The Dallas Cowboys are in the process of reaching a Cowboys Stadium naming rights deal with AT&T, sources tell 105.3 The Fan.

The framework of the arrangement – discussed with the telecommunications giant since the $1.2 billion building opened four years ago – once centered on a $25 million-a-year fee. A source said a Farmers Insurance bid of $700 million for a proposed new stadium in LA and the San Francisco 49ers’ recent 20-year deal for $220 million “re-set’’ the framework for conversations, and that the naming rights will likely go into effect for the 2014 season.

Cowboys owner Jerry Jones has long been ahead of the NFL curve in terms of revenue streams, having cut groundbreaking sponsorship deals in the early 1990’s with Nike, Pepsi and American Express in such a way that the league tried to block the arrangements.

It’s not yet known how “AT&T’’ will be included in the new name. Jones in the past has talked of the value of “Cowboys Stadium’’ as its own brand.