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Chicago-based MillerCoors has found innovative ways to make its mark at the Dallas Cowboys‘ new football palace, according to CNBC reporter Darren Rovell.

“The most talked about part of the $1.2 billion Cowboys Stadium is of course the world’s largest HD video board, but a couple weeks from now it will all be about the two Miller branded bars on the stadium’s field level,” Rovell writes:

When the Cowboys were dreaming up unique ways to make a mark with their new venue they thought of the idea of having players from both teams come from the locker room through a fan infested area onto the field.

The folks at MillerCoors, a longtime partner of the Cowboys, took it a step further. They convinced the Cowboys to turn the gladiator style walkthrough area into bars.

Rovell writes that the idea would probably be unsafe if just anyone could get into these areas. But only the most wealthy - and presumably less rowdy - have access. They can buy a package that includes a field level suite and the same number of seats in the stadium’s first couple rows. From the story:

It doesn’t stop there for MillerCoors, the Cowboys’ biggest partner. They have other branded areas of the stadium - mostly Miller Lite - including a special area where team dancers dance throughout the game. And yes, their belts and uniforms do have Miller Lite logos.

MillerCoors also spent $1.2 million combined to have the exclusive right to flash their product on two video boards.

The spend with the Cowboys is so big because Texas is a hugely profitable state for beer companies, Rovell writes. Being able to market the Cowboys everywhere - except in a 75-mile radius that surrounds the Houston Texans territory - is a powerful tool. MillerCoors‘ deal with the Cowboys runs through the 2020 season.

A good reminder that Anheuser-Busch is not the only big brewer schooled in how to shrewdly and aggressively use football sponsorships. Everything it seems, is bigger in Texas - even marketing opportunities.