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SBD/4/Sponsorships Advertising Marketing
"OUTLAW" JERRY JONES OFFERS PEPSI PLAN FOR WELFARE REFORM
Published August 4, 1995
"In definace" of the NFL, Cowboys Owner Jerry Jones announced a 10-year contract worth more than $40M between Texas Stadium and PepsiCo, according to Ed Werder of the DALLAS MORNING NEWS. Coca-Cola is an official sponsor of the leagues, and has exclusive marketing and promotional rights to NFL logos. But Jones' control of Texas Stadium allows him "to circumvent" Coca- Cola's agreement with NFL Properties. Jones used the deal to criticize league rules on revenue sharing among merchandising and marketing. Jones: "This is a direct hit on the Coca-Cola deal with the league. Ultimately, all logos, the helmet and star associated with the Cowboys will be handled by the Dallas Cowboys and not the marketing arm of the NFL. That is not a popular stance to take with other members of the NFL." Pepsi products will be sold inside the stadium, and the company will get broadcast, signage and special events ad rights. Pepsi will not be able to use NFL or Cowboys logos on products or ads because of the NFL/Coca-Cola deal (Werder, DALLAS MORNING NEWS, 8/4). JERRY TALKS TOUGH: In Dallas, Ed Werder writes that Jones' message is that "corporations wanting to form partnerships with the Cowboys should proceed directly to One Cowboys Parkway rather than the NFL offices in New York." The deal will "probably increase the rancor and discord between Jones and other league owners." Jones also said the boost in revenue "could come into play when the Cowboys recruit Deion Sanders and become a factor in signing bonuses" for other players. Jones said the league "should withhold his share of revenue this year from the Coca- Cola contract" (DALLAS MORNING NEWS, 8/4). DALLAS MORNING NEWS columnist Randy Galloway said with yesterday's deal, Jones officially "became an NFL outlaw." Jones was "sending word to the Cincinnatis, the Green Bays, the Seattles, etc. they would no longer be living out of the Dallas Cowboys' back pocket. ... For you patriots, Jones is fighting communism, NFL style" (Randy Galloway, DALLAS MORNING NEWS, 8/4). Jones: "I really do want anyone to know that if you're going to market or be a sponsor of the Dallas Cowboys/Texas Stadium, I want you to come to Dallas, not to Park Avenue. ...I believe in the concept that if you're aggressive, and all of the other teams can do the same thing, then we can make the pie bigger. What I'm doing is in the best interest of the league" ("SportsCenter, ESPN, 8/3). More Jones: "Frankly, I think people in this league need to get off their butt and go to work instead of sitting around waiting for the communal check to arrive. It's called the incentive plan" (DALLAS MORNING NEWS, 8/4). WILL COKE SMILE? The NFL had no immediate comment, as Commissioner Paul Tagliabue was in Japan. NFL Dir of Communications Greg Aiello: "The commissioner is in Tokyo having a Coke" (DALLAS MORNING NEWS, 8/3). Coca-Cola "did have pouring rights" to all NFL stadiums, but is also expected to lose the Patriots to Pepsi. Coca-Cola spokesperson Ben Deutsch said the company is "trying to be more scrupulous with our sports marketing dollar" (Chris Roush, ATLANTA CONSTITUTION, 8/4). ALL AL'S FAULT: Raiders Owner Al Davis, who attended the news conference: "Somehow, they [the NFL] will try to blame me for this" (USA TODAY, 8/4).