The Dallas Cowboys haven’t won the Super Bowl since 1996, but the franchise is a huge moneymaker for owner Jerry Jones.

That value is driven by the Dallas Cowboys brand rather than what they’ve done on the grill.

The franchise, now valued at over $6.5 billion, became the most valuable sports team in the world in 2016 when they edged out Real Madrid.

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super cash cowboys

Currently, the Dallas Cowboys’ biggest rivals in terms of value are equally iconic sports brands such as the New York Yankees, Knicks and Spanish soccer royalty Real Madrid and Barcelona.

NFL football has a huge national television market and is growing in popularity around the world, and its appeal has helped make the Dallas Cowboys the biggest brand in sports.

Every NFL team has eye-popping TV deals and any franchise in the league will likely cost a potential buyer north of $1 billion at a minimum, with the average value estimated at $3.5 billion.

The Cowboys franchise generated nearly $1 billion in revenue in a pandemic-hit season and extended its lead atop the value charts.

Super Bowl Drought

Ironically, the Cowboys rose in value in direct contrast to their performance on the field, although Super Bowl wins don’t really paint the full picture of how things played out in Dallas.

The blue star logo is famous around the world, and their cheerleaders have also played their part in making the brand even more visible.

The Cowboys have done well enough on the field to satisfy their sponsors and business partners.

Although some of their most enduring fans may be a bit frustrated with how and when the Cowboys choose to spend their salary cap, they have always maintained a good squad of players with a handful of big stars.

Dallas Cowboys Michael Gallup #13, Dak Prescott #4 and Randall Cobb #18 celebrate after scoring a touchdown in Arlington, Texas. Photo: Tom Pennington/Getty Images

Jerry Jones made the Dallas Cowboys untouchable

Under Jones’ ownership, the Cowboys grew from a team that was worth an estimated $150 million in 1989 to a multi-billion dollar organization considered by many to be the model of managing a professional sports team.

With the NFL proposing expansion into Europe as early as 2025, the Cowboys could become even more popular than they already are.

The Dallas Cowboys are the most valuable sports team in the world due to savvy management, terrific marketing, and phenomenal popularity.

In an unpredictable 2022/23 season, we could see the current Dallas Cowboys roster pick up the Super Bowl rings in February, but the franchise should continue to increase in value regardless of what happens on the field.