JOURNAL ARTICLE

How the Dallas Cowboys Became the Most Valuable Sports Team.

  • Published In: Time.com, 2025. P. N.PAG 1 of 3

  • Database: Academic Search Ultimate 2 of 3

  • Authored By: Levitt, Barry 3 of 3

Abstract

The article focuses on the Netflix docuseries *America's Team: The Gambler and His Cowboys*, which examines how Jerry Jones transformed the Dallas Cowboys into the most valuable sports franchise globally, valued at $10.1 billion. It highlights Jones' marketing strategies inspired by his father, including pioneering brand sponsorships, fan engagement through pep rallies, and year-round media presence for players. Jones notably challenged NFL norms by securing exclusive corporate deals, such as with Nike, leading to legal battles that ultimately allowed teams greater control over their sponsorships. The Cowboys' continued prominence, exemplified by the construction of the expansive AT&T Stadium and frequent primetime games, reflects Jones' ethos of making the team "bigger than life."

Additional Information

  • Source:Time.com. 2025/08, pN.PAG
  • Document Type:Article
  • Subject Area:Sports and Leisure
  • Publication Date:2025
  • ISSN:2476-2679
  • Accession Number:187417009
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