The USA TODAY Sports’ Geoff Burke
After paying $140 million for the team in 1989, Jerry Jones of the Dallas Cowboys saw the legendary NFL team win three Super Bowls by 1996. Jones’ business is doing well as the Cowboys’ NFC championship drought gets closer to thirty years.
Under Jones, the Cowboys’ franchise has undergone significant change. Jones owns AT&T Stadium, which has earned the moniker Jerryworld and is regarded as one of the top NFL stadiums in 2024. In the meantime, the franchise value of the team has skyrocketed from $784 million in 2002 to over $9 billion at this point.
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The Cowboys haven’t had much success on the field, despite being one of the most profitable teams in America and one of the most well-liked teams in professional sports. Dallas last made it to the NFC Championship Game on January 14, 1996. The team has missed the playoffs eight times since 2010.
Veteran NFL reporter Peter King gave Jones credit for performing so well in the bidding process to host World Cup games at AT&T Stadium in his most recent Football Morning in America segment. King, though, also used it as an opportunity to criticize Jones, pointing out that while the Cowboys continue to struggle in the postseason, Jons’ business is doing very well.
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“Silly.” Even after suffering one of the worst losses of his ownership, and even after the wildly unpopular decision to retain Mike McCarthy as coach, the Jerry business is booming. Jones adores the Cowboys, but he also adores the Cowboys’ business, possibly even more than the Cowboys themselves.
Peter King of NBC Sports discusses Dallas Cowboys owner Jerry Jones’s commercial success and his team’s on-field shortcomings.
As a company, the Cowboys are doing very well. The team’s fame generates enormous revenue and television ratings, ticket prices are at an all-time high, and AT&T Stadium has the highest average attendance in pro football (93,594).
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Jones, 81, is alleged to have put branding and financial gain ahead of success. In addition, the owner of the Cowboys has demonstrated an extraordinary level of commitment to his coaches and players. For example, Jason Garrett was retained for ten years in spite of the team’s 2-3 playoff record and seven missed postseason appearances.
Jones made it apparent that winning a Super Bowl was the goal when Mike McCarthy was brought on as Garrett’s replacement. Rather, Dallas has won three straight 12-5 regular season titles and has a 1-3 postseason record to show for it.
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It was anticipated going into this season’s NFL playoffs that McCarthy would need his team to do well in order for him to stay in the game. Rather, the Green Bay Packers humiliated Dallas at home, and Jones pledged right away to bring McCarthy back a few days later.
Although Jones will consistently resist
