JOURNAL ARTICLE

Dallas Cowboys Flex Brand Power as New Hosts of Tennis Tournament.

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

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Lovinger, Joe; Kelly, Jason; Fine, Julie 3 of 3

Abstract

The Dallas Cowboys, owned by billionaire Jerry Jones's family, are expanding their brand into tennis by hosting the Dallas Open tournament at their headquarters in Frisco, Texas. The tournament has been upgraded to an ATP 500 event with a $2.8 million purse, attracting top players like Taylor Fritz and Casper Ruud. The Jones family's foray into tennis comes as they aim to revamp the Cowboys after a disappointing season, with hopes of achieving on-field success and leveraging their facilities for both football and tennis events. [Extracted from the article]

Additional Information

  • Source:Bloomberg.com. 2025/01, pN.PAG
  • Document Type:Article
  • Subject Area:Sports and Leisure
  • Publication Date:2025
  • Accession Number:182581529
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