While fans pine for their first Super Bowl in almost 30 years, the Dallas Cowboys have crushed revenue records in the NFL.
From an innovative stadium to lucrative sponsorships, the success of Jerry Jones' franchise is unparalleled.
According to the latest NFL franchise valuations from Sportico, the Cowboys are worth $9.2 billion, far outpacing the second place New York Giants, valued at a touch over $7 billion.
"Jerry's been saying for a long time, the cowboys are worth $10 billion," says Kurt Badenhausen, sports valuations reporter at Sportico. "And we are getting there. You can make a good case that (the team) is worth $10 billion."
Not only are the Cowboys the most valuable NFL franchise, they are the most valuable franchise in the world in any sport, easily powering past the NBA's Golden State Warriors ($7.56 billion).
"Jerry's been a revolutionary in terms of what he's done," Badenhausen says. "With the stadium, with sponsorships, with The Star. He's recognized the power of the Cowboy brand and has used the franchise as a tent pole to move into all these different areas.
"So by our count, they're only the second franchise ever to generate more than a $1 billion in revenue in one year, and profits of $460 million in 2022."
Dude.
"But what about winning!?!" cries the randomly generated AI Cowboys fan I imagined for this report. "Wouldn't winning a Super Bowl be a GREAT way to make more money?"
Yes it would.
"We had a Sportico event, and we put that same question to (Cowboys COO) Stephen Jones." Badenhausen says. "'25 years, only four playoff wins. What would a Super Bowl mean for the Cowboys?' And (Stephen Jones) laughed. And he said, 'Well, we talk about that internally.' And he said, 'I think it might be a 50% bump to our revenue if we were to win a Super Bowl.' So that that might be an aggressive target, but for the Cowboys, for a franchise that has such a huge following, if they were to break through again and have the success that you saw them have in the mid 90's, people would be rushing to the stores or online...to snap up more Cowboys merchandise."
The Cowboys already enjoy a massive following, but imagine the surge in merchandise sales and the big jump in ticket prices if they were to lift that Lombardi Trophy once again.
You can bet the Jones family is visioning just that scenario for this season.
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