A Cowboy The Nfl Can't Lasso

When Jerry Jones paid $140 million for the Dallas Cowboys in 1989, it was no ego play. He intended to make money. So he has.

On Sept. 4, the defiant one struck again at the National Football League establishment, announcing a seven-year agreement between his Texas Stadium and Nike. Nike will supply sideline togs to Cowboy players and coaches and there will be a joint development of a football theme park.

NFL Commissioner Paul Tagliabue says the deal violates league policies. Tough. Such deals will allow Jones to pay bonuses that bypass the NFL's salary cap. Big bonuses win big players, who win big games--which make money. Jones may have more in store: Sports Marketing Group chairman Nye Lavalle says a pact with American Express is imminent. The NFL's official charge card is Visa.

Before it's here, it's on the Bloomberg Terminal.