Fanhouse highlights a Dallas Morning News report that the Cowboys could get as much as $20 million a year for the naming rights for the new stadium the team will move into in 2009. Though conspicuously missing usual JJ shills like Papa Johns and Pepsi, the clubhouse leaders are the more non-junk food related AT&T, Verizon and Exxon Mobil. $20 million a year will buy a few Pacman Joneses.

With the Cowboys recently overtaking the rival Redskins as the most valuable franchise in pro sports, it's no surprise Jones would demand a hefty sum. It's bound to be a shock to 'Boys fans who are more used to the more austerely named Texas Stadium.

"[Marc Ganis, president of Chicago-based sports business consultancy Sportscorp Ltd] said anything above $18 million - which he and other experts said the Cowboys could garner - would reflect 'the Jerry Jones premium.'"

I hope Exxon gets the deal and offers a Jerry Jones premium that's essentially rocket fuel that blows up your car.

Of course, you've got to offset however you can the cost of a stadium with a price tag that has ballooned to $1.1 billion. $20 million though would only match the deals struck with the new Nets arena and Mets ballpark in New York. SOME PREMIUM, JJ!