Why would UNT throw $1 million to the Cowboys?

Wait, wait, wait. Run that by us again. The University of North Texas is negotiating a deal that will cost somewhere north of $1 million to become a “Proud Partner of the Dallas Cowboys”?

At a time when public universities across the state are being called on the carpet by legislative leaders, ordered to control costs and told they might lose the ability to raise tuition rates when needed, UNT contemplating an expensive sponsorship deal with the Cowboys is attention-getting, to say the least.

On the other hand, if UNT had announced plans to spend $1 million or more to improve its football and other athletic programs, who in Texas would worry?

At heart, they’re both marketing moves, strategies for building organizational pride and getting the university’s name more prominently known.

And UNT has been aggressive in building its public image. Moving its system administrative headquarters from Denton to Dallas and opening a university there both testify to that.

And UNT also has opened a campus in Frisco, soon-to-be home of the Cowboys’ team headquarters and training facility, surrounded by office and retail development, a 16-story hotel and a Baylor Scott & White Health sports facility and a fitness center.

It could be a smart move for UNT to tie itself to that star.

That’s what the issue is here: How much marketing bang would UNT get for its buck? Or million-or-more bucks, as it were.

We won’t know the answer for a while yet. At its meeting Thursday and Friday, the UNT System board of regents is scheduled to consider giving Chancellor Lee Jackson and President Neal Smatresk the go-ahead to negotiate with the Cowboys.

The only reason we know it’s likely to cost UNT more than $1 million is because board briefing materials say the amount is “of sufficient size” to require board authorization. University rules say the board must approve contracts worth more than $1 million.

The deal would include advertising at the Cowboys’ new Frisco facilities and at AT&T Stadium in Arlington.

The sweetener, the briefing materials say, is a plan for academic and student internship programs with the Cowboys in broadcast journalism, hospitality management, sports media and event management, and recreation events and sports management.

Future programs could also include marketing, data analytics, digital retailing and information technology.

Depending on the final cost, this could be a very good deal for UNT.

This story was originally published May 17, 2016 at 5:31 PM with the headline "Why would UNT throw $1 million to the Cowboys?."