Mar 31, 2013; Arlington, TX, USA; A general view of Cowboys Stadium prior to the South regional final game between the Michigan Wolverines and the Florida Gators at the 2013 NCAA Tournament at Cowboys Stadium. Mandatory Credit: Kevin Jairaj-USA TODAY Sports

AT&T Stadium. That’s Original. Who Play’s There?

I should be writing an update on Week 2 of Training Camp. I should be talking about the Blue and White scrimmage this past Sunday and B.W. Webb’s pick-6 (LOVED IT!) I should be talking about the Hall of Fame Game coming up this weekend, a mere 275 miles southeast of yours truly (WHOOT WHOOT!) I should be talking about how we are going to matchup against Miami.

But I can’t… At least not until I talk about the news that we all knew was coming. I am talking about the Cowboys Stadium renaming becoming official this past Thursday. I am going to err on the side of caution with my words, but not because I don’t hold a strong opinion on the matter.

At a time when the dollar reigns supreme in the world of pro sports, I totally understand the idea of a venue selling its naming rights. From a business standpoint, I completely understand it. From a marketing perspective, of course it’s a no-brainer. Business is business and it’s harsh and it’s cut-throat. In a world of CWC’s (Crazy Wife Clauses… It’s a real thing, I promise!) and M&A’s, feelings and business do not at all go together. For the overall bottom line, selling the naming rights makes sense.


Acknowledging those facts doesn’t mean I like them. I might as well add that I don’t even think the name is remotely cool and it lacks any form of originality. Just sayin’.

I’m the trend setting type, but in this case you can call me old-fashioned and completely out of date. I will gracefully own it. We go to sporting events to see the greatest athletes of our time perform on stages that we can only dream about. There is something about an old school stadium’s name that evokes nostalgia. Something pure and untouched by the dollar. Something that speaks to a time before the profession of being an athlete was about money and endorsement deals.

Texas Stadium, Soldier Field, Lambeau Field, the Georgia Dome, Arrowhead Stadium, Three Rivers Stadium… These names are sacred and almost untouchable. All of those names hold a history that has shaped the world of football as we know it.

I get that times change and the obvious fact that four years as Cowboys Stadium isn’t a long enough time to capture a lot of nostalgia inducing feelings… But there is something to be said about a place named after the ‘Boys. THE Cowboys. No one questioned who played at Cowboys Stadium, but they may wonder where AT&T Stadium is. And is it different than AT&T Park (San Francisco, CA), AT&T Field (Chattanooga, TN) or AT&T Center (San Antonio, TX). When the 2010 NBA All-Star game set new records as the highest-attended game in history, no one wondered where it was. In 2012 when the Alabama Crimson Tide annhilated the Michigan Wolverines in the annual kick-off to college football game, the Cowboys Classic, no one wondered where that was either. When the Men’s 2013 NCAA Basketball Tournament announced they were playing the South Regional in Cowboys Stadium, no one wondered who played there. As the name stated it was Cowboys Stadium… The Home of the Dallas Cowboys.

Some could say I am over-thinking all of this and that I am attached to the name Cowboys Stadium. Maybe there is a shred of truth to both of those sentences… But to be honest, I like that truth. I think the name change took something great and spectacular and incredible and made it ordinary. Jerry sold the character and distinction that the name Cowboys Stadium held. For me, the payoff doesn’t even come close to the cost.

Cheers, Dez

P.S. For the record, when the Cowboys play in the SuperBowl this year, you can bet your bottom dollar that I will still be referring to it as New Meadowlands Stadium!

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  • Ace

    By acknowledging in the beginning of your article that you understand why it was a good move from both a business and marketing perspective, you make the rest of your article and opinion void.

    • jayhwk01

      Disagree. Wanting to hold onto the tradition does not mean you can’t recognize the business sense in selling naming rights. It certainly does not mean The Cowboys and AT&T PR departments could not have come up with a better name. It is the Cowboys and the new name does not say Cowboys in name, spirit, attitude or anything else. The worlds greatest Stadium and worlds greatest Pro football team demand better.

      • Desireé

        Thanks my Rock Chalk lovin’ friend! Thanks also for the kind words on Twitter!

    • Desireé

      Not true my friend. As I said in my article, “acknowledging those facts doesn’t mean I like them.” Just because something is right in business doesn’t mean the heart has to agree.

    • disqus_kLJwdEdnOL

      If I recall there were as many Washington Redskins at what is now
      AT&T stadium as there were Cowboy fans the last time the game was
      played in Arlington. To go along with your thinking it would be better
      to market Washington Redskin souveniers, T shirts, etc. at “AT&T”
      stadium than Cowboy items the next time they play in Arlington. After all, its about the money, right?

  • Steve

    The Super Bowl will be played at GIANTS Stadium. And the Cowgirls will be watching from the backwoods of Texas.

    • Desireé

      I didn’t know they were rebuilding Giants Stadium! ;) LOL

      Actually my friend, I have an attachment to the New Meadowlands (MetLife) Stadium… It was there that I first saw the ‘Boys play in person!!! September 11, 2011… It was INCREDIBLE!