ARLINGTON (105.3 THE FAN) — When Jerry Jones bought the Cowboys in 1989, he had visions of square dancing and traditional country music in his mind. The legendary Tex Schramm quickly corrected him.

While Jerry had his eyes on buying and aligning the Cowboys brand with country music hall Billy Bob’s in Fort Worth, Schramm had a different message.

“Tex Schramm immediately straightened me out,” said Jones. “He said, ‘Let Houston be the checkered table cloth and the sawdust floor. The Dallas Cowboys are glitz and glamour. We’re about beautiful office buildings, the city lights. Keep that in mind as you think of the style or how you project what is now the brand.'”

Jerry initially made the “glitz and glam” comment on Monday night, as the Cowboys announced a partnership with Swiss luxury watch brand Hublot.

The team’s $1.3 billion stadium, filled with pole dancers and one of the world’s largest HD screens, echoes the same luxury image.

So while many teams, like the Pittsburgh Steelers and Cleveland Brown, take pride in their gritty, working-man image, the Cowboys are exactly what Jerry intended: “Glitz and Glam”.

(©2014 CBS Local Media, a division of CBS Radio Inc. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed.)

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