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Why are the Dallas Cowboys NFL’s most valuable team even with a 30-year Super Bowl drought?

Why are the Dallas Cowboys NFL’s most valuable team even with a 30-year Super Bowl drought?

The Dallas Cowboys get ready to take the field. Their games are always a full-scale entertainment product. (Joey Held)

By Joey Held

January 29, 2025

The world sure looked a lot different the last time the Dallas Cowboys hosted the Lombardi Trophy in 1995. How are they still such a popular franchise?

Each year, Forbes ranks the most valuable franchises in sports. The publication factors in enterprise values like the franchise’s equity and debt, plus the economics of each team’s stadium. The Dallas Cowboys regularly appear at the top of these lists. They’ve been the most valuable NFL franchise since 2007 and have topped all teams in the NFL, NBA, MLB, NHL, soccer, and Formula 1 since 2016.

This year, the Cowboys were valued at $10.1 billion, the first time a team has surpassed the $10 billion mark. Yet, the Cowboys haven’t even come close to a championship since their last Super Bowl title in 1995. It’s the longest active drought in the NFL. Even worse for Cowboys fans, the team’s NFC East rival, the Philadelphia Eagles, is back in the Super Bowl for the second time in three years. 

So, why are the Cowboys still valued so highly, even when their on-field results haven’t reached the same heights?

The Dallas Cowboys brand matters

We’ll dive more into the Cowboys’ history later on, but their brand of flashy, high-octane football endeared them to a whole host of fans. If you grew up in the 1970s or 1990s, you were regularly treated to entertaining Cowboys games on national broadcasts. Kids started rooting for those Cowboys teams because there were far fewer options to choose from. For instance, Amazon Prime wasn’t streaming NFL games (or was even a thing) back then. Those kids are adults now, and many still carry the fandom.

It’s one reason why the Cowboys are called America’s Team. That massive star serving as the team’s logo is another. I’ve spotted Cowboys gear all over Texas, but I’ve also seen people rocking the franchise in other states and even overseas. By comparison, aside from “The Good Place,” have you ever seen a Jacksonville Jaguars fan in the wild?

The Cowboys’ branding is strategic, which extends to the players, with many notable Cowboys legends in high-profile spots. Troy Aikman and Tony Romo are the lead color commentators for ESPN and CBS, respectively. Jimmy Johnson has been a long-time analyst after leaving his Cowboys’ coaching gig. Michael Irvin seems to pop up all over the place. Offensive linemen typically aren’t popular, but Larry Allen is maybe the most well-known and successful guard in NFL history. 

And, of course, there are the cheerleaders. Making the Dallas Cowboys Cheerleaders is considered the top gig in professional sports, even with grueling tryouts and demanding schedules. The opportunity to dance and perform, plus the visibility that comes with being on the roster and wearing the iconic boots and star-centric outfits, is well worth the work. Cowboys cheerleaders are also regularly involved in community activities, like teaching non-competitive pom classes for kids.   

I’ve heard a few people compare the Cowboys to KISS, which is a great analogy. Would you consider KISS the best band in the world? Probably not, but their look is instantly recognizable. The branding and marketing are top-notch.

Jerry Jones is a shrewd businessman

Jerry Jones is perhaps the most criticized owner in the NFL, but he knows how to increase a business’s value. He bought the Cowboys in 1989 for $140 million. Today’s $10.1 billion valuation is a terrific return on investment.

Upon taking over the Cowboys, Jones immediately replaced head coach Tom Landry with Jimmy Johnson. By the mid-90s, the team had won three Super Bowls. Like the Cowboys Cheerleaders, Jones promotes building relationships within the community. Perhaps the best example: The Cowboys are the only team to host guided tours of its facilities while players are there. Are those tours a distraction to the players? Possibly, at least to some, but they’re a strong way to endear yourself to the community. 

