Originally Posted by arglebargle
Jerry came up with all sorts of alternative advertising and revenue streams. The NFL was all set to sue him over it, but then decided just to adopt most of his practices for all, iirc.
I remember he signed Pepsi to be the official drink of Texas Stadium when the NFL had a deal with Coke. I think he did the same thing with Nike and American Express instead of Reebok and Visa. He wanted to keep more of the local revenue from being shared vs the league wide deals. His local radio rights dwarfed most markets and he wanted to keep them, plus at the time Dallas was responsible for a much larger percentage of the national merchandise sales. I'm not quite sure how they avoided litigation, but I think the language of the revenue sharing plan was re-worked during the next CBA and everyone made more money when forced to work harder for their local money instead of relying on the Cowboys of the league to carry the weight for them.