In an April 7, 2017 photo, Dallas Cowboys Executive Vice President, Stephen Jones speaks before the start of a panel at the U.S. Conference of Mayors Professional Sports Alliance at The Star in Frisco, Texas. Frisco claims a lock on the professional sports market like no other community in the country. The Dallas Morning News reports now Frisco is vying to be the champion in another area; sports innovation. (Vernon Bryant//The Dallas Morning News via AP)