Mar 31, 2008
The Cowboys are planning on opening their $1.1 billion dollar new stadium, which will be located in Arlington, will open in 2009, and will host the Cotton Bowl (2010) and the Super Bowl (2011). For $1.1 billion dollars, I’m sure the stadium will have all of the amenities that fans desire; seats, concessions, and probably some other stuff. Forget all of that though…lets talk naming rights. The name of your stadium, although it has no tangible effect, can play a big part when trash talking with a fan from another team. There is a big difference between “Lambeau Field” (NFL – Green Bay Packers) and “Jobing.com Arena” (NHL – Phoenix Coyotes). So what will be the name of the Cowboys new stadium? And how much is someone going to pay for the naming rights? Apparently, quite a lot. From FanHouse,
…experts believe the Cowboys could get a deal that would pay them $20 million a year or more from the company that puts its name on the team’s new stadium, which will open in 2009.
And which company might pay that kind of cash? The early favorites appear to be AT&T, Verizon and Exxon Mobil. After spending close to four decades playing in the simply and elegantly named Texas Stadium, it just sounds wrong to hear that the Cowboys play at “AT&T Stadium” or “Verizon Field” or “Exxon Mobil Park.” But $20 million will be music to Jones’ ears.
$20 million dollars, while an astronomical price for naming rights, would only tie the most expensive naming rights deal in sports today (see the chart below, from Dallas Morning News). Does anyone honestly think that Jerry Jones will sit idly by and let someone have a more expensive naming rights deal than him? Probably not. That fact means that we probably won’t hear anything about the naming rights to the Cowboys stadium until the naming rights and terms are set for the new Giants/Jets stadium, which could go for upwards of $25 million. Although estimates list the Cowboys naming rights at a value of approximately $18 million, the “Jerry Jones Factor” (who negotiates better than Jones?) and the fact that the Cowboys have arguably the strongest brand in sports (and the highest valued team, with a value of $1.5 billion) means that estimates can be thrown out the window.
So, while negotiations continue, everyone will have to wait a little longer to see the name of the new home of the Cowboys. Exxon Mobil Park? Tom Landry Field? How about Jerry Jones stadium? You know the narcissist in Jerry Jones would love that.
| THE PRICE OF A NAME | ||||
| Here’s a look at the top 10 naming rights deals for major league sports: | ||||
| Venue, City | Total | No. years | Annual | Exp. |
| 1. * Barclays Center, Brooklyn, N.Y. Sponsor: Barclays PLC |
$400 million |
20 | $20.0 million |
2029 |
| 2. * Citi Field, Queens, N.Y. Sponsor: Citibank N.A. |
$400 million |
20 | $20.0 million |
2028 |
| 3. ** Reliant Stadium, Houston Sponsor: Reliant Energy Inc. |
$310 million |
31 | $10.0 million |
2032 |
| 4. FedEx Field, Landover, Md. Sponsor: FedEx Corp. |
$205 million |
27 | $7.59 million |
2025 |
| 5. American Airlines Center, Dallas Sponsor: AMR Corp. |
$195 million |
30 | $6.5 million |
2030 |
| 6. Philips Arena, Atlanta Sponsor: Royal Philips Electronics N.V. |
$185 million |
20 | $9.25 million |
2019 |
| 7. Minute Maid Park, Houston Sponsor: The Coca-Cola Co. |
$178 million |
28 | $6.36 million |
2029 |
| 8. University of Phoenix Stadium, Glendale, Ariz. Sponsor: Apollo Group Inc. |
$154.5 million |
20 | $7.72 million |
2025 |
| 9. Bank of America Stadium, Charlotte, N.C. Sponsor: Bank of America |
$140 million |
20 | $7.0 million |
2023 |
| 10. Lincoln Financial Field, Philadelphia Sponsor: Lincoln National Corp. |
$139.6 million |
20 | $6.98 million |
2022 |
| SOURCE: Sports Business Journal * Under construction ** Reliant has the naming rights to the entire Reliant Park, which also includes Reliant Arena. |
||||
AOL FanHouse: Jerry Jones Can Get $20 Million a Year for Dallas Cowboys Stadium Naming Rights
6 comments
So when it comes down to it, who cares? Well, other than Jerry Jones! The only reason to own a sports team is greed, and the ability to virtually print cash. And after all, what could be more greedy than getting your local towns and taxpayers to pony-up for a billion-dollar-home, then selling the name to someone for a huge profit? You GO Jerry, and show us all how it’s done.
the rumor I heard was someone nicknamed it “Jerry World “. I’m all for keeping that nickname.
Right now, Jerry World wouldn’t surprise me. With the economy struggling as it is, the Cowboys aren’t going to get anywhere near what they expected on their naming rights deal…They will more than likely hold out for a little while and try and sign a more lucrative deal in the future.
TEXAS COWBOYS STADIUM After all, they are the ones that make it so great..
How about America Dome
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