Dallas Cowboys agree to major sponsorship deal at AT&T Stadium
The Dallas Cowboys and Molson Coors have reached a major 10-year extension to their exclusive sponsorship deal, according to Sports Business Journal.
“This will extend into four decades our relationship with Miller, and in particular Miller Lite. It is so significant,” Cowboys owner Jerry Jones said.
A spokesman for Molson Coors also noted the significance of Tuesday’s extension.
“Miller Lite is still the lead brand, we’ll still activate every day as the only beer of the Cowboys, but we will look to amplify that with other brands from our portfolio across that and meet the needs of Cowboys fans no matter where they consume Cowboys content,” said Adam Dettman, Molson Coors’ head of partnerships for North America.
The most significant part of the deal is the 87,000-square-foot branded event space called “Miller LiteHouse,” that was constructed as part of the new agreement.
According to Sports Business Journal, The Miler LiteHouse is an open-air venue that includes a 70-yard turf Dallas Cowboys field, covered areas with prominent “LiteHouse” branding, a walk-in beer cooler, 2 beer gardens with space for 650 fans, 60 television screens and $5 12-oz. Miller Lites. It will debut to the public Thursday night, when the team will host a watch party for the Cowboys’ opener at the Buccaneers. For Cowboys home games, the venue will open four hours prior to late afternoon and evening games, and three hours prior to early afternoon games, remaining open two hours after the game. A game ticket is required for entry. Other programming will be scheduled for non-game days too.
“We want to encourage fans to come early and stay late,” Jones said. “It’s not just game day. It’s a year-round area to have entertainment and real outdoor experiences that we intertwine the Cowboys through.”
Over the past few years, we’ve seen other NFL franchises like the Rams and Raiders follow Jones’ lead after “Jerry World” changed the stadium game when it opened in 2009.
It’s clear the Cowboys’ owner isn’t going to let anyone forget about his stadium as he continues to add new amenities for fans on gameday, while making the venue suitable for a wide array of non-football events.
Dallas Cowboys restructure Dak Prescott’s contract
The Dallas brass restructured Dak Prescott’s deal on Monday.
The Cowboys created $5M in cap space by converting $6.25M of Prescott’s base salary into a signing bonus. Prescott signed a four-year, $160M extension in March after playing on a $31.4 million franchise tag in 2020.
After conflicting reports this summer about Prescott’s status ahead of the 2021 season, Prescott will be the guy for the Cowboys on Thursday.
“I’m ready. I’m definitely ready. I’m excited. I’ve put a lot of work in to get to this point,” Prescott said Friday.
Prescott and the Cowboys will debut, with their shiny new stadium upgrades, against the Tampa Bay Buccaneers on Thursday night.