Dallas Cowboys think 'AT&T Field' has a nice ring

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Dallas Cowboys think 'AT&T Field' has a nice ring
Topic Started: Apr 12 2008, 10:54 PM (21 Views)
Deb	Apr 12 2008, 10:54 PM Post #1
The resident Cowboys Chick Posts: 676 Group: SUPER MOD SQUAD Member #211 Joined: February 18, 2007	By MAC ENGEL and ANDREA AHLES Star-Telegram staff writers The Dallas Cowboys are in serious discussions with AT&T Corp. to name their new $1 billion stadium AT&T Field, according to a document obtained by the Star-Telegram. The deal would include "media rights," which would allow the Cowboys and AT&T to almost exclusively distribute Cowboys content on local television, radio, Internet and wireless devices, according to the document. The dollar value and length of a potential deal were not specified. Dallas Cowboys spokesman Brett Daniels said the team does not have a naming-rights deal in place and declined to comment on specific negotiations. "Our organization has never had a naming-rights partner, and because of that, this is one of the most important things the Dallas Cowboys franchise has ever undertaken," Daniels said. AT&T spokeswoman Sarah Andreani said the company could not comment on negotiations, but did say the company is regularly approached about naming rights. "Officially, we do not have a naming-rights agreement with the Cowboys," she said. Sports marketing experts have estimated that the Cowboys could generate $10 million to $18 million per year for a 30-year agreement. As part of the team's lease with the city of Arlington, the city will receive 5 percent of any naming-rights deal, up to $500,000 a year. The stadium, under construction in Arlington, is expected to open in the fall of 2009. Arlington Mayor Robert Cluck said he has not been told that a name has been picked. But he said he had "heard some time ago that they were talking to AT&T and Verizon for naming rights." If it is AT&T Field, Cluck said he was "OK with that. AT&T is a solid company." Industry experts have been watching for a Cowboys naming-rights deal, speculating that it could rival the most expensive deal to date: the New York Mets 2006 contract with Citigroup that totaled $400 million over 20 years. Adding media rights into the mix enhances the value of a potential Cowboys deal. Cowboys owner Jerry Jones, who is the chair of the NFL's television committee, has made it no secret that he wants to expand the Cowboys' revenues into electronic media. "Only an infinitesimal number of people will ever come to this stadium," Jones said at a Texas Tech alumni event held at the Frontiers of Flight Museum in Dallas on Wednesday. "The millions that will know this stadium will have seen it by mass communications." Deal highlights The draft document was labeled the "AT&T Field Naming Sponsorship and Media Rights Agreement." It specified that the Cowboys will have many signs and promotional materials with the AT&T logo on it. Other parts of the deal would: create a stadium Web site prohibit any sponsorship deals with any major competitor of AT&T, including Verizon, Google, Yahoo! and DirecTV. allow AT&T to opt out of the contract if the Jones family sells the franchise, which is highly unlikely. allow the Cowboys to terminate the agreement if AT&T goes into bankruptcy. There is also language that allows AT&T to back out of the deal in the event of a Hurricane Katrina-type natural disaster. Katrina did hundreds of millions of dollars in damage to the Superdome in New Orleans, and the NFL's Saints were unable to play there during the 2005 season. Media rights The media-content rights would make the AT&T deal broader than other naming-rights agreements. According to the draft agreement, the Cowboys will create 10 hours of exclusive content that will be distributed by AT&T over the company's Internet, wireless, cable and satellite television services. The team will provide AT&T $1 million to distribute exclusive content each year. This contract also covers distribution via technology created in the future. Currently, the Cowboys have local television contracts with KTVT and Fox Sports Net. The document says that AT&T will have first right of refusal to carry Cowboys-exclusive content once those contracts expire. Fox's contract expires after the 2008 season, and KTVT's contract runs through 2009. The document also indicates that the two parties are still negotiating net-revenue sharing related to the content. The possible deal puts Jones in the driver's seat of all Cowboys-related media. On Wednesday, Jones said the future of mass communications is going to be driven by consumer interest in sports. "There is competition going on. You have the digital world that will carry a lot of sports," Jones said. AT&T is not new to the naming rights game. The company already has its name on the AT&T Center in San Antonio, where the NBA's Spurs play, and AT&T Park in San Francisco, home of baseball's Giants. The company is title sponsor of college football's Cotton Bowl Classic. AT&T put its name on the plaza outside of American Airlines Center in downtown Dallas last year. AT&T Bricktown Ballpark is in Oklahoma City, and Jones AT&T Stadium is in Lubbock. There is even another AT&T Field. That venue is home to the Chattanooga Lookouts, a Double A baseball team affiliated with the Cincinnati Reds According to the document, the Cowboys will use "reasonable efforts" to have a street near the stadium named AT&T Parkway. http://www.star-telegram.com/332/story/577956.html



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