How the Dallas Cowboys Became the World’s Most Valuable Sports Franchise

by

The Dallas Cowboys hold the title as the world’s most valuable sports franchise, with an estimated worth of approximately $10.1 billion according to Forbes’ latest annual evaluation. They are the sole sports organization to exceed 11 figures in value, and they top the list by a significant margin of $1.3 billion over the second-place team, the NBA’s Golden State Warriors. The Cowboys even lead the next NFL franchise, the Los Angeles Rams, worth $7.6 billion, by nearly $3 billion. But despite not winning a Super Bowl in three decades, the Cowboys have managed to claim the position of Earth’s highest-valued sports team.

One of the topics delved into in the latest Netflix documentary series, “America’s Team: The Gambler and His Cowboys,” is the story behind infamous Dallas Cowboys owner Jerry Jones, who bought the team for $140 million in 1989. Spanning eight episodes, this series showcases significant moments from countless hours of historical footage (including a fair share of cheerleading, as seen in Netflix’s “America’s Sweethearts: The Dallas Cowboys Cheerleaders,” which has recently been renewed for a third season), interviews, and fresh conversations with Jones and other influential NFL personalities, to create a compelling depiction of the Cowboys’ journey to success.

Jerry Jones’ playbook for greatness

Jones found immense inspiration from his father, Pat Jones, who often advised him, “Make it grand and captivating. Infuse it with sparkle.” Pat, a seasoned grocery store owner, was renowned for his exceptional marketing skills, which left a lasting impression on Jerry, who affectionately called him a “master promoter.”

Pat’s marketing strategies were unconventional yet effective. He would set up stages in the middle of the store, organize amateur talent shows – all aimed at attracting attention and setting their store apart from others. His philosophy was to create something so spectacular that it demanded attention.

During the 1960s, Jones pursued his studies at the University of Arkansas, where he played football and researched oral communication’s role in modern college football for his master’s thesis. At that time, professional sports, as Jones observed, were more of a pastime for the wealthy rather than lucrative ventures. His research laid out the fundamental principles that would eventually shape the Cowboys into a financial powerhouse: attracting corporate sponsorships, developing the team’s identity, fostering unparalleled fan loyalty, and integrating fans, corporations, and services in innovative ways.

Thirty years after their inception, these marketing principles found their place in Jones’ work as the owner of the Dallas Cowboys. In 1992, Jones introduced an innovative approach by hosting pre-game rallies at the Cowboys Stadium in Texas, which were a common feature in College Football but unheard of for a professional team. The rally, attended by around 70,000 fans, aimed to boost spirits before the Cowboys faced the San Francisco 49ers in the NFC Championship game. Jones explained in a docuseries that his goal was to foster the college-level enthusiasm among Dallas Cowboys fans. Given the deep-rooted traditions and intense rivalries in College Football, pep rallies are a usual occurrence. Although the NFL has 32 teams (only 28 in 1992) in major cities, College Football maintains a strong presence nationwide. Even states without an NFL team, like Nebraska, have sold out every game at the University of Nebraska Huskers’ 85,000-seater stadium since 1962. Jones saw an opportunity to harness the boundless fervor Americans held for college sports and believed that introducing pep rallies was a key step in bringing fans closer to the Cowboys’ world.

As a devoted fan, I was thrilled to witness our triumphant journey. In 1993, we clinched the NFC Championship game, and subsequently, we delivered an overwhelming victory against the Buffalo Bills in Super Bowl XVII. It had been since 1977 that we tasted success in the Super Bowl. The 1990s were particularly memorable for us; we secured back-to-back Super Bowl victories, with our rematch against the Bills in XVIII. Just a year later, we added another win to our tally in Super Bowl XXX of 1995, this time over the Pittsburgh Steelers. Our distinctive blue star emblem swiftly became one of the country’s most iconic symbols, and our talented players frequently adorned the covers of popular magazines such as Sports Illustrated and The Sporting News.

Pushing beyond traditional media

Additionally, these athletes weren’t just confined to sports publications. For instance, quarterback Troy Aikman adorned the cover of GQ in September 1993, dubbed as “God’s Quarterback.” Regular appearances on shows hosted by Jay Leno, Arsenio Hall, and David Letterman were commonplace. Despite football season being limited between September and February, Jones ensured the Cowboys players maintained a high profile throughout the year. Running back Emmitt Smith featured in the movie Little Giants in 1994, while wide receiver Michael Irvin and Aikman made appearances in the film Jerry Maguire. Moreover, Aikman even had a cameo in a 1999 episode of The Simpsons, with the Cowboys being Homer Simpson’s favorite team.

