SBD/4/Sponsorships Advertising Marketing


     "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-
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
     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).
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