The Dallas Cowboys said Tuesday that the team will extend its long-running sponsorship agreement with Miller Brewing Co. through 2020.

Under the 12-year deal, Miller will be the exclusive beer sponsor for the Cowboys and gain sponsorship rights to several stadium clubs, beer gardens and VIP areas – about 200,000 square-feet of real estate.

It also includes naming rights for Miller Lite Champions Plaza – one of the stadium's main entrances – and signage in the stadium bowl.

The deal covers all of Texas, except for the Houston area, and includes use of the Cowboy's team logo and markings for consumer products as well as Miller branding on an entertainment area on one of the stadium's end-zone platforms.

Financial terms were not disclosed, although a report in Sports Business Journal suggested the deal is worth about $8 million a year.

Terry Lefton, an editor-at-large for Sports Business Journal, said it could be the largest sponsorship deal outside of stadium naming rights.

The deal shows the team's ability to attract top-tier sponsors, said Cowboys owner Jerry Jones. "Miller Brewing Co. is one of the best sports marketers in the country," Mr. Jones said in a press release.

Dockery Clark, Miller's senior director of sports and alliance marketing, said the new stadium created "tons of opportunity. ... Texas is a very important market for us, and there are very few sports properties that exist on the level of the Cowboys, locally and nationally."