As reported by the Associated press yesterday, the Dallas Cowboys announced a multi-year, multimillion-dollar naming rights deal of Cowboys Stadium to AT&T Stadium. Team officials declined to reveal terms of the deal, including cost and how many years are included. Marc Ganis, a sports consultant with SportsCorp Ltd. in Chicago, estimated the deal could be worth as much as $20 million annually for 20 to 30 years, or from $400 million to $600 million.
Team owner Jerry Jones acknowledged the pact with AT&T is not “the most in dollars that there has been for naming rights.” He didn’t refer to any other NFL team but one of the richest naming rights deal happened in New York with the Giants and Jets signing a $400 million, 25-year deal with MetLife Insurance. Also, the San Francisco 49ers in May announced a 20-year naming-rights agreement with Levi Strauss and Co. worth $220 million. “It is very important … that AT&T stadium be where the big events happen, where exciting things happen. And it’s beyond Cowboys games,” Jones said.
Arlington Mayor Robert Cluck, whose city is home to the complex, said the city will receive 5 percent of the revenue from the naming rights annually, but couldn’t give specific numbers. “We have two great companies right in the middle of our city who are doing wonderful things for our city, why wouldn’t we want to have that partnership?” Cluck said. “This is a good deal for us.”
The team says the deal includes access to AT&T mobile technology. The arrangement will double the stadium’s Wi-Fi network for faster mobile access and expand the options provided by the Cowboys’ mobile app. Both sides promise other mobile opportunities in the future.