Forbes released its latest list of the most valuable sports teams in the world, and the Dallas Cowboys once again topped the chart. The franchise is now worth $13 billion, a 29% increase from last year and the first spot in the $10+ billion club.
The Numbers Behind the Title
The Cowboys have held the top position every year since 2016, and this year’s valuation puts them at the very peak of the list. The jump to $13 billion reflects a combination of higher media‑rights fees, increased league distributions, expanded sponsorship deals, and premium seating options that have pushed overall revenues higher.
Why the Cowboys Are More Than a Football Team
“Cowboy fans are not going to be thrilled with this from the standpoint of – great, this is what we win? We don’t win the Super Bowl. We win the Forbes number one,” said RJ Choppy, host of sports talk radio on 105.3 The Fan. “We win the most valuable team. We win the most popular team. We win the most recognizable team, but we never actually win the best team. And I think fans have kind of grown tired of that. The reality is that this is what they are right now.”
Choppy points to the Cowboys’ revenue engines beyond the field. AT&T Stadium pulls in money through premium seating, sponsorships, and events, while merchandise—jerseys, hats, and other swag—sells year‑round worldwide. The training complex, The Star in Frisco, has become an economic hub for Collin County, offering restaurants, retail, event space, tours, and other attractions that fuel local development.
The Power of History and Media
“’America’s Team’ came from an NFL Films piece they did back in the 1970s. It wasn’t the Cowboys that gave themselves the moniker ‘America’s Team,’” Choppy explained. “But I’ll never not believe that it all started with Thanksgiving. Playing on Thanksgiving and being a really good team really helped propel them into that because they were in everybody’s living room at a time when everybody’s TV wasn’t set to NFL games. The Cowboys’ playing on Thanksgiving gradually became more and more popular. They were good every year. They were in the playoffs every year, 20 straight years.”
Even though the Cowboys have not appeared in a Super Bowl in three decades, Choppy believes that the Jerry Jones generation’s marketing savvy keeps the brand in the public eye. This summer, a Netflix documentary on the franchise nearly broke the internet with behind‑the‑scenes revelations. “It doesn’t matter now whether they win or lose. They’re always in the news. They just always are. Jerry Jones done a great job of making sure they’re in the news. A better job making it on the news than on the field sometimes,” Choppy joked. “[Jones] even said in the Netflix documentary, one of the first things he read was a marketing book about always making sure that you’re in the news, whether it’s good or bad. He believes that any publicity is good publicity. And people can have disagreements with that, but you can’t argue with the success.”
The $10+ Billion Club
The Cowboys sit at the top of a short list of teams whose valuations exceed $10 billion:
- Dallas Cowboys (NFL) – $13 billion
- Golden State Warriors (NBA) – $11 billion
- Los Angeles Rams (NFL) – $10.5 billion
- New York Giants (NFL) – $10.1 billion
- Los Angeles Lakers (NBA) – $10 billion
Six years ago, a valuation of $5 billion would have topped the Forbes list, but this year that figure would not even make it into the top 50. The growth of media rights, league revenue sharing, and premium product offerings has lifted valuations across the board.
A Contrast With European Soccer
Not every sport is experiencing the same surge. The top soccer clubs in Europe rose only 5% since last year, hampered by stagnant media‑rights fees, rising costs, and significant debt. This contrast underscores the unique financial ecosystem of American sports, where league structures and media contracts can drive valuations to extraordinary heights.
Key Takeaways
- The Dallas Cowboys are the world’s most valuable sports team at $13 billion, up 29% from last year.
- AT&T Stadium, The Star, and global merchandise sales power the franchise’s revenue beyond on‑field success.
- Marketing and media presence, highlighted by a Netflix documentary and Jerry Jones’s strategy, keep the brand in the spotlight.
The Cowboys’ dominance in the Forbes list reflects a broader trend of escalating valuations driven by media rights, sponsorships, and premium experiences. While the team may still be chasing a Super Bowl, its business model and brand equity continue to set it apart in the world of sports and commerce.
Hi, I’m Cameron R. Hayes, the journalist, editor, and creator behind NewsOfFortWorth.com. I built this platform with a simple purpose — to deliver fast, clear, and trustworthy news that keeps Fort Worth informed and connected.
I’ve spent more than five years working in digital media, reporting on breaking news, local government, public safety, business growth, community events, and the real stories that shape life in Fort Worth. My goal has always been the same: to provide accurate, community-focused reporting that people can rely on every day.
