Continuing a recent trend of Caribbean destinations expanding their reach through sports partnerships, The Bahamas Ministry of Tourism has announced new partnership with the Dallas Cowboys.

The multi-year partnership aims to tap into the US Southwest market and the team’s national position.

The partnership will include Bahamas branding at Dallas’ AT&T Stadium, along with Bahamian-themed promotions, TV and radio marketing and on-site activities.

“We are excited about this new partnership and look forward to capitalizing on this relationship to drive more tourism business from Middle America to The Bahamas,” said Bahamas Tourism Minister Chester Cooper. “This agreement allows us to combine the love for the Dallas Cowboys with the allure of The Bahamas.”

The Cowboys, due to their immense national profile, have long been dubbed “America’s Team.”

“The Dallas Cowboys are excited to partner with the Bahamas Ministry of Tourism to help encourage tourism at an incredible destination like The Bahamas,” said Dallas Cowboys Executive Vice President of Business Operations Chad Estis. “We know Cowboys fans love great experiences, exciting trips, world class hospitality and making special memories, which are all things that are easy to have in The Bahamas.”

More destinations have been looking to sports to raise their profile — most notably the US Virgin Islands, which has been at the forefront of destination sports marketing with partnerships with teams like the New York Jets, Boston Red Sox and Chicago Cubs.