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Forbes estimates the Cowboys are worth $1.81 billion

Jerry Jones AP

In 1989, Jerry Jones bought the Dallas Cowboys and Texas Stadium for $140 million. Today, according to Forbes magazine, the Cowboys are worth $1.81 billion.

Who says NFL owners aren’t doing well?

According to Forbes, which is out with its latest list of the most valuable franchises in sports, the Cowboys are the second-most valuable franchise in the world, barely behind English soccer team Manchester United, which is worth an estimated $1.86 billion. Manchester United is owned by the same Glazer family that owns the Tampa Bay Buccaneers.

Forbes ranks the New York Yankees third at $1.7 billion, the Washington Redskins fourth at $1.55 billion, Spanish soccer team Real Madrid fifth at $1.45 billion and the New England Patriots sixth at $1.37 billion.

In seventh place is English soccer team Arsenal (owned by Rams owner Stan Kroenke) at $1.19 billion, and rounding out the top 10 are three more NFL teams: The New York Giants at $1.18 billion, the Houston Texans at $1.17 billion and the New York Jets at $1.14 billion.

Overall, eight of the 12 most valuable sports franchises in the world are NFL teams. We’d urge NFL owners to consider how much value their franchises will lose if they alienate their fans by failing to end the lockout soon.

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60 Responses to “Forbes estimates the Cowboys are worth $1.81 billion”
  1. rayvens says: Jul 14, 2011 8:48 AM

    Who says NFL owners aren’t doing well?
    —————————
    And the Rich just keep getting Richer….

  2. Marv says: Jul 14, 2011 8:49 AM

    Proves that the biggest leverage the players have is the lockout – while it also is the owners biggest leverage.

    This shows how stupid things are right now!

  3. Little Earthquake says: Jul 14, 2011 8:49 AM

    I estimate Cowboys are worth between 3 and 5 wins.

  4. 1standlong says: Jul 14, 2011 8:50 AM

    The Texans don’t fit with that list.

  5. lawyermalloy says: Jul 14, 2011 8:53 AM

    Imagine what they would be worth if they weren’t run by the “keystone cops”!

  6. twitter:Chapman_Jamie says: Jul 14, 2011 8:53 AM

    “Overall, eight of the 12 most valuable sports franchises in the world are NFL teams. We’d urge NFL owners to consider how much value their franchises will lose if they alienate their fans by failing to end the lockout soon.”

    Sorry MDS, but you are showing bias once again. The players have just as much interest in keeping the NFL teams valuable as their value is in a direct correlation to how much money they can earn. It is in the best interest of both sides to end this situation ASAP. Keep your bias at the door sir.

  7. blakebuchanan87 says: Jul 14, 2011 8:54 AM

    no link?

  8. hawkeye6 says: Jul 14, 2011 8:58 AM

    Pocket change! LOL.

  9. southcakpanther says: Jul 14, 2011 8:59 AM

    Glad to see my Panthers at # 17 in the world. Not bad for an expansion team. The Falcons at 36 is some funny stuff.

  10. drgfri says: Jul 14, 2011 9:00 AM

    Worth 1.8 billion whining a-holes more like it!

  11. marthisdil says: Jul 14, 2011 9:00 AM

    Subtract out all of the debt that the teams have and then re-evaluate….add up all the player salaries and compare then…

    You’ll see it’s not as far off….

    $1.8 billion isn’t a whole lot when you consider that they still owe what, $1 billion on the stadium or whatever….

  12. drgfri says: Jul 14, 2011 9:01 AM

    Funny. That’s EXACTLY how much Jerry Jones spent on Botox to get his face to look like that.

  13. biggerballz says: Jul 14, 2011 9:02 AM

    okay, but who’s actually going to be able to afford the cowboys and be willing to pay 1.3 billion? mark zuckersburg? just like facebook is worth 5 billion because some analyst says so.

  14. Southpaw says: Jul 14, 2011 9:09 AM

    Man, at first I thought “Estimated 1.81 billion? That’s a pretty specific number…” …and then I realized that the 1/100th of a point there represented 10 million dollars, aka probably something I’ll never see in my life.

  15. krow101 says: Jul 14, 2011 9:12 AM

    Hard to believe that such a sad and unsuccessful franchise remains the face of the NFL to the casual fan.

    It’s almost like British royalty … right down to the inbreeding.

  16. dickroy says: Jul 14, 2011 9:13 AM

    Jerry don’t concede anything to those players. You have to make more money or you could end up bankrupt.

  17. bluvayner says: Jul 14, 2011 9:14 AM

    ….and how much has Jones invested back into the franchise to make it worth that much? You can start with the billion dollars that he spent on the stadium, which still has to be paid off.

