Almost one year to the day after announcing a lucrative deal
with non-NFL sponsor PepsiCo, Cowboys Owner Jerry Jones announced
his latest partnership, a three-year, $5M deal with AT&T Corp.,
according to Josie Karp of the FT. WORTH STAR-TELEGRAM.  AT&T
will become the official telecom sponsor at Texas Stadium, with
rights for advertising tie-ins and promotions.  In May, Sprint
Corp. signed a three-year telecom marketing deal with the NFL
reportedly worth $100M.  Jones said he hopes his latest deal
brings him and the league "together, though he knows it might
not."  Jones: "I'm not naive, and whether or not it polarizes
negativeness as to the things that I advocate in terms of
marketing, I don't know."  Jones and the NFL are currently in the
midst of legal battle of conflicting corporate sponsorships.  The
league sued Jones for $300M last September and Jones filed
countersuit for $750M last November.  Jones said these suits are
still in the discovery phase, but both sides have met in an
attempt to solve the disputes.  Reportedly, little progress has
been made and a court date is at least a year away (FT. WORTH
STAR-TELEGRAM, 8/2).  Jones said his deal shouldn't bring him in
conflict with the NFL since "we have adhered to every NFL
guideline."  The N.Y. TIMES' notes that because the deal does not
include the team name or logo, it does not appear to violate
league rules (N.Y. TIMES, 8/2).
     LEAGUE RESPONSE:  NFL Dir of Corporate Communications Chris
Widmaier refused comment on specifics of the AT&T-Cowboys deal.
Widmaier: "We don't have the details of the agreement yet. It
doesn't change the fact that we have a tremendous deal with
     AT&T'S RANCH: AT&T will provide service at Cowboy facilities
including Texas Stadium, the team's Valley Ranch headquarters and
its training camp site in Austin.  They will provide long
distance service and "eventually the local service at the
stadium."  It also can "advertise and promote AT&T products and
services in connection with Texas Stadium."  Russell Morgan,
President of AT&T Texas, said talks have been going on for three
months and AT&T advertising could include Cowboys players.
Cowboys RB Emmitt Smith has a deal with AT&T, as they are
provider for Emmitt Smith Communications (FT. WORTH STAR
     BEAVERTON BOUND: Jones also said yesterday that as part of
his marketing deal with Nike, the Cowboys will eventually
practice during training camp in OR.  The Cowboys train with the
Raiders and Raiders Owner Al Davis also has a deal with Nike.
The two teams "might meet in Oregon in the future."  Jones said
Nike Chair Phil Knight wants "to create a training-camp situation
for us in the near future that would be build around the Nike
celebration up there" (FT. WORTH STAR-TELEGRAM, 8/2).
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