Rather than leave the marketing of its famous blue star logo to the National Football League's new apparel partner, Reebok International, the Dallas Cowboys will try to market and distribute their own merchandise-becoming the only NFL franchise to do so.
Earlier, Cowboys owner Jerry Jones publicly stated he is an advocate for clubs managing their own marks and logos. Team officials declined to comment.
The Cowboys are exercising a provision in the $250 million contract the NFL signed with Reebok last year, making the Canton, Mass. company the league's exclusive apparel supplier. The stipulation allows teams to handle their own merchandising business, although the Cowboys are still free to use Reebok as a supplier.
The NFL's other 31 franchises remain aligned with Reebok as per the league contract, but the Cowboys plan to design their own products, including several new initiatives.