Throughout the ’90s, Jones was seen frequently in commercials and television shows like “Coach”, “New York Daze”, and “Arli$$,” even featuring as himself in shows such as “The Waterboy,” where Adam Sandler played a leading role in 1998. Jones’ theory of endorsement deals was becoming a reality, as regular commercials for brands such as Reebok, Lay’s, McDonald’s, Brut, and others were broadcast. “It’s the accumulation of interest and attention that creates value,” explains Jones. “I aim to make the Dallas Cowboys a never-ending soap opera, ensuring the world recognizes them as their team.

In 1995, Jones significantly elevated corporate sponsorship, going against the norm set by the NFL. Collaborating with Nike’s CEO Phil Knight, Jones revealed an exclusive sponsorship deal between the Cowboys and Nike, making them not only a partner but also a unique brand representative in the NFL. That year, the Cowboys accounted for nearly one-fifth of all NFL merchandise sales. This unprecedented partnership, as described by the New York Times, cost Nike $2.5 million annually from 1995 to 2001. In return, they were allowed to brand the Cowboys’ stadium with their famous swoosh logo, develop a theme park at the stadium, and outfit all coaches and sideline personnel in Nike-made clothing. Jones made this announcement during a live Monday Night Football broadcast, and subsequently distributed a press release that boasted “Cowboys Owner Defies NFL Again.”

As a devoted football enthusiast, I’ve got to share some intriguing behind-the-scenes action from the world of NFL. So here goes – back in the day, it turns out that my favorite team, the Cowboys, managed to step on toes with a sneaky move that violated the agreements we have with the big leagues themselves. You see, they tried to strike a deal with Nike, but here’s the kicker: all sponsorships are handled at a league level, and the profits are shared equally among all teams.

Well, Jerry Jones, being the bold visionary he is, wasn’t too pleased with that arrangement and encouraged other teams to stand up against it. His idea? Let each team reap their own profits from merchandise deals – a concept that was quite revolutionary back then.

Before this Nike deal, Jerry had already made waves by inking a deal with Pepsi to be the exclusive drinks vendor at our very own Texas stadium. This move came against the NFL-wide deal with Coca-Cola, which created quite a stir! He even went so far as to make American Express the official credit card of the Cowboys – a decision that rubbed salt in the wound, considering Visa was the official card of the entire league.

Naturally, things took a turn for the dramatic when the NFL decided to sue Jones for a whopping $300 million. But Jerry wasn’t about to back down! He fought back with a counter-suit worth an eye-popping $700 million. The legal battles were intense, but in the end, they were settled out of court. And boy, did it change the game! With Jones’ vision leading the way, teams were finally able to take control of their own sponsorships and financial destinies – a victory that still resonates today in the football world.

The larger-than-life ethos continues

The business ventures of Jones significantly enriched the Cowboys, propelling them to an immense financial prosperity that persists even in games where they win or lose. This success aligns with the philosophy Jerry Jones inherited from his father: when things are grand and captivating, they inevitably draw attention.

As a die-hard Cowboys fan, I’ve always been in awe of the grandeur surrounding my favorite team. Even after all these years, Jones continues to steer the ship with unwavering passion. In the year 2009, we took stadium construction to new heights by erecting the colossal AT&T Stadium – the NFL’s largest arena seating an impressive 80,000 spectators, expanding to a staggering 100,000 when you factor in standing room. This new abode dwarfs our previous home, Texas Stadium, by a factor of three. AT&T shells out a hefty sum of $19 million annually for the naming rights alone. The stadium is adorned with luxurious private bars and clubs, not to mention a massive 600-ton jumbotron towering 90 feet above the field – a tangible testament to Jerry Jones’ and the Dallas Cowboys’ grand vision.

Despite winning their last Super Bowl in 1995, the media’s fascination with the Dallas Cowboys remains intense today. In the 2025 season, the Cowboys will play six primetime games, surpassing the reigning Super Bowl champions, the Philadelphia Eagles, who have five. Given their disappointing 7-10 record in the previous year’s season, this is quite remarkable.

During the ’90s, it was common for Cowboys games to be broadcast on TV screens nationwide, and that trend persists even now, three decades later. This widespread presence has earned the Dallas Cowboys a reputation as a symbol of football itself, a team that even those unfamiliar with the sport would recognize. Thank Jerry Jones for that enduring popularity!

Read More

2025-08-19 21:06