Main Event has a long-standing legacy of being the most exciting and fun place to celebrate special occasions, most notably birthdays. A key component of the partnership will be the co-development of Cowboys-themed birthday party packages that will include Cowboys branded party favors, gear and messages from players, Dallas Cowboys Cheerleaders and team mascot, Rowdy. Main Event will also integrate into public appearances by Rowdy, including at schools, supporting anti-bullying messages as well as providing opportunities to come into a center. In addition, the brand will insert the Cowboys into its marketing, promotions and calendar activities in markets throughout the region.