Ferd Lewis: Rams-Cowboys preseason game could become Aloha Stadium’s biggest money maker

When Hawaii Tourism Authority and Aloha Stadium officials signed their contracts for the Los Angeles Rams to play at the facility they were jubilant.

When they found out months later the Rams would be bringing the Dallas Cowboys with them, they were “beyond ecstatic.”

Stadium manager Scott Chan immediately forecast, “We’re looking at a sellout.” And, less than 24 hours after tickets were placed on sale in March, the fastest sellout of the 50,000-seat facility was declared.

Chances are that when the Rams and Cowboys kick off Saturday they are also staring at perhaps challenging another first, the biggest single revenue-producing event in the stadium’s soon-to-be 44-year history.

To this point that distinction is said to belong to hometown recording star Bruno Mars, whose Nov. 10 appearance last year generated more than $5.2 million from all sources — tickets, parking, concessions, etc. — Chan said. That night, the second of Mars’ three concerts, attracted a crowd of 38,617.

But the first NFL preseason game here in 43 years could challenge that due to a Texas-sized boost given by the appearance of the visiting team, America’s Team.

Love them or hate ’em — and both sides will be passionately in evidence Saturday — Jerry Jones’ Cowboys command a vast following and generate moolah like no other team on the planet, no matter the sport.

The Cowboys are the world’s highest-valued sports team, according to Forbes, which estimates they are worth $5 billion. That puts Dallas ahead of the second-place New York Yankees ($4.6 billion) and third-place Real Madrid ($4.24 billion).

The Rams, coming off their Super Bowl appearance, are said to be worth $3.2 billion, ranking 12th in the world and fourth among NFL franchises.

As a result, Saturday’s matchup looks to be a triumph on several levels for the state. Fans get to see up close two teams, or a brief facsimile of their lineups, that may never be seen here again.

The sponsoring HTA gets a marquee team in its major tourism market, southern California, plus the nationwide reach of the Cowboys. It does so at a price, $2 million, that is less than half of what it had been anteing up to get the declining Pro Bowl.

Part of the deal for HTA is a season’s worth of signage, sponsorship and marketing opportunities at Rams’ home games that began last year. Meanwhile, here in the HTA’s backyard, the Rams are in the midst of a week’s worth of community, school and military engagement events across Oahu.

“They are really reaching out to all elements of the community,” said John Monahan, HVCB president and CEO. “I have never seen this kind of involvement (before),” said Mufi Hannemann, President and CEO of the Hawaii Lodging & Tourism Association, who worked for decades with the Pro Bowl.

Under terms of the agreements, the Rams, who are responsible for shelling out for travel, accommodations and other expenses for both teams, keep the ticket and merchandise revenues. The stadium banks parking and concession proceeds, which is more than it retained under the Pro Bowl contracts.

Regardless of which team wins on the field.

Reach Ferd Lewis at flewis@staradvertiser.com or 529-4820.