Essentially Jerry upstaged the New York Giants on MNF on several levels in 1995 by using MNF to announce that Nike had made an official agreement to sponsor Texas Stadium. He walked the Cowboy sidelines with Knight, President of Nike, and Monica Seles.
This was a fine line for the NFL since they already had a deal with another company (Reebok?) and were bitter that the MNF forum had been misused on a night when Lawrence Taykor and Phil Simms were honored at halftime.
The 'Boys also whipped the Giants 35-0.
Tags used this opportunity to make his power-play, attacking Jerry Jones head on who cull favor with the rest of the league owners. It was real crappy, considering Jones was one of the few owners that stood in the way of Jim Finks becoming commissioner (ultimately paving the way for Tags) in 1989. Tags argued vehemently that team revenues had to be shared, that money Jones garnered from the Texas Stadium sponsorship created a competitive unbalance and gathered enough League-wide support to slap Jones with a $700 million lawsuit claiming he broke the league revenue-sharing by laws.
Jones, aghast that Tags was hammering him this way and surprised that Tags would take him for such a chump, fired his own $1 Billion counter-suit on anittrust grounds against the league, naming all owners except himself and Al Davis.
Tags continued to try and drum up support, even making a personal visit to Carmen Policy and Eddie DeBartelo in San Francisco trying to take advantage of the 49er hatred of Dallas. Tags even started on Jones' luxury boxes. IN the end Jones convinced the league it was missing out on truckloads of cash and was being stupid to not try and look for new avenues to make money. He had support from other league owners like Kraft in New England who was technically already doing with Foxboro Stadium what Jones was doing with Texas Stadium.
Since then the league has made truckloads of cash doing what Jerry does and Jerry got to join various important committees (and BTW, let's all just drop these lawsuits). Jerry's countersuit woke people up though, and his ability to make money won them over. Bottom line was everyone could see that despite being such a nerd, Jerry loved being in the league-- but he wasn't anybody's chump.