Debuting Wednesday, the five-time Super Bowl champion Cowboys will offer apparel from T-shirts to caps that feature Spider-Man and Captain America, among others.
Jerry Jones Jr., the Cowboys' chief sales and marketing officer, said the pairing of characters from Marvel with the team was a way to blend a well-known team with members of a famed super team, the Avengers, whose own members include Iron Man and Thor.
"We are constantly looking for new and innovative ways to energize our fans, and what better way than to combine our brand with some of the all-time great Super Heroes that everyone has grown up with," he said in a statement.
The move is part of Marvel's growing effort to expand its characters' appeal in new markets and to fans outside comics, too. Earlier this year, it started offering NBA-themed apparel in conjunction the Los Angeles Lakers, New York Knicks and Boston Celtics.
"We continue to expand our consumer products into new distribution channels through this exciting partnership with the NFL's most popular franchise," said Paul Gitter, president of Consumer Products for North America at Marvel Entertainment.