The Dallas Cowboys have not always been the most successful team, results wise, on paper. With no conference championship appearances since 1995 – the same year they last won the Super Bowl, its safe to say they have not exactly been a beacon of postseason success over the past few decades.
However, there is one thing that the team and owner, Jerry Jones has managed to do better than any other franchise: cultivate interest in the team and maintain an ardent fanbase – even amidst poor playoff fortunes for the past thirty years.
“America’s Team” has long been the most watched and most followed NFL franchise – and that has once again been reflected in its valuation.
Dallas has been the most valuable pro football franchise for the past 18 years – and now, according to Forbes Magazine, Jones has done it again, leading the pack for the 19th straight season, according to the publication’s new rankings for 2025, ahead of the start of the regular season.
Cowboys Once Again The Most Valuable NFL Franchise
“Last August, the Dallas Cowboys became the first pro sports team ever worth $10 billion.” Jason Teitelbaum and co. wrote on Thursday for Forbes, “But a handful of stake sales around the NFL over the past 12 months—as well as the $6.1 billion sale of the NBA’s Boston Celtics and the $10 billion deal for the Los Angeles Lakers—have shown that investors are more desperate than ever to join the sports franchise dogpile, and the Cowboys have now galloped right past the $11 billion and $12 billion thresholds on the way to their latest financial first down.”
And not only are the Cowboys atop the list once more, but per Teitelbaum, Brett Knight and other Forbes staff, the team’s value is up by a massive 29%, with a revenue of 1.234 billion. For context, no other franchise has a revenue of just $900 million, with the Las Vegas Raiders closest with $832 million.
“For the 19th straight year, Dallas is the NFL’s most valuable team, worth $13 billion, according to Forbes estimates”, Teitelbaum and co. continued, “—up 29% from 2024 and double its valuation from just four years ago. And the Cowboys have new company in the $10 billion club, with the Los Angeles Rams now worth $10.5 billion and the New York Giants close behind at $10.1 billion.
Can The Cowboys Continue To Be The Most Valuable Franchise Without Playoff Success?
The short answer is yes – as shown by the 19 prior years of mediocre results and yet continued high revenue, fan engagement and persistent buzz in sports media around the organization’s doings and dealings.
Dallas continues to have by far the greatest amount of following on social media at around 19.9 million, nearly three million more than the second-placed Philadelphia Eagles at 17 million.
It is worth mentioning that whilst the Cowboys have not been good in the playoffs, they have actually been relatively successful in the regular season, and tend to remain competitive for the majority of the football year. “America’s Team” has the ninth best win percentage since 2000, and has made the playoffs fourteen times over the past 30 years, almost once every two years on average.
The Cowboys may not rule at the top forever, but their lead is looking rather substantial. And for now they are once again the most valuable team in the National Football League.
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