For most startups, landing a deal with a major league team like the Dallas Cowboys feels out of reach. The process is confusing, the stakes are high—and the door often seems closed. But that’s starting to change.

Enter Plug and Play Tech Center, a Silicon Valley-born innovation platform helping young companies connect with capital, mentorship, and even pro sports teams.

In an upcoming episode of the EssentiallySports–Think Tank podcast, Plug and Play Director David Steele joined host Trey Holder and TCU’s Kevin Smith to explore whether startups can truly break into the big leagues.

His take? Major league teams are cautious, but the game is shifting…

Inside Pro Sports’ Hunger for Startup Ties

Given Steele’s experience with Plug and Play, Holder grew curious about whether major franchises like the Dallas Cowboys consider partnering with startups. For context, the Cowboys—owned by Jerry Jones and his family—have made several investments outside of their core NFL operations. These include ventures in technology, esports, real estate, and hospitality, among others. While it might seem unlikely that such an established organization would partner with early-stage companies, Steele believes, “Definitely you see it.”

Steele explained that although the Cowboys might be harder to reach due to the scale of their current investments, “you see a lot of those pieces go down.” He noted that investments from such teams tend to move more slowly when it comes to startups. “I think there’s a little bit more from a team standpoint, maybe a little bit slower to move from an investment because they want to see traction, they wanna see validity,” he said.

Still, Steele pointed out that other teams are more open to earlier-stage collaborations than the Cowboys. “You do have some teams that are out… that are more engaged… I would say a little bit slower from an investment standpoint. But are willing to try and land a partnership a little bit earlier than a larger retail brand, just looking at the accusation or investment piece,” he said.

He added that once these teams understand the potential of a partnership, they’re more likely to act. “But once they understand it and see it, it allows them to do it,” Steele mentioned. He also emphasized that many team owners already have diversified portfolios, which helps them identify and capitalize on promising opportunities. That’s where his company comes in—helping teams discover unique potential in emerging startups.

“For us, we have a unique opportunity to help these teams out that are kind of just building and growing, as we are so new to the market compared to some of the other ones that are in this space,” Steele said. Plug and Play Tech Center is clearly working to foster partnerships between major franchises like the Cowboys and innovative startups. While the process may be slow, the commitment is there. This approach aligns with the Think Tank initiative—to provide a blueprint for brands navigating the complex but rewarding world of sports marketing.

Think Tank is a premium initiative of EssentiallySports that brings together the brightest minds to discuss strategy, leadership, change, and opportunities in the world of sports content business. We strive to deliver thought leadership that sparks change and unlocks new opportunities. This is EssentiallySports Think Tank—Where Sports Meets Smart Content.