Gregg Easterbrook, in his always-interesting Tuesday Morning Quarterback column at ESPN, calculates that Jerry Jones’ new deal with Miller means the boys from
Miller will pay Jones $8 million annually for the next decade. An NFL team plays 10 home games annually. Assume Miller keeps around $2 for each $7 beer sold. That's a guess -- stadium concession economics vary a lot from place to place. Anyway, this suggests that merely to cover the promotional fee, Miller must sell 400,000 Lites per Cowboys game. That's six beers per game per seat in Texas Stadium, five beers per game per seat in the larger new facility.
How long before Mothers Against Drunk Driving, headquartered not much more than a stone’s throw from Texas Stadium, gets wind of how this calculates out?
Oh, and the WSJ aside, WHERE is this in the American media?
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