It's a delicate balance for Jones because the NFL is so conservative, controlling everything from how high players' socks are to what coaches wear on the sidelines. But Jones' situation is unique. He has a stadium with a retractable roof and the biggest HD video board in the world. He can showcase a variety of events in his stadium and isn't afraid to cross-promote with other sports.
Jerry Jones will bring the Super Bowl to Dallas this year. If you don't have tickets get them now, Dallas will be in the Super Bowl, even if Jerry has to buy them in. He has the money. He has to fill those seats and he will.