  18. dmaziuk says: Jul 14, 2011 9:24 AM

    While I don’t have the data in my hands at the moment, I seem to remember a litany of articles over the last 18-24 months discussing instances of Forbes grossly overvaluing a number of different companies.

    I’m not saying that this is the case currently. But it is worth noting that Forbes is not the authority in appraising companies by any means.

  19. savocabol1 says: Jul 14, 2011 9:29 AM

    I’m not sure I understand why the Redskins are worth so much. They have been a crappy team for as long as I can remember. All they do is overpay for washed up free agents. Their stadium is nothing to get hung up on and their fan base is regional at best.

  20. movieman5 says: Jul 14, 2011 9:29 AM

    The cowboys are like that saying, They have a 1.8 billion dollar body but have a two cent brain. Really ashame actually.

  21. deadmanwalking47 says: Jul 14, 2011 9:32 AM

    facebook is worth 25 billion,according to 60 minutes.
    i’m shocked that the yankees are’nt number 1.they have to be the most well known sports team in the world.

  22. ac0117 says: Jul 14, 2011 9:34 AM

    Imagine if they were winning

  23. dbellina says: Jul 14, 2011 9:39 AM

    The Patriots may only be ranked sixth, but Tom Brady is priceless.

  24. dangonavyboy says: Jul 14, 2011 9:47 AM

    well love him or hate him i give jerry props..thats a pretty insanse turn around..people always rip jerry but in reality he has done more for nfl than like 99% of the owners..he is what helped alot of teams to start gettin there own indorsment deals..remember back in the 90’s when coca cola was the drink of the nfl..and jerry was like well the cowboys will go with pepsi instead..man owners ripped him and tore him down..and then when he said he will control the prices of all his merchendise..now guess what..all the other teams are doin it..signin local deals with companies..or big deal with companies to sponsor the team….and who started the stadium naming rights war thats ohh soo huge now..jerry has done alot to change the game..

  25. phinfan says: Jul 14, 2011 9:51 AM

    I bet its worth twice that much without Jerry Jones.

  26. abninf says: Jul 14, 2011 9:52 AM

    No surprise considering there’s more Dallas fans at road games than home team fans, and if you travel to other countries most NFL clothing you’ll see being worn is Cowboys gear. Obviously they’re the most popular NFL team around the world.

  27. closisgood says: Jul 14, 2011 9:59 AM

    Dallas: Go big or go home.

  28. maddog111 says: Jul 14, 2011 10:05 AM

    dangonavyboy says:
    Jul 14, 2011 9:47 AM
    well love him or hate him i give jerry props..thats a pretty insanse turn around..people always rip jerry but in reality he has done more for nfl than like 99% of the owners..he is what helped alot of teams to start gettin there own indorsment deals..remember back in the 90′s when coca cola was the drink of the nfl..and jerry was like well the cowboys will go with pepsi instead..man owners ripped him and tore him down..and then when he said he will control the prices of all his merchendise..now guess what..all the other teams are doin it..signin local deals with companies..or big deal with companies to sponsor the team….and who started the stadium naming rights war thats ohh soo huge now..jerry has done alot to change the game..
    ————————————————
    I don’t think anyone would argue with you, that Jones is an excellent businessman. The problem is he’s an awful GM.

  29. therealsmiley says: Jul 14, 2011 10:08 AM

    Why are the Redskins worth so much? Because of our fans. Hail!!

  30. dangonavyboy says: Jul 14, 2011 10:11 AM

    wait i fix gotta fix a comment..the cowboys are the ONLY team the controls there merc sales..jerry opted out of the nfl deal to control the pricin of all his own stuff..so yeah..another door blown open by jerry..

  31. dangonavyboy says: Jul 14, 2011 10:16 AM

    maddog111: as a cowboys fan i agree with you 100%..he is a bad gm..great owner..wants to win..has the mindset..just knows how to run the business end better than the football players end

  32. goawayeverybody says: Jul 14, 2011 10:17 AM

    One of the reasons teams like the Redskins and Texans are worth so much is that they both are situated in huge metro areas with enormous fan bases.

  33. melonnhead says: Jul 14, 2011 10:19 AM

    Hard to believe that such a sad and unsuccessful franchise remains the face of the NFL to the casual fan.

    —————————————————————

    ha ha ha ha ha!

    Second highest winning percentage in the NFL (.576).

    A league championship for every 10 years of existence.

    You are clearly on hard drugs.

  34. melonnhead says: Jul 14, 2011 10:22 AM

    ….and how much has Jones invested back into the franchise to make it worth that much? You can start with the billion dollars that he spent on the stadium, which still has to be paid off.

