniform or show their military ID will receive free general-admission parking and two reserved spots on the sideline VIP structure to view practice. Meanwhile, the capacity is limited and available on a first-come, first-served basis.
This event has become a cherished tradition at Cowboys training camp, which reflects the team’s longstanding commitment to honoring those who serve.
Developing the next generation: UnitedHealthcare and Dairy MAX
New for 2026, the Cowboys and UnitedHealthcare are hosting an NFL FLAG Training Camp for young fans. On Wednesday, August 5, children aged 6 to 13 can participate in a free skills camp at River Ridge Playing Fields.
Participants will rotate through football skill stations, receive character-building instruction, and enjoy nutrition education provided by Dairy MAX. Campers will also receive a commemorative camp shirt.
This initiative reflects a growing emphasis on youth development and community engagement as part of the Cowboys’ training camp experience.
From the skies with American Airlines to your screens with Victory+, from honoring heroes with USAA to developing young athletes with UnitedHealthcare, the 2026 Dallas Cowboys training camp is backed by a diverse and impressive lineup of partners. Whether you are attending in person in Oxnard or streaming from home, these brands are helping to deliver an unforgettable experience for Cowboys Nation.
