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The Packers and Steelers are getting into town Monday. Both will be at the stadium Tuesday for the Media Day circus. Since neither team has played here, it will be the first time in the building for most players.

“I’m excited to see what the stadium’s got,” Green Bay running back John Kuhn said. “They said it’s wild, so I’m really pumped up.”

Some say the place looks like a spaceship. It’s also been dubbed the Jones Mahal and JerryWorld.

Instead, it carries the simple name Cowboys Stadium, giving Jones another way of marketing what Forbes magazine considers the most valuable professional sports franchise in North America.

“That’s the silver lining of not getting a naming rights deal,” said Marc Ganis, president of Chicago-based consulting company Sports Corp. Ltd. “He’d rather have the $30 million a year, and I suspect he will get it, but he is maximizing the value of this time without a name.”

The only downer for Jones is that his team isn’t playing in this game.

He hoped to become the first Super Bowl host to also participate and wasn’t shy about saying so. The Cowboys proved to be such a big disappointment that he fired his coach midway through the season, after an ugly loss to the Packers. Now those Packers will be using the Cowboys‘ locker room as the NFC representative in the Super Bowl. As for the Steelers, this will be their eighth Super Bowl, tying Dallas’ record.

“Great tradition, outstanding teams,” Jones said this week at the Senior Bowl in Mobile, Ala. “With what the Packers are about and what the Steelers are about, it makes a great game. If you’re in my shoes right now as far as Cowboys Stadium is concerned, I’m really proud that they’re going to be there. I’m proud for North Texas.”