Shriners Children’s locks in Cowboys, Scripps deals for East-West Bowl through 2031

Shriners Children’s has secured a long-term partnership with the Dallas Cowboys to stage the East-West Bowl at AT&T Stadium through 2031, starting in 2027. Scripps Sports and ION will broadcast the 2027 game nationally as the event continues to support Shriners Children’s pediatric care mission.

Why it matters: - The deal gives Shriners Children’s a stable, high-profile home for its college all-star game through 2031. - The move also expands national exposure for NFL Draft prospects and for the nonprofit’s pediatric care mission. - Hosting all practices and the game inside AT&T Stadium adds a premium venue tied to one of the league’s most visible franchises.

What happened: - Shriners Children’s announced a multiyear partnership with the Dallas Cowboys to host the Shriners Children’s East-West Bowl at AT&T Stadium in Arlington, Texas through 2031. - Beginning in 2027, all practices and the nationally televised all-star game will be held inside the stadium. - The 102nd edition of the game is scheduled for Thursday, Feb. 4, with kickoff at 6 p.m. CST. - Tickets go on sale in October.

The details: - The event was rebranded from the East-West Shrine Bowl to the Shriners Children’s East-West Bowl. - Shriners Children’s is the owner, operator and sole charitable beneficiary of the 102-year-old game. - The organization says the event supports its mission to provide pediatric specialty care regardless of a family’s ability to pay or insurance status. - The game will be broadcast nationally in primetime on ION through a media partnership with The E.W. Scripps Company. - Scripps Sports and ION are the official broadcast partners. - The game also will stream on Scripps Sports Network, a free streaming channel available on platforms including The Roku Channel, Samsung TV Plus, LG Channels, Amazon Prime Video, Amazon Fire TV and Alexa, Google TV Freeplay, Xumo Play, TCL tv+, TCL Channel, Plex, Local Now, Sports.TV and Tablo. - ION reaches more than 128 million U.S. homes through over-the-air and pay-TV platforms. - Net proceeds from the event fully benefit Shriners Children’s. - The East-West Bowl has been a starting point for many NFL careers, including nearly 80 Pro Football Hall of Fame members and more than 200 College Football Hall of Fame members.

Between the lines: - The Cowboys deal turns the game into a longer-term tentpole event for Arlington and AT&T Stadium. - A primetime ION slot gives the all-star game broader reach than many college showcase events get. - The rebrand ties the event more closely to Shriners Children’s, making the charitable mission more visible to viewers and prospects.

What’s next: - Shriners Children’s and the Cowboys will begin staging all practices and the game at AT&T Stadium in 2027. - Fans can expect ticket sales to open in October ahead of the Feb. 4 game. - Scripps Sports will carry the 2027 event across ION and streaming platforms.

The bottom line: - Shriners Children’s has paired its oldest college all-star game with a long-term NFL venue and a national TV home, giving the event more scale and more fundraising reach.