Jay Novacek gained a lot of yards during his 11-year NFL career. Now, the former Dallas Cowboys tight end is teaming up with Alltel to reward local youth league football players for every yard they gain.

Novacek was in the area Friday to help one of the nation's largest wireless carriers kick off its "Yards 4 Youth Football" program. He was on hand at Ratliff Stadium in Odessa for the Lee-Permian game and took the field before the game to announce the program.

For every yard a 3-5A team gains in district play, Alltel will donate one dollar to the youth football organization in that school's city. Additionally, the team with the most yards each week will earn an additional $500 for its organization.

Abilene High and Abilene Cooper will benefit Big Country Youth Football, Odessa High and Permian will earn money for the Central Permian Basin Youth Athletic Association, and Midland High and Lee will contribute to the Greater Midland Football League.

How does Novacek fit in? Well, for one, he's one of the most recognized names in Texas football after starring for the Cowboys in their three Super Bowl wins in the 1990s. Novacek finished his career with 422 catches, 4,630 receiving yards and 29 touchdowns during six seasons with the Cowboys and five with the St. Louis/Phoenix Cardinals.

Novacek didn't play youth football growing up, but he had plenty of exposure to the game because his dad was a high school coach. As such, Novacek knows youth football isn't vital to future success, but he said it is a valuable tool -- if done correctly.

"If you're going to do it, it should be done right," Novacek said. "It's so important as far as learning the fundamentals and basics of the game, and kids need good coaches to teach them properly."

This is Alltel's first time doing something like this. The program begins tonight and runs through the remainder of the 3-5A season. The tradition and reputation of West Texas football, as well as Alltel's reputation for providing wireless coverage in isolated, rural areas, made District 3-5A a logical place to run the program.

"West Texas football has a great tradition, and Alltel has such an impact in rural areas, so it seemed like a perfect fit, both for Alltel and myself," Novacek said. "The tradition of the Little Southwest Conference is unbelievable. This is a great idea and a great concept, and I'm thrilled to be involved with it."

Novacek retired from the NFL after the Cowboys' 1995 Super Bowl victory over the Pittsburgh Steelers. He owns a ranch in Nebraska and lives south of Fort Worth. He still puts on youth football camps in Denton, just north of Dallas, and tries to stay connected with football as much as possible when he's allowed to by his ranching -- which he calls "a 400-day-a-year activity if you let it be."