The Brook Hollow Golf Cub in Dallas, Texas, lit up on Sunday. The Sweetheart Ball Committee members gathered to celebrate the 2025 ball. Remember the 2024 ball? It poured. The weather got so cold that a member yelled, “This is the coldest ball in history!”

Last year, they announced Ola Fojtasek as the chair for the 2025 Ball—and she invited several high-profile guests. Among them was Charlotte Jones, daughter of Cowboys owner Jerry Jones and Executive Vice President of the franchise.

Charlotte shared the exciting news with her followers via an Instagram Story. Dressed in a black gown with white floral patterns below the waist, she looked every bit like NFL royalty. Posing alongside Amir Rozwadowski, her six-word message perfectly captured her appreciation for the event: “Wonderful evening at the Sweetheart Ball.” She also took a moment to thank the chair in her story.

Charlotte Jones likely contributed to the annual fundraiser as well. For over 42 years, the event committee has dedicated itself to supporting heart disease research and development. In 2023 alone, they donated an impressive $2.7 million to cardiovascular research at UT Southwestern Medical Center.

This isn’t a new charity effort—the annual fundraiser gala is now in its 43rd year. As of 2023, the committee had raised more than $42 million over its 41-year history to support the prevention and treatment of heart disease. It’s a truly special and impactful event.

While the Cowboys EVP has been working hard to sort out the team issues, new developments are coming around the NFL. It’s mind-boggling.

Charlotte Jones eyeing multi-billion profit scheme

She has been in the headlines all over this weekend. It happened when the league announced its flag football leagues. The Cowboys EVP is looking to generate returns from the same. NFL’s chief media and business officer, Brian Rolapp, said, “We’re very early in this. The commissioner talked about it. So I think we’re pretty bullish on it.”

With media interest rising up and the sport set to debut in the 2028 LA Olympics, the interest is over the roof. The league wants to cash in on the popularity. If we factor in the media rights and other deals, then the league valuation could jump to over $111 billion. So, it’s an enormous opportunity for the owners to mint more money.

To bid for the new flag football franchise, she is even competing with the tennis legend Serena Williams. Alexis Ohanian’s Seven Seven Six venture group has also applied. The tennis star is also aiming to expand her revenue streams through her business venture, Serena Ventures.

It’s interesting how the NFL Commissioner Roger Goodell is trying to expand the league’s ventures. We can expect some crossover between the NFL and flag football from time to time. Fans are waiting. It would be crazy!