Forbes recently ranked the Cowboys as the NFL's most valuable franchise. (Jed Jacobsohn/Getty Images)
The Cowboys are nearing completion of a stadium naming rights deal with AT&T, according to a FOXSportsSouthwest.com report.
The Cowboys are reportedly seeking $25 million a year for the rights, more than the 49ers received from Levi Strauss for their new stadium.
Cowboys Stadium, which cost $1.1 billion, opened in 2009 and instantly became famous for its distinctive 60-yard long center-hanging video board. It has never had a naming sponsor. The stadium has hosted Super Bowl XLV, the 2010 NBA All-Star Game, regional NCAA basketball tournament games and international soccer matches, and will be the venue for the 2014 NCAA men's basketball Final Four.
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Forbes recently estimated the Cowboys' value at $2.1 billion, making them the NFL's most valuable franchise.
The framework of the arrangement – discussed with the telecommunications giant since the $1.2 billion Cowboys Stadium opened four years ago – once centered on a $25 million-a-year fee. A source said a Farmers Insurance bid of $700 million for a proposed new stadium in LA and the San Francisco 49ers’ recent 20-year deal for $220 million "re-set" the framework for conversations. The source also confirmed that the naming rights will go into effect for the 2014 season.
It’s not yet known how AT&T will be included in the new name. Jones in the past has talked of the value of “Cowboys Stadium’’ as its own brand.
Said Jones in February 2011: "I have always said that unless we are ready in the right way with the right partner, then Cowboys Stadium is the way we want it."