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How Cowboys stadium will change NFL

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Jerry Jones, the owner, president and general manager of the Dallas Cowboys, is a former oilman, so he knows a little something about risk. Ask him what amount of risk he is taking with construction of his $1.1 billion football palace, scheduled to open next season in this city sandwiched between Dallas and Fort Worth, and Jones doesn't hesitate to answer. "More than I have ever taken in my life," he said. Spending more than $1 million a day on an 80,000-seat stadium, expandable to 100,000, Jones is banking that his gargantuan stadium -- with the hole in the roof, the center-hung scoreboard and the 300 suites -- will be the focal point of North Texas and the talk of professional sports. America's Team -- sorry, Packers' fans -- is changing the economic calculus of the National Football League in a Texas-sized way. And if Jones succeeds, the revenue gap will widen between the big and small markets. "I do think the Cowboys will raise the bar," says Mark Murphy, president and CEO of the Packers. "Each stadium is different. For us, one thing that we have that the other stadiums don't is history and tradition. But this does raise the stakes." Jones' stadium is being watched closely by other franchises, including the Packers, in the increasingly budget-conscious NFL. Couple it with construction of the Giants-Jets stadium in New Jersey, itself a $1.6 billion stadium, and a stadium arms race is under way. The Packers were ahead of the curve with their $295 million makeover of Lambeau Field. Now there is talk in Green Bay of development and expansion west of Lambeau to increase revenue for the franchise. Down in Texas, Jones has taken the concept of more in-stadium revenue and injected it with steroids.

Milwaukee Journal-Sentinel

New Cowboys Stadium, Chris Graythen/Getty Images New Cowboys Stadium, Chris Graythen/Getty Images
September 21, 2008  09:33 AM ET

America's team, my ****. A lot more people hate the Cowboys than like them. How can you like a team that has Jerry Jones and T.O ?

September 21, 2008  09:51 AM ET
QUOTE(#1):

America's team, my ****. A lot more people hate the Cowboys than like them. How can you like a team that has Jerry Jones and T.O ?

and you're talking out your arse. It's plain to see, at any stadium where the boys are playing, just how popular they are. And, to have a newspaper in Milwaukee call the Cowboys "America's Team"? Well, that's priceless.

September 21, 2008  09:53 AM ET

barf...

September 21, 2008  09:54 AM ET

Yeah, haters everywhere we go! I'm glad to know that you haters, make us the most popular franchise in the universe!!! Keep watching, hoping we lose, we love the ratings, rinky dink!

Look at that stadium, just beautiful, looks better than that one in AZ, can't wait to see it next year, in Big D!

Oh, the DALLAS COWBOYS WILL ALWAYS BE AMERICA'S TEAM!!! Win a SB, Cards!!!

September 21, 2008  09:58 AM ET

Hey, Al Davis, want one? Any team that shares a baseball stadium or with another team, should be ashamed of themselves!! We're always raising the bar, just try to keep up, haters!!

September 21, 2008  09:59 AM ET
QUOTE(#1):

America's team, my ****. A lot more people hate the Cowboys than like them. How can you like a team that has Jerry Jones and T.O ?

This has nothing to do with the story

September 21, 2008  10:02 AM ET

By the way, I've been to it. It's a beautiful structure. I had a picture of it next to the Ballpark in Arlington but somehow got deleted. I'm going back for more. Impressive.

September 21, 2008  10:12 AM ET

Is it really a "risk?" The NFL is the most popular sport in the US, rakes in tons of dough and they have a huge market in Dallas/Ft. Worth. It's not like the NFL will fold or that the team will relocate.

September 21, 2008  10:14 AM ET

"We're always raising the bar, just try to keep up, haters!!"
kbreeze

Last I checked, y'all weren't leading anything. Niners and Steelers have just as many SBs. That, and are you on the team or in management...."we're"?????

September 21, 2008  10:22 AM ET

This stadium will be #1 on terrorist lists.

September 21, 2008  10:36 AM ET
QUOTE(#10):

This stadium will be #1 on terrorist lists.

Thanks for the uplifting comment..

September 21, 2008  10:38 AM ET
QUOTE(#9):

"We're always raising the bar, just try to keep up, haters!!" kbreezeLast I checked, y'all weren't leading anything. Niners and Steelers have just as many SBs. That, and are you on the team or in management...."we're"?????

You know what "we're" means. When the Steelers(Refs) won the Super Bowl, did you say "They won!". Or did you say "We won!"? And the Cowboys are raising the bar. This stadium right here is an example.

September 21, 2008  10:45 AM ET

If T.O. was on your team catching TD passes, you wouldn't be so bitter.

September 21, 2008  10:49 AM ET

New stadium same old choke artist..

September 21, 2008  11:12 AM ET
QUOTE(#12):

You know what "we're" means. When the Steelers(Refs) won the Super Bowl, did you say "They won!". Or did you say "We won!"? And the Cowboys are raising the bar. This stadium right here is an example.

I said "they" b/c I'm a "ref." That one is so freakin old and lame my friend...so freakin old and lame.

September 21, 2008  11:32 AM ET

Ok, I'm back, Pens, after Dec. 7th you can keep hating after WE beat DAT A%%!!!

The only reason you have a following is by beating us twice in the 70's! SF, had to beat us, to start their run!

I know, still bitter about the '95, well Neil O'Donnell can give u a hug!!!

September 21, 2008  11:36 AM ET

The important part to the story is this, the money gap is getting wider between teams. The next contract has to keep a player salary structure in place that makes it possible for 32 teams to compete and succeed based on merit, not money..The stadium is just the newest. There will be others.

September 21, 2008  11:49 AM ET

I agree with LetsGoPens...it's not like the NFL is going broke.It would be a huge risk if Jerry were starting a new league to compete against the NFL.Gimme' a break already.

September 21, 2008  11:52 AM ET

That new stadium is going to give new meaning to the phrase "keeping up with the Jones' " when other new stadiums are built in an effort to outdo what has been done until no one without a million dollar income can afford to go to the game. I'm glad you're proud of your new stadium Cowboys fans but when it's time to watch the game, you'll be watching from your lazy boy lounger while I'll be watching from my couch.

 
September 21, 2008  11:53 AM ET

"For us, one thing that we have that the other stadiums don't is history and tradition. But this does raise the stakes."


The only thing Packer fans have that no other fans have is cheese on top of their heads! LOL!!! For the record Packer fans, you owe my Bears!! We'll do you bogus just like how George Halas did you bogus...SNAP!!! LOL!!


As for Jerry and the Boys, he better hope when the stadium opens, God already gave them a playoff win...

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