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SBD/May 12, 2011/Marketing and Sponsorship
Cowboys Launch Silver Star Merchandising, Sign Deal With Univ. Of Southern California
Published May 12, 2011
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PICK THEIR SPOT: Silver Star was formed after Cowboys Merchandising officials began talking with Longhorns athletic officials about the college licensing and distribution business prior to the North Carolina-Texas men’s basketball game in December '09 at Cowboys Stadium. The company’s approach is to pursue new deals with a select number of major college programs that are consistently among the top sellers in sports merchandise. “We would never want to do hundreds of schools,” Jones said. “To do this the right way, we need to treat it as a brand and not just a piece of apparel, and have the university involved in the process so they have complete ownership and are not just contracting out somebody.”