Dallas Cowboys

What Dallas Cowboys does

The Dallas Cowboys are a privately owned professional American football franchise and a member of the National Football League, founded in 1960 and headquartered at The Star in Frisco, Texas. The franchise plays home games at AT&T Stadium in Arlington, Texas — a 100,000+ capacity, wholly owned venue opened in 2009 at a cost of approximately $1.15 billion that also hosts major events including the upcoming 2026 FIFA World Cup matches. The Cowboys field one of the most valuable and globally recognized sports brands ("America's Team"), with five Super Bowl championships and an internationally acclaimed cheerleading sub-brand (Dallas Cowboys Cheerleaders) that has reached non-sports audiences via Netflix's Emmy-winning documentary series "America's Sweethearts."

The Cowboys monetize their franchise through four primary revenue streams: ticket sales (single-game, season tickets, and luxury suites at AT&T Stadium), NFL collective media rights, merchandise and licensing through the Cowboys Pro Shop (online and physical), and corporate sponsorships that monetize stadium signage, digital assets, and premium hospitality. Distribution is operated through a direct-to-consumer stack comprising the official website, iOS and Android mobile apps, an authorized Pro Shop e-commerce storefront, SeatGeek/Ticketmaster ticketing partnerships, and a broad social presence across Facebook, Instagram, YouTube, X, TikTok, LinkedIn, and Snapchat, supplemented by a podcast network (Talkin' Cowboys, Mick Shots, Cowboys Break, Player's Lounge, Cowboys StoryLine).

The franchise is wholly owned by Jerry Jones, who acquired the team in 1989 and serves as owner, president, and general manager; Stephen Jones serves as executive vice president and chief operating officer. Operations span game-day venues (Arlington), corporate headquarters and training (Frisco), and an annual training camp in Oxnard, California (extended through 2030). Active 2025–2026 roster and coaching changes — including trades for Quinnen Williams, George Pickens, and Rashan Gary, and the hire of defensive coordinator Christian Parker — reflect an ongoing competitive retooling.

Name

Dallas Cowboys

Legal name

Dallas Cowboys

Website

https://dallascowboys.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

101–250 employees

Short description

The Dallas Cowboys are a privately owned NFL franchise founded in 1960, owned by Jerry Jones, that fields a professional football team at AT&T Stadium in Arlington, Texas, and serves millions of fans and corporate sponsors through tickets, media rights, merchandise, and sponsorship revenue.

Ownership category

akta.pro rank

Product category

Professional Sports Franchise (NFL)

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121), Sporting Goods Retailers (459110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYMPAKAAAB

American Football Leagues

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Professional Sports Leagues (Domestic & International)

SECONDARYMPAGAMAG

Sports Venue Operations for Live Games (Stadiums/Arenas)

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Live Sports Events

SECONDARYCRAMABAO

Sports Collectibles, Fan Gear & Licensed Merchandise Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sporting Goods Generalist Retail

Keywords

• Professional football entertainment
• NFL game tickets
• Team merchandise sales
• Corporate sponsorship activations
• Stadium hospitality services

Headquarters

HQ city

Frisco

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Ticket Sales: Revenue generated from selling tickets to home games at AT&T Stadium in Arlington, Texas, including single-game tickets, season tickets, and luxury suites.
2. Media Rights: Revenue from NFL television and streaming broadcast rights, which are shared among all NFL teams through the league's collective media deals.
3. Merchandise and Licensing: Revenue from official team merchandise including jerseys, apparel, accessories, and collectibles sold through the Pro Shop and authorized retailers.
4. Corporate Sponsorships: Revenue from corporate partnership deals with brands seeking visibility through stadium signage, digital assets, and team association.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Dallas Cowboys operate as a professional NFL franchise delivering live football entertainment, ticket sales (single-game, season, and luxury suites), official team merchandise through the Pro Shop, branded digital content via website, mobile apps, and podcasts, and corporate sponsorship/hospitality packages. The franchise owns and operates AT&T Stadium in Arlington, Texas, and The Star training facility and corporate headquarters in Frisco, Texas. Revenue is generated across ticketing, merchandise, broadcast media rights, sponsorships, premium seating, and ancillary entertainment offerings.

