No matter where you go in the world, you’re bound to see someone wearing a Dallas Cowboys hat, t-shirt, jersey, or some other form of gear. Not only are the Cowboys “America’s Team,” but the star logo seems to transcend borders.
Although some may not like his football decisions, the reality is that Jerry Jones has created one of the most glamorous and profitable brands and sports franchises in the world, and he continues to do so year after year.
On Monday, Sportico released its list of the most valuable sports franchises from North America. To no one’s surprise, the Cowboys were the No. 1 team. What was surprising was by how much. The Cowboys were a whopping $630 million ahead of the next most lucrative franchise, which was the New York Yankees.
As far as football goes, they beat the No. 2 NFL team (the LA Rams) by $1.73 billion. Dallas had a one-year value change of +10%. Here’s what Sportico writer Kurt Badenhausen had to say about the Cowboys franchise:
The Jones family has been breaking barriers in the NFL ever since patriarch Jerry bought the team for $150 million in 1989. The Cowboys revolutionized how NFL teams ran their businesses locally. “America’s Team” kicked off the sponsorship wave in the 1990s; took control of its merchandise business; launched Legends; built AT&T Stadium; and opened its $1.5 billion practice facility and mixed-use development, The Star. – Badenhausen, Sportico
Sportico reveals that the Dallas Cowboys are the most valuable franchise in all North American sports with a value of $7.64 billion
This marks the third year in a row that the Cowboys have topped Sportico’s evaluations. To do get their metrics, the company interviewed over 40 lawyers, banks, and execs and searched through several public financial documents. Their findings showed that the average NFL team’s total worth went up over 18% from 2021, bringing the average among all 32 teams to $4.1 billion.
Surprisingly, the NFC East is the only division in the NFL with all four teams making the top 10 on this list. Even though people like to talk trash about how bad the division is, the Cowboys, Giants, Commanders, and Eagles bring in a lot of money.
You may be surprised to find that a team like the Jets is the seventh most valuable NFL franchise despite their recent win-loss record. On the other hand, the up-and-coming Cincinnati Bengals were the lowest valued NFL team at $2.84 billion.
The Cowboys remain on top as far as a brand and business go. But when can America’s Team get back to being at the top of the league? Hopefully sooner rather than later.