Dallas Cowboys

Dallas Cowboys quarterback Dak Prescott looks to make a pass during the first quarter against the New England Patriots at Gillette Stadium in Foxborough, Massachusetts, USA, 17 October 2021. Photo: EPA/CJ GUNTHER

Why the Dallas Cowboys are the most valuable sports team in the world

The Dallas Cowboys have not won the Super Bowl since 1996, but the franchise is a massive money-spinner for its owner Jerry Jones.

Dallas Cowboys

Dallas Cowboys quarterback Dak Prescott looks to make a pass during the first quarter against the New England Patriots at Gillette Stadium in Foxborough, Massachusetts, USA, 17 October 2021. Photo: EPA/CJ GUNTHER

The Dallas Cowboys have not won the Super Bowl since 1996, but the franchise is a massive money-spinner for its owner Jerry Jones.

That value is driven by the Dallas Cowboys brand rather than how they have done on the gridiron.

The franchise, now valued at more than $6.5 billion, became the most valuable sports team in the world in 2016 when they streaked ahead of Real Madrid.

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The great cash Cowboys

Currently, the Dallas Cowboys’ biggest rivals in terms of value are equally iconic sporting brands such as the New York Yankees, the Knicks and Spanish footballing royalty Real Madrid and Barcelona.

NFL football has an enormous domestic TV market and is growing in popularity worldwide, and its appeal has helped make the Dallas Cowboys the biggest brand in sport.

Every team in the NFL benefits from mind-blowing TV deals and any franchise in the league will likely cost a prospective buyer north of a billion dollars as a bare minimum with the average value estimated at $3.5 billion.

The Cowboys franchise generated close a billion dollars in revenue in a pandemic-hit season, and extended their lead at the top of the value charts.

Super Bowl drought

Ironically the Cowboys have surged in value in direct contrast to how well they were doing on the field, although Super Bowl wins don’t really paint the full picture of how things have gone in Dallas.

The blue star logo is famous the world over, and their cheerleaders have also played their part in getting the brand even more exposure.

The Cowboys have done well enough on the field to keep their sponsors and commercial partners happy.

Although some of their more long-suffering fans might be a bit frustrated by how and when the Cowboys choose to spend their salary cap, they have consistently maintained a good group of players featuring a handful of big stars.

Dallas Cowboys
Michael Gallup #13, Dak Prescott #4, and Randall Cobb #18 of the Dallas Cowboys celebrate after scoring a touchdown in Arlington, Texas. Photo: Tom Pennington/Getty Images

Jerry Jones has made the Dallas Cowboys untouchable

Under the ownership of Jones, the Cowboys have gone from a team that was worth around $150 million in 1989 to a multi-billion dollar organisation considered by many to be the blueprint for running a professional sports team.

With the NFL proposing an expansion into Europe as soon as 2025, the Cowboys might become even more popular than they already are.

The Dallas Cowboys are the most valuable sports team in the world because of shrewd management, terrific marketing and phenomenal popularity.

In an unpredictable 2022/23 season, we might just see the current Dallas Cowboys roster pick up Super Bowl rings come February but the franchise is likely to continue to increase its value regardless of what happens on the field.