+ (UITableViewCell*) newEntryValueCell:(UITableView * )tableView {
    UITableViewCell *cell = [tableView dequeueReusableCellWithIdentifier:@"entrytablecell"];
    if (cell == nil) {
        cell = [[[UITableViewCell alloc] initWithStyle:UITableViewCellStyleDefault
                                       reuseIdentifier:@"entrytablecell"] autorelease];
        cell.accessoryType = UITableViewCellAccessoryNone;
        cell.selectionStyle = UITableViewCellSelectionStyleNone;

        UITextField *playerTextField = [[UITextField alloc] initWithFrame:CGRectMake(120, 12, 175, 30)];
        playerTextField.adjustsFontSizeToFitWidth = YES;
        playerTextField.textColor = [UIColor blackColor];
        playerTextField.keyboardType = UIKeyboardTypeASCIICapable;
        playerTextField.returnKeyType = UIReturnKeyDone;
        playerTextField.delegate = self;
        playerTextField.backgroundColor = [UIColor clearColor];
        playerTextField.autocorrectionType = UITextAutocorrectionTypeNo; // no auto correction support
        playerTextField.autocapitalizationType = UITextAutocapitalizationTypeNone; // no auto capitalization support
        playerTextField.textAlignment = UITextAlignmentLeft;
        playerTextField.keyboardAppearance = UIKeyboardAppearanceAlert;
        playerTextField.tag = ENTRY_TEXT_FIELD_TAG;

        playerTextField.clearButtonMode = UITextFieldViewModeNever; // no clear 'x' button to the right
        [playerTextField setEnabled: YES];
        [cell addSubview:playerTextField];
        [playerTextField release];
    }
    return cell;
}

on return cell:
 Object with +0 retain counts returned to caller where a +1 (owning) retain count is expected