Source: Cowboys, AT&T close to stadium naming rights deal
JUL 22, 2013 9:50a ET
The framework of the arrangement – discussed with the telecommunications giant since the $1.2 billion Cowboys Stadium opened four years ago – once centered on a $25 million-a-year fee. A source said a Farmers Insurance bid of $700 million for a proposed new stadium in LA and the San Francisco 49ers’ recent 20-year deal for $220 million "re-set" the framework for conversations. The source also confirmed that the naming rights will go into effect for the 2014 season.
Cowboys owner Jerry Jones has long been ahead of the NFL curve in terms of revenue streams, having cut groundbreaking sponsorship deals in the early 1990’s with Nike, Pepsi and American Express in such a way that the league tried to block the arrangements.
It’s not yet known how AT&T will be included in the new name. Jones in the past has talked of the value of “Cowboys Stadium’’ as its own brand.
Said Jones in February 2011: "I have always said that unless we are ready in the right way with the right partner, then Cowboys Stadium is the way we want it."
It appears the Cowboys now have the right way with the right partner.