    ————————————————————–

    The Cowboys don’t own the stadium. However, Jones does get to keep most of the money that it generates.

    How do you know it’s not been paid off, though?

  35. jw731 says: Jul 14, 2011 10:25 AM

    They haven’t been worth a dime since Jimmy Johnson left if you ask me…….

  36. dirtdawg55 says: Jul 14, 2011 10:29 AM

    So the franchise is worth 13x what it was in 1989. Wonder how much the NFL payroll and average player salary has gone up since then?

  37. broncobourque says: Jul 14, 2011 10:58 AM

    MDS, you seem to be missing the point on the lockout. While the owners could potentially lose some value in the short term if they alienate some fans with a long lockout, they will gain a lot more value if they sign a better deal for the owners side. The Cowboys are worth $1.81B in a system that favors the players more than the next one will, just think what they will be worth after they lower their labor costs.

  38. melonnhead says: Jul 14, 2011 10:59 AM

    They haven’t been worth a dime since Jimmy Johnson left if you ask me…….

    —————————————————————

    Nobody asked you. However, the Cowboys were able to win a Super Bowl two years after Johnson left. Johnson was not able to win more than 10 games after he left. The Dolphins were a 9-7 team when he got there and a 9-7 team when he left.

  39. stunzeed5 says: Jul 14, 2011 11:02 AM

    @savocabol1

    Wow, follow football much? The Redskins are valued that much because of their massive, miserable, devoted fanbase; of which I am one.

    Don’t be pissed because your WNBA team didn’t make the top 10,000. Keep buying the merchandise though; nothing cooler than a guy in WNBA jersey.

    BTW: Cowboy hater, but a realist. They are a marketing and fan (albeit a big bandwagon) juggernaut.

  40. wethog66 says: Jul 14, 2011 11:06 AM

    @savocabol1

    LiL Danny Snyder bought both the team and the stadium. How many owners in the NFL, or any professional sport for that matter, can lay claim to owning both the franchise and the stadium they play in? I’m not sure myself, but I wouldn’t be surprised you can count them up on one hand.

    As for FedEx, the stadium is crap, but thats what happens when the stadium is built in a hurry (cause Jack Kent Cooke wanted it done before he died) and built in a location that was settled on when the folks that run DC forced JKC out of town. LiL Danny has put in a huge amount of money into the stadium since he bought it. Its easily 10x better now then back in ’99, but its still crap. A modern version of the cookie cutter stadiums like 3 Rivers. Big, round, and un-inspiring.

  41. southcakpanther says: Jul 14, 2011 11:21 AM

    Cowboy fans and Saint fans. The bane of my existence. But I digress…

    FYI the Panthers own BofA stadium.

  42. ocho says: Jul 14, 2011 11:24 AM

    interesting how something can be worth so much and so little all at the same time…

  43. jw731 says: Jul 14, 2011 11:24 AM

    Oh look, melonhead is gonna play the cut and paste game and be Jerry’s bodyguard…How cute honey. Yes, i’m sure that title that Switzer won while eating hot dogs on the sidelines was the result of Jerry’s doing, and not the players Johnson put together….And how long ago was that again?…I say keep the skelator in the film room on monday mornings with the coaches after games…He can make as much money as he wants off of you schleps…….

  44. bangthedrum22 says: Jul 14, 2011 11:53 AM

    @ melonnhead

    However, the Cowboys were able to win a Super Bowl two years after Johnson left. Johnson was not able to win more than 10 games after he left. The Dolphins were a 9-7 team when he got there and a 9-7 team when he left.

    ——————–
    Agreed with you up untill this comment. Switzer won with Jimmys rosters.. If jerry had let things be the boys would have won 3-4 more bowls, they were that good. Just becasue jimmy didnt win with the fins dosent mean he wansnt a great coach

  45. tommyf15 says: Jul 14, 2011 12:03 PM

    twitter:Chapman_Jamie says:
    Sorry MDS, but you are showing bias once again. The players have just as much interest in keeping the NFL teams valuable as their value is in a direct correlation to how much money they can earn. It is in the best interest of both sides to end this situation ASAP. Keep your bias at the door sir.

    Sorry JC, but you are showing bias once again.

    Would an educated person really think that the players (ie employees) have an equal level of interest as those who actually own the teams?

    Wow, I guess that’s why we see that at every workplace. Or not.

    It’s time for someone to keep their bias at the door, alright.

  46. geniusesq says: Jul 14, 2011 12:13 PM

    1.8099999 Billion more than they’re worth.

  47. tommyf15 says: Jul 14, 2011 12:14 PM

    marthisdil says:
    $1.8 billion isn’t a whole lot when you consider that they still owe what, $1 billion on the stadium or whatever….

