Football is America’s game, but its impact stretches far beyond its borders. The Dallas Cowboys have long been the most valuable franchise in football, winning Super Bowls as the sport exploded and building a dynasty filled with some of the most famous athletes in America.
Dallas is at the forefront of every national media outlet and talk show, the center of discourse, and the most polarizing team in sports. They aren’t America’s Team because they’re the most beloved. They are America’s Team because everybody has their opinion about them.
As the perennial center of attention, the Cowboys unsurprisingly reign supreme as the most famous team in sports. Unsurprisingly, they are also the wealthiest
Per Sportico’s rankings, Dallas – owned by oil tycoon Jerry Jones – is the most valuable sports team in the world.
Their most recent valuation has the Cowboys worth $9.2 billion, $1 billion more than the runner-up Golden State Warriors and over $2 billion more than the rival New York Giants.
“The Cowboys generated $1.05 billion in revenue during the 2022 season, becoming just the second sports franchise in the world to top $1 billion after FC Barcelona,” Kurt Badenhausen wrote.
Jones amassed his wealth well before purchasing America’s Team, but the Cowboys have only boosted his earnings. Kerry Jones bought the club for $150 million in 1989,” Badenhausen wrote. “The club kicked off the sponsorship wave in the 1990s; took control of its merchandise business Legends; built AT&T Stadium; and opened its $1.5 billion practice facility and mixed-use development, The Star. “Sponsorship revenue tops $200 million annually from partners such as AT&T, Bank of America, Ford Motor, Molson Coors, PepsiCo, and SeatGeek. Luxury suite revenue exceeds $100 millions
Jones’ fortunes are no secret, and neither is his craving for the attention Dallas so frequently receives. The owner is well-known for his ability to invite headlines, keep fans in suspense, and maximize the eyes on his product.
That product, however, hasn’t been as successful as Jones’ profits. Dallas is in the midst of a Super Bowl drought approaching three decades. Despite the mediocrity and the stagnation that has the fanbase riled up, few things remain as constant as the Cowboys’ bottom line.
Simply put, that’s the priority for Jones. For better or worse, it’s a brief reminder of how Dallas operates.
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