Product overview

The Dallas Cowboys operates as an NFL franchise with a digital ecosystem centered on its official website and mobile applications. The product portfolio includes the main website providing news, videos, schedules, and team information; a mobile app for iPhone and Android; the Dallas Cowboys Pro Shop for merchandise; stadium and facility tours at AT&T Stadium and The Star in Frisco; an official podcast network featuring multiple shows; and the Dallas Cowboys Cheerleaders program highlighted by the Netflix documentary series 'America's Sweethearts.'

Differentiator

Problem solved

Functional benefit

Products and services

• Dallas Cowboys Pro Shop

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Green Bay Packers: The Green Bay Packers are an NFL franchise that recently acquired Micah Parsons in a trade with the Cowboys. They share league media rights and comparable franchise economics, while their community-owned (publicly held) structure provides a useful governance contrast to the Cowboys' concentrated ownership.
• Washington Commanders: The Washington Commanders are the fourth NFC East franchise and a direct divisional rival of the Dallas Cowboys. Recently sold for approximately $6B, they share league media rights, comparable sponsorship dynamics, and direct on-field competition that affects scheduling and shared fan attention.
• Los Angeles Rams: The Los Angeles Rams are a major-market NFL franchise owned by Stan Kroenke, sharing the league's media rights pool, premium hospitality revenue streams, and SoFi Stadium-based event hosting economics that are directly comparable to AT&T Stadium.
• Philadelphia Eagles: The Philadelphia Eagles are an NFC East division rival and another top-5 valued NFL franchise. They share the same media rights revenue pool, comparable corporate sponsorship dynamics, and a passionate regional fan base that drives similar ticket and merchandise economics.
• Chicago Bears: The Chicago Bears are a historic NFL franchise owned by the McCaskey family, sharing league media rights, comparable merchandising scale, and a similar pattern of long-tenured family ownership. They are a relevant benchmark for governance and brand value in legacy NFL franchises.
• San Francisco 49ers: The San Francisco 49ers are an NFC franchise owned by the York family, sharing NFL media rights and comparable enterprise value. They are a direct trade counterparty with the Cowboys (acquired Odighizuwa, traded Winters), and operate Levi's Stadium as a comparable major venue.
• New England Patriots: The New England Patriots are one of the NFL's most valuable and historically successful franchises, privately owned by the Kraft family. They share the NFL's collective media rights pool, comparable corporate sponsorship scale, and a similar pattern of privately-held, owner-operator governance.
• Houston Texans: The Houston Texans are an NFL franchise based in the same state (Texas) as the Dallas Cowboys, sharing media market dynamics, regional sponsorship pools, and divisional competition in the AFC South. They are the most direct in-state peer for stadium economics, fan base overlap, and Texas corporate sponsor competition.
• New York Giants: The New York Giants are an NFC East division rival of the Dallas Cowboys and one of the most valuable NFL franchises. They share the league's media rights pool, merchandise distribution channels, and operate in another top-tier U.S. media market, making them highly comparable in revenue scale and brand economics.
• Kansas City Chiefs: The Kansas City Chiefs are one of the NFL's most valuable franchises, owned by the Hunt family. They share league media rights, comparable merchandise economics, and have a recent track record of championship success that contrasts with the Cowboys' drought, making them a useful competitive benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/dallascowboys
• YouTubeyoutube.com/channel/UCC0BPKJxAyxjQoRTYbpW0FQ?view_as=subscriber
• Facebookfacebook.com/DallasCowboys
• LinkedInlinkedin.com/company/dallascowboys
• Instagraminstagram.com/DallasCowboys
• TikToktiktok.com/@dallascowboys?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dallas Cowboys