The Dallas Cowboys, the only NFL team that opted to handle development and sales of its own team softgoods merchandise when the league did the exclusive deal with Reebok, will apparently let its exclusive retail deal with JC Penney expire at the end of its current three year term in February 2005.

Penney’s was designated as the exclusive official retailer for Cowboys product in Texas, Oklahoma, Arkansas, Louisiana, and New Mexico. JCP also carries the goods in its catalog and on its Internet site. A company spokesperson told SEW that they did carry Cowboys product in stores outside the five state region, but they were not part of the exclusivity deal.

JCP will keep their designation as an “official” retailer for Cowboys apparel and accessories and are expected to still be the largest retailer for the goods. The retailer is currently working with the Cowboys to “re-work” the current contract into a new deal through 2008 and said they were “very pleased” with the sales performance in relationship to how they played each season.

“This was about the level of commitment the Cowboys wanted from JC Penney,” said company spokesperson Christi Byrd Smith in an exclusive interview with Sports Executive Weekly. “We were charged with carrying the majority of the line.”

Smith said the team was looking for broader distribution since they are doing better under new coach Bill Parcells. The ‘boys went to the playoffs last year which boosted sales of product in the JC Penney stores.
The more limited agreement will mean that JCP buyers can now select a more limited assortment of product from the team, but they still expect to carry the largest assortment in the region. Smith said both parties felt it was appropriate to re-work the current agreement.

“The change will be seamless to the loyal JC Penney customer,” said Smith.

The change also means that other department stores and sporting goods stores can now get back into the game. A game the Cowboys appear to see going in favor of their team.

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