STWF Sports| ARLINGTON, Texas| September 15, 2026 — The Shriners Children’s East-West Bowl is entering a new era in North Texas.
Shriners Children’s announced Monday a multiyear partnership with the Dallas Cowboys that will bring the historic college football all-star game to AT&T Stadium through 2031, beginning with the 2027 event.
Under the agreement, all East-West Bowl practices and the nationally televised game will be held inside AT&T Stadium, giving NFL Draft prospects, coaches, scouts and executives a centralized venue for one of the oldest postseason showcase events in college football.
The 102nd edition of the Shriners Children’s East-West Bowl is scheduled for Thursday, Feb. 4, 2027, with kickoff set for 6 p.m. CT.
Impact of Shriners Children on Community Outreach
Dallas Cowboys Owner, President and General Manager Jerry Jones said the partnership brings together two organizations with a shared interest in showcasing future professional talent while supporting a broader charitable mission.
“We’re proud to host the Shriners Children’s East-West Bowl at AT&T Stadium for years to come and to give these players, as well as their families and fans, a world-class experience,” Jones said.
The announcement comes after the event was recently rebranded from the East-West Shrine Bowl to the Shriners Children’s East-West Bowl. The updated identity places greater emphasis on Shriners Children’s as the owner, operator and sole charitable beneficiary of the game.
The event has been played for more than a century and has long served as an important stop in the NFL Draft evaluation process. Over the years, it has featured players who later became prominent professionals and Hall of Fame selections.
Bob Roller, Vice President of Sports for Shriners Children’s, said moving the game and its practices to AT&T Stadium creates a stronger platform for both player evaluation and the organization’s charitable mission.
“Our practices and game are a critical component of the NFL Draft process,” Roller said. “Pairing them with a world-class venue creates an unmatched stage for NFL prospects while also advancing the mission of our charitable healthcare system.”
The partnership also includes a major media component.
The E.W. Scripps Company will serve as the event’s broadcast partner, with Scripps Sports and ION carrying the game. The 2027 matchup will air nationally in primetime on ION and will also be available through Scripps Sports Network across several free streaming platforms.
Brian Lawlor, President of Scripps Sports, said the event fits the company’s strategy of combining major sports programming with compelling stories beyond the field.
“This historic all-star game perfectly aligns with Scripps Sports’ commitment to showcasing premier sporting events that matter,” Lawlor said. “Our viewers will witness the next generation of NFL stars while supporting Shriners Children’s life-changing work.”
Beyond the football component, the game continues to serve as a fundraising and awareness platform for Shriners Children’s. Net proceeds from the event will benefit the organization’s pediatric specialty care mission.
Tickets for the 2027 Shriners Children’s East-West Bowl are expected to go on sale in October.
For Arlington and the surrounding North Texas sports market, the agreement adds another nationally recognized football event to AT&T Stadium’s calendar while giving draft prospects the opportunity to compete in an NFL venue during one of the most important evaluation periods of their careers.
