Will Five Star Alliance Bring More Revenue To Texas Stadium?

Rather than "plastering a corporate name" on Texas Stadium, the Cowboys are "proposing to sell exclusive rights to four sections of the facility," according to Richard Alm of the DALLAS MORNING NEWS. Alm: "A company would pay to put its name on billboards, concourse and portal signs, gates, tickets, parking passes and other items." But Cowboys VP/Marketing George Hays said that the Five Star Alliance, "as the Cowboys call it, hasn't signed up any corporate sponsors yet, and it may not go forward if it fails to meet the test of the marketplace." Hays: "It depends on the economic situation of the country. Right now would be a tough time to sell anything. We'll see how the market looks." Hays also said that he has spoken with "several companies and hopes to have the new sponsors in place by the start of next season." Hays "declined to say how much the Cowboys are asking" (DAL. MORNING NEWS, 9/19).