The Cowboys have also typically been ahead of the curve on digital and stadium trends. The development of the team’s website, led by Jerry Jones Jr., has earned multiple awards and is one of the most expansive in the league. The elder Jones also shelled out $1.15 billion to build AT&T Stadium (previously Cowboys Stadium) in 2009. Beyond hosting Cowboys games, the stadium has hosted numerous college football contests, rodeos, concerts, motocross, basketball games, soccer matches, and even Spartan Races. The stadium is the largest in the NFL by seating capacity, holding a record 105,121 people at capacity. Its twin video screens are among the largest high-definition video screens in the world.  

When Jones bought the team, previous owner Bum Bright claimed he was losing $1 million per month. Jones has turned the team’s financial fortunes around. He was a key figure in getting Fox as the NFC’s primary broadcaster, allowing teams—and owners—to make a ton of extra money. Television revenues have only continued to grow over the years, surpassing an estimated $12 billion annually.  

Even when the critics come out—such as earlier this year when wide receiver CeeDee Lamb lost a ball in the sun because of AT&T Stadium’s unique east-west end zone positioning—it’s an opportunity for additional press. All in the name of growing the Cowboys brand.

They’ve had some high-profile rough luck

Die-hard Cowboys fans, you may want to skip ahead to the next section. This part is only going to hurt you.

Every team has its fair share of brutal defeats, but the Cowboys seem to have theirs at highly inopportune moments that are nationally broadcast.

For example, you might still shout to the heavens that Dez Bryant caught it. Maybe there’s an alternate universe where Tony Romo doesn’t fumble the snap on a simple field goal attempt—or that he outruns the defender to the end zone. Perhaps a run up the middle with no timeouts in the final seconds was not the best play in a home playoff loss to the 49ers. On the topic of the 49ers, Dwight Clark’s touchdown in the 1981 NFC Championship Game against the Cowboys was such a clutch moment that it’s now known simply as “The Catch.”

Even at a more macro level, the Cowboys finished this season with 14 fumbles lost, leading the NFL. Fumbles are a somewhat random event, and recovering them can be even more random, so leading the league is more bad luck than anything. The team also gave up 468 points, second-most among any team. Injuries are always a factor, too. This season alone saw quarterback Dak Prescott, star linebacker DeMarvion Overshown, and All-Pro lineman Zack Martin suffer significant injuries, putting a damper on this season.   

All of these moments were in high-profile games watched by millions of fans. Of course, one play doesn’t make a game, and none of these plays directly led to the other team reaching the Super Bowl. That doesn’t stop fans from wondering what if.

Their history is still impressive

The Cowboys finished 7-10 during the 2024 season and missed the playoffs entirely, while the Eagles and fellow NFC East foe Washington reached the NFC Championship Game. Since that last Super Bowl title in 1995, the Cowboys have gone 5-12 in the playoffs, never even advancing to a championship game in that span, let alone returning to the Super Bowl.

While the past 30 years have been less than stellar, the franchise’s entire history is still among the best in the NFL. Their regular season record of 569-423-6 is tied for the best winning percentage all-time among NFL teams. They’ve made the playoffs 36 times, second-best in league history, and are a top-ten team in terms of playoff winning percentage. 

The Cowboys have also won 25 divisional titles, an impressive feat. In total, the franchise has reached eight Super Bowls and won five of them. The eight appearances are tied for second among NFL teams, and the five championships are third-best in the league. From 1966 to 1985, the Cowboys never had a losing season.

Sure, this may be a lot of “back in my day,” but the history of a franchise matters. Cowboys fans hope the 2025 season provides some modern-day excitement.

This article first appeared on Good Info News Wire and is republished here under a Creative Commons license.Why are the Dallas Cowboys NFL’s most valuable team even with a 30-year Super Bowl drought?Why are the Dallas Cowboys NFL’s most valuable team even with a 30-year Super Bowl drought?

CATEGORIES: SPORTS

Author

  • Joey Held

    Joey Held is a writer and author and the founder of Fun Fact Friyay. He’s regularly planning travel adventures and encourages exploring new places with curiosity and kindness.

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