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Those wondering which beer you'll be guzzling at Jerry Jones' new billion-dollar stadium in Arlington come the 2009-'10 season and way beyond, wonder no more: Courtesy The Landry Hat, we now know it'll still be Miller Lite, blech. So says Street & Smith's Sports Business Journal, which brings news of a new 10-year sponsorship deal worth about $8 million a year and set to commence when the Dallas Cowboys move into their new digs next season. "At that point," notes the story, "Miller will have been the Cowboys’ exclusive beer sponsor for an astounding 30 years." (Update: It's actually a 12-year deal, says Miller's CEO and Jerry.) Adds Miller's senior director of sports and alliance marketing -- which, I swear, is a job title right out of Idiocracy -- "We know with the Cowboys that we can own that market from Labor Day all the way through January." Which is just what Jessica Simpson said. Joe Simpson too. --Robert Wilonsky
Keep the Dallas Observer Free... Since we started the Dallas Observer, it has been defined as the free, independent voice of Dallas, and we would like to keep it that way. Offering our readers free access to incisive coverage of local news, food and culture. Producing stories on everything from political scandals to the hottest new bands, with gutsy reporting, stylish writing, and staffers who've won everything from the Society of Professional Journalists' Sigma Delta Chi feature-writing award to the Casey Medal for Meritorious Journalism. But with local journalism's existence under siege and advertising revenue setbacks having a larger impact, it is important now more than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" membership program, allowing us to keep covering Dallas with no paywalls.
