ARLINGTON, TX - MARCH 12: A general view of the exterior of Cowboys Stadium before the weigh-in for the WBO welterweight title fight between Manny Pacquiao of the Philippines and Joshua Clottey of Ghana on March 12, 2010 in Arlington, Texas. Pacquiao and Clottey will fight March 13, 2010 in Cowboys Stadium. (Photo by Jed Jacobsohn/Getty Images)
Dallas Cowboys executive vice president and chief sales and marketing officer Jerry Jones Jr., who has been at the forefront of the construction and subsequent development of Cowboys Stadium--quite literally from the ground up--recently sat down with the SportsBusiness Daily to discuss the venue, Super Bowl XLV and the unique task of filling a three million-square-foot stadium in a slumping economy.
But the most intriguing portion of the interview was founded in the somewhat-forgotten issue of corporate naming rights. Jerry Jones, Sr. was unable to find any takers at the undoubtedly massive asking price last spring, deciding in May to dub the venue simply 'Cowboys Stadium.'
According to Jones, Jr., though, the stadium will eventually receive a new, corporate, and, certainly for the Cowboys, lucrative new name.
"You want to do it when it's right for everybody," said Jones, Jr. "You will see a name on our stadium. When will that be? I don't have a time frame. That's something we take very seriously, so it won't be with just anybody."
Jones, Jr. said that one issue was deciding upon a brand that fits in with the area, and the Dallas Cowboys tradition.
"The name on the stadium will be as much a part of the brand as the Cowboys star and our silver and blue," said Jones, Jr. "We've got to meet our fan expectations there as well. It's something we want our fans to be proud of."