What's In a Name?
At a July 25 press conference in Arlington, Dallas Cowboys owner and general manager Jerry Jones announced a new name for the stadium affectionately known as Jerry World.
“Good afternoon. Welcome to AT&T Stadium, home of the Dallas Cowboys,” he said.
Jones called the partnership one of the highlights of his off-the-field experiences, next to buying the club in 1989 and building the new stadium in 2009. “[It was a] very special day in the history of our organization,” he said.
The partnership with AT&T goes into effect immediately, which means the Cowboys Stadium moniker is officially out.
Jones said he always envisioned AT&T being a part of the stadium, and he would add the letters to initial drawings of the building even before construction began. The stadium was planned with an eye toward the future and how technology could shape that.
“One of the best ways to continue that level of forward thinking is to work with pioneers and industry leaders, and that’s really what we’re doing today,” Jones said. “Today I’m proud to say we’re expanding this relationship even more than with this new name.”
AT&T and the Cowboys have worked to double AT&T’s LTE network within the stadium. They also intend to double the Wi-Fi capabilities and create a better mobile experience for fans.
Jones declined to specify the financial details regarding the naming rights, but he did mention that AT&T was not the company offering the biggest monetary incentive. He felt that the telecommunications giant offered the best overall fit.
“Relative to rights,” he said, “the fit isn’t all about the dollars.” He went on to describe AT&T as an “iconic partner” that would provide for a more seamless experience for fans.
“It has been a fit and an idea to have AT&T stadium since we broke ground,” he said. “This was the right time for this announcement. This was clearly the right company for us to move forward with. What greater icon in America than AT&T?
“We’re pretty proud to be called America’s Team. Who was going to be here … for all time to come when the Cowboys play? Whose name is more fitting than AT&T, who for 100 years has been on the forefront of every change and every revolution that has happened in communications?”
Jones joked that although he was confident that the AT&T name would be adopted quickly, he was also worried that “Jerry’s World” might disappear as well.
The Cowboys began training camp in Oxnard, California on July 21. Their first game is against the Giants on September 8 in New York.