ARLINGTON, Texas (AP) — The Dallas Cowboys announced a multi-year, multimillion-dollar branding deal Thursday that will change the name of Cowboys Stadium to AT&T Stadium.
Team owner Jerry Jones said he wants his $1.2 billion showplace to be a building "more familiar than the White House."
The name change for the $1.2 billion Cowboys Stadium takes effect immediately, and numerous signs outside and inside the stadium will be changed to reflect the name of the telecommunications giant based in nearby Dallas.
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.
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.
Jones simply hopes the telecom brand will lead to even more marquee events at the stadium, well known for its huge twin high-definition TV screens over the field, retractable roof, and ground-to-ceiling glass doors behind both end zones that open and shut almost like sliding patio doors. The stadium opened in 2009 and has already hosted a Super Bowl. It is the site of the 2014 NCAA men's Final Four and, in 2015, the first college football title game under the new playoff format.