One week after the Dallas Cowboys re-unveiled the five banners that celebrate their glorious Super Bowl past, they will open a store that says everything you need to know about what they are today.
Every single time we think the Dallas Cowboys are returning to their core values of winning football as the primary means to make more money, they remind us a "W" is no longer as vital as the $.
On Monday, a few hours before the Cowboys host the Bears, Cowboys Stadium will become the first professional sports arena to house a Victoria’s Secret store.
Next up: The Gap, Starbucks, Best Buy and Frederick’s of Hollywood.
This is a joke that isn’t a joke.
The Cowboys should not be providing any potential punch lines that aid in questioning their toughness or suggest that they — cough, cough — play like a bunch of girls.
The good news is that finally a fan can go to a Cowboys game, buy a Cowboys hat and a pair of Cowboys "Huddle Up" panties for $10.50. A pair of Dallas Cowboys underwear is far cheaper than a parking spot for a Dallas Cowboys game.
The bad news is that this Victoria’s Secret "PINK" store is only going to carry Dallas Cowboys-themed merchandise, including yoga bras, lace panties, T-shirts, sweatshirts and sweatpants.
Jerry Jones, if you are going to consummate this marriage between the Dallas Cowboys and Victoria’s Secret, you must go all in. With just a little cross marketing, there are far greater opportunities than just T-shirts and sweatshirts.
I can’t make these up: Victoria’s Secret offers "The Showstopper" bra, "Dream Angel" panties, "Dream Angel" perfect coverage bra and "Boy Shorts" panties. The pun possibilities are endless.
The franchise that was always so far in front of the professional sports curve remains that way because no team understands its current landscape better than the Cowboys.
The reason the Cowboys have those five Super Bowl banners is because, at that time, winning was the way to national relevance and revenue. You had to be good.
Former Cowboys president Tex Schramm believed the best money spent on marketing was on scouting.
The world is a much different place than the one Tex operated in, or even the one Jerry bought into.
The reason the Cowboys are today valued by Forbes at an NFL-high $2.1 billion is because they recognize and have fully exploited the reality that being relevant is as potentially lucrative as being good.
Look no further than Jerry’s recent comments regarding the replacement officials in the NFL. He thought it was good entertainment, and exciting, and it was. But "good" or "right" had no place in the conversation because quality did not matter.
In the entertainment world, and that’s what professional sports is, relevance serves as an effective impostor for quality.
If you can’t win, you must create other areas of interest to remain relevant, and more lucrative. No team loses and yet retains its relevance any better than the Cowboys.
In lieu of winning games, there may not be a better way of creating relevance in pro sports these days than girls who don’t wear a lot of clothes.
The franchise that changed the landscape of NFL sidelines by adding professional cheerleaders — officially combining sex and sports — now brings us Victoria’s Secret to a stadium. The Cowboys are the first, and you know they will not be the last.
Smack your head and curse Jerry if you must, and go ahead and laugh at the Victoria’s Secret Cowboys.
You can’t say Jerry Jones is Bengals owner Mike Brown and that he doesn’t care about winning. For Jerry, making a deal or making a ton of coin is akin to defeating the Redskins, Giants or Bears. It all brings the juice.
Today it is a Victoria’s Secret store and a cameo on the TV show The League. In a month or two, it will be a casino, or sponsoring a space station.
Until the Cowboys really win, they will be defined by their ability to always be relevant.
Ever since Jerry bought the team, the Dallas Cowboys have remained relevant because of their ability to win, the personalities of their players and their coaches, through tradition and now because of bra and panties.
Mac Engel | Ft. Worth Star-Telegram
EDITORS COMMENTS: Tex Schramm was no slouch when it came to marketing. Jerry Jones benefits from Tex’s foresight. Who do you think was in charge when the Dallas Cowboys Cheerleaders came into existence? Jerry’s no fool. He’s going to put money in his pocket when he has an opportunity … then, he’s going to sign players within the confines of the NFL salary cap. Jerry Jones has taken what Tex Schramm built (America’s Team and all that it encompasses) and ran with the ball (pardon the pun). I have no issue with whatever JJ does to enhance the venue. Cowboys Stadium is a gameday experience and showcase … utilized eight days (or nights) a year (plus playoffs and special events). Do whatever it takes to draw attention, make money, stay in the publics mind. The wins will come … just like they have five times in the past.
To question Jerry Jones’ desire and commitment to win is ridiculous … both at the bank, and on the field. The NFL and the Dallas Cowboys are about MORE than sports, it’s sports entertainment. We’re getting what we pay for. Ask fans in the other 31 NFL cities … who offers the best NFL experience in the country?
There have been two GM’s in Dallas Cowboys history. Tex made the block, and Jerry ran for the touchdown.
Never forget who we are … and what we are. Mostly, we’re dudes. Watching a game of grime and grind. If a hardworking guy takes his girl to the game, has a cold beer, sports a new hat and jersey, stands up – raises hell, and hooks her up with something (naughty or nice) from the Victoria’s Secret store. Who really benefits here? I say, it’s win-win. Let the games begin.