The deal also includes Miller LiteHouse, an 87,000-square-foot event space adjacent to the west end of the stadium, and rights to use the Cowboys name to advertise its products in Dallas-Fort Worth. Molson Coors, which owns Miller Lite, outbid AB InBev for the right to be the only beer sold at AT&T Stadium, the team’s current home some 20 miles west of Dallas in Arlington. In September 2021, the Cowboys and Molson Coors announced a 10-year extension to an exclusive deal for a reported $200 million, according to Sports Business Journal. Sponsorship deals and naming rights have soared in price since then. Then Nike agreed to pay $2.5 million a year to paint its logo on the stadium, collaborate with the team in building a Nike-Cowboys theme park outside the stadium and for Cowboys coaches to wear its now-ubiquitous attire, according to The New York Times. He signed a 10-year deal with Pepsi-Cola worth $40 million, The Dallas Morning News reported. Until then, NFL Properties had handled such deals and split profits evenly among teams. One of his biggest playing field-changing moves came in 1995 when he rocked the NFL, bypassing the league’s collegial revenue-sharing agreement and striking his own lucrative sponsorship deals at Texas Stadium, the team’s former home in Irving. But how can you beat that pizza? Of course, that was the wrong choice out of the three.” “And everybody knows you cook fried chicken at home so Kentucky Fried’s not the deal. “The rationale was every restaurant in the world makes a hamburger - that’s McDonald’s,” Jones said on a Talk of Fame Network podcast in 2016. He borrowed $1 million from the Teamsters union to get started. He picked Shakey’s, which once had at least seven locations in Dallas-Fort Worth, all of which shuttered by 1989. While still in college, Jones had an opportunity to get into the fast-food business with either Kentucky Fried Chicken, McDonald’s or Shakey’s Pizza Parlor, the first franchise pizza chain in the U.S that peaked in the 1970s. He also owned a small interest in several oil wells. Dabbling in business while playing football at the University of Arkansas in the 1960s, Jones honed his skills by selling life insurance to businessmen and shoes to students in fraternities, earning him the nickname “the Razorback businessman,” he wrote in a 2012 article for Forbes.
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