The Dallas Cowboys may still be chasing their first Super Bowl appearance in three decades, but when it comes to the business side of football, no NFL franchise is catching America’s Team.
For the seventh consecutive year, the Cowboys sit atop Sportico’s annual NFL franchise valuations, with Dallas now estimated to be worth a staggering $15.5 billion. That represents a 21% increase from its $12.8 billion valuation a year ago and keeps the Cowboys comfortably ahead of every other team in the league.
The Los Angeles Rams rank second at $12.7 billion, followed by the New York Giants at $12 billion. The New England Patriots ($10.4 billion) and New York Jets ($10.35 billion) round out the top five.
While Dallas has spent years trying to return to the top of the NFL on the field, Jerry Jones has continued to build a financial powerhouse away from it.
Cowboys continue to separate themselves from the NFL
When Jones purchased the Cowboys for approximately $150 million in 1989, few could have imagined the franchise eventually becoming worth than 100 times that amount.
Dallas latest valuation demonstrates just how powerful the Cowboys brand has become. From sponsorships and merchandise to AT&T Stadium and the team’s massive national following, Dallas has turned its status as “America’s Team” into a business empire.
The Cowboys’ growth is even more impressive considering where they already stood. According to Forbes, Dallas became the first sports to surpass a $10 billion valuation in 2024 and was valued at $13 billion on Forbes’ 2025 list.
Sportico’s latest numbers now put the Cowboys another $2.8 billion ahead of the Rams.
But Dallas isn’t alone in experiencing explosive growth.
The average NFL franchise is now valued at $9.34 billion, up from $7.13 billion last year. Nine teams have crossed the $10 billion threshold, while even the Cincinnati Bengals — ranked last among the league’s 32 teams — are valued at $7.4 billion.
Financial success only increases pressure to win
Of course, Cowboys fans would gladly exchange some of that financial dominace for another Lombardi Trophy.
Dallas has not reached the Super Bowl since defeating the Pittsburgh Steelers in Super Bowl XXX following the 1995 season. The franchise’s inability to turn its enormous resources and popularity into postseason success remains one of the biggest storylines surrounding the organization.
That makes the contrast difficult to ignore.
Year after year, the Cowboys continue setting the standard for what an NFL franchise can become financially. Yet the standard on the field remains the one Dallas is still trying to reach.
As the Cowboys enter the 2026 season, their $15.5 billion valuation confirms one thing that hasn’t changed: regardless of what happens on Sundays, America’s Team remains the NFL most powerful brand.
