Outside of Texas, Jerry Jones cannot count many fans of his often strident personality, but the billionaire businessman can certainly tally dollars as the owner of the Dallas Cowboys. Yesterday, the 76-year-old secured the services of star running back Ezekiel Elliott for the next six years—and, in typical Jerry fashion, was quick to turn the prolonged contract situation into a marketing opportunity with a promo T-shirt capitalizing on a micro-moment from the saga.
Elliott, who has amassed 4,048 yards on the ground over his three-year career, finds himself giddy to display a skillset that has made him a household name. The Cowboys certainly need the 24-year-old to be a behemoth as they look to repeat as NFC East champions, and Jones knows that—especially as the Washington Redskins, New York Giants and our own Philadelphia Eagles try to relegate them to also-ran status.
Jones, therefore, chose to engage in a bit of jest last month, uttering “Zeke who?” when a reporter questioned him about the team’s running back situation. Fast forward to yesterday, and the public saw Jones give Elliott $90 million, $50 million of which is guaranteed. Breaking out a “Zeke Who?” T-shirt at the celebratory press conference, Jones enjoyed a laugh with Elliott in showing that the back of the garment features the reply “That’s Who.”
Jerry presents jersey to Zeke! “That’s pretty funny,” said Zeke. “I was thinking of doing one, too!” pic.twitter.com/m8bKZCCoMp
— KristiCowboySideline (@KristiCowboy) September 5, 2019
In terms of the shirt design, well, it’s pretty basic, but it’s certainly a smart attempt to cash in on a micro-moment. Elliott even said he thought about creating his own shirt to mark the end of the contract limbo. Now that Jones and Elliott, making his second appearance in our newsletter, have had their laugh and look to capitalize financially on a conflict that everyone knew would see the running back signed, the Cowboys can prepare for Sunday’s clash against the Giants.
It makes us feel a tad dirty that we have covered the Cowboys at all, given our aforementioned connection to the Eagles. But as long as “America’s Team” makes headlines for its merch clout and not its gridiron results, we will be happy. After all, which one of the franchises is a year removed from being the Super Bowl champs?
