Jerry Jones’ 35-Year Legacy: 5 Decisive Moves That Propelled Dallas Cowboys’ Value Skyward by 6471.43% Ever Since He Took Over

A report from Dallas News dubbed the Cowboys owner Jerry Jones the “Jeff Bezos of sports.” And why not? Ever since he bought the Dallas Cowboys back in 1989, he has taken the team to new heights in terms of fame and as a business. Ever since the start of his professional career, Jones had been well-versed in business. He has dabbled in oil wells, insurance, and fast food, among many others, that led him to achieve a monumental feat.

Today, the Dallas Cowboys stand at $9.3B in valuation. That’s a whopping 6471.43% increase in the team’s net worth ever since he took over the team and replaced HR Bright, the previous owner. He’s had some difficulties over the years but always stayed on top. Here’s how Jerry Jones became an NFL business tycoon.

His career in the oil and insurance industries boosted his career

He chose to start his career in the fast-food industry when he was still in college. After borrowing a million dollars to start the venture, he began working with Shakey’s. The business was booming until it closed. He later joined his father’s insurance business but walked away with $500k when the company collapsed in 1970. After that, he got into the oil drilling business. After 12 of his 13 fields yielded oil, he brought a solid foundation to buy the Cowboys.

Massive deals after he bought the Cowboys

After he bought the team, he didn’t stop with the promotions. He signed a $10 million deal with PepsiCo and another $2.5M deal with Nike, amongst many others. One of them was Coors, with whom he signed a $200M extension in 2021. At the beginning of this season, Sportico reported a revenue of $650M through merchandising, food, and beverage.

F&B partnerships

He struck a deal with Papa John’s to be an exclusive pizza partner for the Cowboys back in 2004. He had a 49% ownership of over 71 Papa John’s locations in Texas. Jones also struck a deal with Wingstop after Troy Aikman did a series of commercials for an exclusive chicken wings partnership deal for five years. But it was nothing compared to the move he made in 2009.

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The AT&T Stadium, aka Jerry World

He shifted the Dallas Cowboys to a $1.2B stadium he built in 2009. With a capacity of about 100k people, Jerry World hosts concerts, NFL games, Super Bowls, and NCAA games, to name a few. His partnership with AT&T helps the club generate about $17M-19M annually. Real estate is as big of a part of the Dallas Cowboys franchise as any of Jones’ other deals.

The Blue Star

Blue Star Land, a venture started by Jones, helped build the Dallas Cowboys headquarters for more than $1.5B. He paid $225M just in taxes at some point. The property hosts a 300-room hotel, a research center, and a restaurant called the Cowboys Club. The property also boasts tenants like Old Navy, Walmart, and Dick’s Sporting Goods.

Today, Jerry Jones celebrates his 35th anniversary as the Dallas Cowboys owner, and he is giving a lot back to the community in various ways. All of his ventures give back to the state of Texas in taxes, provide employment, and help with the state’s healthy economy, not to mention the publicity of the NFL.

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