ARLINGTON – Hall of Famer Michael Irvin hasn't played for the Dallas Cowboys since 1999, but he's again helping them fill their stadium.

FILE 2007/Staff photo

Michael Irvin touts the new stadium on the site.

The retired wide receiver is a pitchman on the team's new season ticket sales Web site, available only to current season ticket holders. The Cowboys are using the site to sell reserved season tickets in the new $1.1 billion stadium in Arlington to fans who own season tickets in Texas Stadium.

The introduction by Mr. Irvin, who refers to himself by his "Playmaker" nickname, says in the video: "This stadium is so remarkable, it makes me think about a comeback."

A tour of the site is also narrated by Cowboys radio play-by-play announcer Brad Sham.

Team officials would not say how many of the reserved seats had been sold since the site went live May 27. Chad Estis, vice president of sales and marketing, would say only that he was pleased with the sales.

The reserved seat season ticket prices range from $59 to $125 per game. The cheapest seats don't require a one-time seat option payment, but the rest do. Those options cost from $2,000 to $5,000 per seat for the right to buy those seats for the next 30 years.

The stadium opens next year.

The Web site also allows buyers to view the stadium from the perspective of their new seats. The purchase deadline is July 11.

The Cowboys said they would open up ticket sales to people on a waiting list only after all the current season ticket holders have a chance.

Mr. Estis said that 60 percent of the season ticket holders who were contacted about this site have looked at it. And 25 percent of the fans who have purchased tickets did so online.

The Cowboys have ticket sales representatives assigned to all season ticket holders. The team is selling its club seats through face-to-face meetings. Those club seats cost $340 per game with seat options ranging from $16,000 to $150,000.