Kevin Jairaj-Imagn Images

Cowboys Get $2.9 Billion News Amid NFL Season

Originally posted on Gridiron Heroics
By Angelo Guinhawa | Last updated Dec 21, 2025 9:15 PM ET

The Dallas Cowboys received massive financial news in the middle of the NFL season, reinforcing their status as the most valuable franchise in professional sports. A new valuation places the sports team at $13 billion, representing a $2.9 billion increase from last year.

The jump is significant even by the standards of modern sports economics. Just one year ago, the Jerry Jones-owned franchise were valued at $10.1 billion, already leading the industry. The latest increase highlights the continued growth of the league and the team’s unmatched position within it.

Feb 6, 2025; New Orleans, LA, USA; Jerry Jones on the red carpet before Super Bowl LIX NFL Honors at Saenger Theatre. Mandatory Credit: Kirby Lee-Imagn Images

Several factors drive the Cowboys’ rise. The franchise benefits from league-leading media revenue, premium sponsorships and global brand recognition. Its centralized ownership structure allows for aggressive commercial strategy, while AT&T Stadium remains one of the most lucrative venues in sports through events far beyond football.

The league’s overall financial strength has also played a major role. Media rights agreements continue to soar, and revenue sharing ensures stability across the league. With nearly every team ranking among the world’s most valuable franchises, the franchise stands at the peak of a system designed for sustained growth.

Dallas Cowboys’ Value Rose by $2.9 Billion Amid Current NFL Season

Jul 26, 2025; Oxnard, CA, USA; Dallas Cowboys owner Jerry Jones at training camp at the River Ridge Fields. Mandatory Credit: Kirby Lee-Imagn Images

The Cowboys remain the most valuable sports team in the market as their worth increased by $2.9 billion. This is detailed more in a report by Brett Knight and Justin Teitelbaum for Forbes.

#1. Dallas Cowboys: $13 billion

Owner: Jerry Jones

One-Year Change: 29%

What makes Dallas unique is its ability to monetize identity as much as performance. Despite mixed on-field results in recent seasons, the franchise consistently leads in merchandise sales, sponsorship value and overall brand power. That resilience separates Dallas from competitors in other leagues and even within the NFL.

The $2.9 billion increase underscores how the team operates in a different financial tier. As the league continues expanding its global footprint, Dallas remains the benchmark for sports business success. The valuation confirms that while championships matter, brand dominance and long-term strategy can be just as powerful in defining a franchise’s legacy.

This article first appeared on Gridiron Heroics and was syndicated with permission.

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