Deal has to be right for Jerry Jones to sell naming rights

Cowboys Stadium will show off all of the bells and whistles this week leading up to the ultimate event – Super Bowl XLV.

The only thing missing in the massive stadium, which could hold more than 100,000 fans for the game, is a catchy name. You know, the kind a corporation pays millions and millions of dollars to have its name attached to the structure.

It’s the last thing Cowboys owner Jerry Jones has to accomplish. But he kind of likes it the way it is right now.

“The idea of this being Cowboys Stadium was appealing," Jones said, according to the Dallas Morning News. "It is important to us to have people talking about the Cowboys."

Money talks, though, and Farmers Insurance has cut a $700 million deal to have its name on a proposed stadium to be built in Los Angeles if and when the city can lure an NFL franchise.

“I have always said that unless we were ready in the right way with the right partner," Jones said, "then Cowboys Stadium is the way we wanted it."

Jones has his price. Now he has an astounding figure to use as a baseline too. Of course, naming rights would have been most valuable leading into Super Bowl XLV. Not after the fact.

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Brad Biggs covers the Bears for the Chicago Tribune

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