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Cowboys Stadium Is What Dallas Will Call Its New Stadium (for Now)

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Cowboys Stadium Is What Dallas Will Call Its New Stadium (for Now)
(Photo by Tim Boyles/Getty Images)

Apparently, Dallas Cowboys owner/general manager/micromanager/marketer/aspiring head coach Jerry Jones has been unable to find someone willing to pay what he considers an acceptable price for the naming rights to Dallas' new stadium in Arlington, TX (a suburb of Fort Worth for those of you unfamiliar with the Lone Star State), so for now, he's settled on a name.

[DRUM ROLL]

Cowboys Stadium.

Don't expect this to be the stadium's permanent name. Not by a long shot. Jones is master marketer, and he needs corporate sponsorship the way the Los Angeles Clippers need someone in management who actually knows the difference between a basketball and a Golden Delicious apple.

Part of Jones' problem, of course, is he wants to everything bigger and better than anyone else in sports. So he's holding out for the most lucrative deal imaginable. In this economy, with gas prices creeping towards $2.50 a gallon (groan) and with an economy still facing an uncertain future, few—if any—are willing to take the bait.

For now, the guessing game waits. I still think it'll be someone like Nike, AT&T, McDonald's, Toyota, Microsoft or some other international brand with money to burn.

BTW, I actually met Jones once while working as a reporter for a San Antonio Air Force base newspaper. I was at Cowboys training camp in 2002 at the Alamodome for Air Force Day. It was a brief, one-question interview, but I was really amazed by his response. One thing I will say about Jones: he is excellent when it comes to handling the media.

Maybe he should give lessons to former president George W. Bush or to current vice president Joe Biden.

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