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Volume 24 No. 115
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NFL Names & Faces: Jerry Jones Stars In New Era Ads; Cap Maker Targets ESPN, NFL Net

In this week's SPORTSBUSINESS JOURNAL, Terry Lefton reports Cowboys Owner Jerry Jones stars in a series of New Era commercials that is "debuting this week for the new football season." In one of the spots, Jones "chooses a Cowboys NFL sideline cap over a traditional 10-gallon cowboy hat." Jones "summons an employee who is wearing a cowboy hat, string tie and oversized belt buckle." Jones while wearing a New Era Cowboys cap says, "It's the hat, son. We only wear football caps now." The ads, via Brooklyn Brothers, were scheduled to break on NFL Network before last night's Cowboys-Giants season-opener. Other ads in the "Laboratory of Headwear Science and Capology" campaign feature Bills DT Marcell Dareus, Bears LB Lance Briggs, Giants WR Hakeem Nicks and Broncos WR Eric Decker. The "majority of New Era's TV spending is on NFL Network and ESPN" (SPORTSBUSINESS JOURNAL, 9/3 issue).

HALL PASS: WOMEN'S WEAR DAILY's David Lipke noted Japanese apparel company Uniqlo is "kicking off the fall season with the latest installment of its 'People' campaign, featuring Hall of Fame quarterback Joe Montana." Montana said, "I like casual and comfortable clothes, and the technology they use is pretty interesting. It's the type of place I would shop." Lipke noted Uniqlo "will open a flagship" S.F. on Oct. 5. Montana has a "lengthy resume of commercial endorsements, ranging from Hanes underwear and Skechers shoes to Schick razors and McCormick spices" (, 8/31)....Plumbing supplier Ferguson has announced a new partnership with Pro Football HOFer and Fox NFL analyst Terry Bradshaw. Bradshaw will serve as the spokesperson for Ferguson's contractor business which consists of commercial and residential plumbers, HVAC contractors, waterworks contractors, builders and remodelers (Ferguson Enterprises).

BEGINNER'S LUCK: In Detroit, John Niyo notes Lions QB Matthew Stafford has "a starring role in one of ESPN's new 'Monday Night Football' commercial skits," and his acting debut "has drawn rave reviews." Niyo writes, "I'd argue it's another positive sign for this franchise." Part of the reason the ad "was so well received among his teammates this week is because it's so genuine, and genuinely funny." The spot "went viral online and already has more than 100,000 views on YouTube" (DETROIT NEWS, 9/6).

NOTES: Jordan Brand announced that it has signed the Giants' Nicks to an endorsement deal. Nicks joins the brand's fellow NFL endorsers Texans WR Andre Johnson, Steelers LB LaMarr Woodley, Colts DE Dwight Freeney, Packers CB Charles Woodson, Buccaneers QB Josh Freeman and 49ers WR Michael Crabtree (Jordan Brand)....MoZeus Worldwide has a deal with Ravens LB Ray Lewis "to create an app where fans will be able to take pictures with Lewis and download them." The app, priced at $0.99, will "raise money for one of Lewis' favorite charities, the United Athletes Foundation" (, 9/5)....Gradient compression sportswear brand Skins Compression announced sponsorships with Giants LB Chase Blackburn, Chiefs RB Peyton Hillis, Eagles LB Brian Rolle and Bills LB Bryan Scott (Skins).