    Actually Forbes does consider a company’s debt into consideration when measuring the worth of a company.

    So if Jones didn’t owe the $1 Billion (which sounds high anyway) the Cowboys would be worth $2.8 Billion.

  48. thingamajig says: Jul 14, 2011 12:28 PM

    Dallas Cowboys = All hat and no cattle

  49. robmix8 says: Jul 14, 2011 12:31 PM

    texans & redskins are worth that much because they attract the haters of dallas. “the enemy of my enemy is my friend.

  50. pftequalsgreatjournalism says: Jul 14, 2011 1:11 PM

    maddog111 says:

    I don’t think anyone would argue with you, that Jones is an excellent businessman. The problem is he’s an awful GM.

    ———————————

    Painfully true to us Cowgirl fans…

    And Jimmy built the team that Switzer used to win so child please….

  51. melonnhead says: Jul 14, 2011 1:39 PM

    Agreed with you up untill this comment. Switzer won with Jimmys rosters..

    ———————————————————-

    Ken Norton, Kevin Gogan, Alvin Harper, Mark Stepnoski, Tony Casillas, Kevin Smith, James Washington. All Super Bowl 28 starters, all gone by Super Bowl 30 or placed on IR after the first game of the 1995 season (Kevin Smith).

  52. melonnhead says: Jul 14, 2011 1:41 PM

    Oh look, melonhead is gonna play the cut and paste game and be Jerry’s bodyguard…How cute honey. Yes, i’m sure that title that Switzer won while eating hot dogs on the sidelines was the result of Jerry’s doing, and not the players Johnson put together

    ——————————————————-

    You must think that the 1995 Cowboys are the best team in NFL history to win the Super Bowl without a coach like you seem to think they did.

  53. melonnhead says: Jul 14, 2011 1:45 PM

    ….and how much has Jones invested back into the franchise to make it worth that much? You can start with the billion dollars that he spent on the stadium, which still has to be paid off.

    —————————————————————

    You know, it just occurred to me that you seem to think that an owner investing a lot of money back into the franchise is a bad thing. You wouldn’t be a Bills or Bengals fan by any chance, would you?

  54. melonnhead says: Jul 14, 2011 1:57 PM

    BTW: Cowboy hater, but a realist. They are a marketing and fan (albeit a big bandwagon) juggernaut.

    ————————————————————–

    Right, because fans often ride the bandwagon over to 6-10 teams.

  55. jw731 says: Jul 14, 2011 3:16 PM

    Do fans really care about the net worth of the owner…..and if so…..Why?

  56. bangthedrum22 says: Jul 14, 2011 4:35 PM

    @melonnhead
    They win that superbowl with dave campo/anyone as coach,, to suggest that the cowboys coaching staff has been/ was better without jimmy is ludricris. You named 7 guys out of a 50+ man roster. Not really a big change. That team was loaded.

  57. txhc says: Jul 14, 2011 5:15 PM

    “dangonavyboy says:
    Jul 14, 2011 10:16 AM
    maddog111: as a cowboys fan i agree with you 100%..he is a bad gm..great owner..wants to win..has the mindset..just knows how to run the business end better than the football players end”

    That’s why we Cowboys fans get so frustrated with him. We all realize how awesome of a marketer/businessman he is but with that comes the fact that he is an arrogant SOB that has to have his hands in EVERYTHING. His ego will not let him step aside and hire a GM. He has to be a maverick and do it his way to prove to everybody else it can be done that way. It’s a double edged sword. Basically where I’m at with it is I don’t root for Jerry’s wallet, I root for the Cowboys. I don’t care how much the Cowboys are worth, I just want to get back to greatness and win some more championships.

  58. melonnhead says: Jul 14, 2011 5:57 PM

    They win that superbowl with dave campo/anyone as coach,, to suggest that the cowboys coaching staff has been/ was better without jimmy is ludricris. You named 7 guys out of a 50+ man roster. Not really a big change. That team was loaded.

    ————————————————————

    Yeah… I named 7 guys that happened to be starters in Super Bowl 28. And I forgot to mention Jim Jeffcoat, so it’s actually 8. And I never suggested that the coaching staff was or has been better without Johnson… I just stated a fact.

  59. 1bigtex says: Jul 14, 2011 8:21 PM

    Criticize Jerry all you want, but Jones bet every last dime he could lay his hands on to buy a franchise that was losing a million dollars a month. Now he owns the most valuable NFL franchise in the world and it’s due basically to his own hard work. Anyone who says that he hasn’t been successful is talking out their ass.

  60. mdnittlion says: Jul 14, 2011 8:57 PM

    If the Redskins have so much why did Snyder sue his season ticket holders?

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