DALLAS, Texas — The Dallas Cowboys have been valued at $12.8 billion, maintaining their position as the most valuable franchise in the National Football League, according to a new report released by Sportico.
The valuation represents a 24% increase from the previous year and underscores the team’s continued financial dominance in the league.
Team owner Jerry Jones purchased the Cowboys on February 25, 1989, for $140 million from H.R. “Bum” Bright. At the time, the franchise was facing financial and performance struggles. Since the acquisition, the Cowboys have seen sustained growth in value, commercial operations, and global reach.
The current valuation reflects the franchise’s strong brand identity, widespread fan base, and profitable sponsorship and media partnerships. Revenue from merchandise sales, licensing, and events at AT&T Stadium—home to the Cowboys—also contribute significantly to the team’s financial strength.
The Sportico report also ranked the Los Angeles Rams and New York Giants as the second and third most valuable franchises, at $10.43 billion and $10.25 billion, respectively. The average valuation of an NFL team now stands at $7.13 billion.
Despite the Cowboys’ high valuation, the franchise continues to face competition from other NFL teams looking to expand their revenue and global market presence. The organization remains focused on both financial growth and on-field performance, making strategic investments in technology, infrastructure, and player development.
Under Jones’s leadership, the Cowboys have become one of the most recognized sports brands worldwide. The team participates in international marketing efforts and league initiatives aimed at growing the NFL’s global footprint.
