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April 21, 2008
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Potential AT&T Deal With Cowboys To Include Media Rights

Potential AT&T Deal For Cowboys Stadium
Could Be Worth Up To $18M Annually

A draft document which details a potential naming-rights deal between AT&T and the Cowboys for the team's new stadium also included a "media-rights agreement in which the Cowboys would provide 10 hours of weekly exclusive content to AT&T to distribute across its wireless, Internet and cable networks," according to Andrea Ahles of the FT. WORTH STAR-TELEGRAM. While analysts have "estimated that the stadium's naming-rights alone could be worth [$10-18M] a year, adding media rights could add millions of dollars more to the agreement for both sides." For AT&T, it could be the "first deal where it leverages its brand to attract new customers with sports content." The Bonham Group President Rob Vogel: "AT&T is going to benefit tremendously from what the Cowboys will provide. There are a lot of Cowboys fans that can't get enough Cowboys." Ahles adds the A's naming-rights deal with Cisco Systems, agreed to in '06, is the only recent naming-rights deal that has "expanded past signage" (FT. WORTH STAR-TELEGRAM, 4/21).

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