Austin Gamblers and Tecovas Team Up for First-Ever PBR Team Apparel Collab

The Austin Gamblers have launched a limited-edition merch line with Tecovas, featuring cowboy hats, socks, and boots in Gamblers colors and logos.

Though Tecovas has partnered with the team for two years, this marks their first co-branded product drop—and the first of its kind between a PBR team and a Western outfitter.

Gamblers CEO J.J. Gottsch sees it as a timely move fueled by the rise of “Cowboy culture” in pop culture, from Yellowstone to country albums by Beyoncé and Post Malone. The partnership helps Tecovas break deeper into Western sports while introducing the Gamblers to new consumers.

Early signs are strong: the line made up 34% of Tecovas’ sales in the first week. More collabs with brands like YETI and Rock & Roll Denim are in the works.