During the fall, thousands of students across the Rio Grande Valley revive dormant stadiums for Friday Night Lights. In the winter those stadiums become pitches and in the spring track and field facilities.

At McAllen Veterans Memorial Stadium, those students will now be performing on DQ Fan Field.

The partnership with Dairy Queen will be for six years.

Robert Lozano, owner and operator of 30 DQ restaurants in the Rio Grande Valley and Coastal-Bend area was somewhat emotional during the unveiling of his brand on the state-of-the-art scoreboard.

A native a Premont, Texas, Lozano remembers visiting the stadium as his alma mater Southwest Texas State was playing the Palm Bowl. Fast forward to a few short years ago when his children were products of McAllen ISD up until now. Lozano is now part of the select few of the business community with a brand on the scoreboard.

“Underneath all these burger baskets and Blizzards we come together everyday to try and give these students, the same students that help us succeed the same hope to be successful,” Lozano said. “We're extremely proud to be part of the community in McAllen and we think this is going to be the beginning of something really great.”