The Dallas Cowboys continue their reign as the NFL’s most valuable brand, with a brand value of $2.9 billion, according to a new report by Brand Finance.
This growth, driven by increased revenues, higher ticket prices, and a new TV rights deal, solidifies their position as not only the top NFL brand but the most valuable sports brand globally.
The Cowboys’ lead remains formidable, their brand value more than double that of the San Francisco 49ers, which climbed to $1.4bn after a 48% increase. The Chiefs, propelled by their Super Bowl LVIII win, surged in brand value to $1.2bn, now placing them third.
The Cowboys are also the NFL’s strongest brand, with a Brand Strength Index (BSI) score of 85.1 out of 100. Brand Finance research reveals that the Cowboys’ 10 out of 10 score for team following reinforces their position as the NFL’s most-followed team worldwide.
Hugo Hensley, head of Sports Services, Brand Finance, noted: “The Dallas Cowboys’ brand value of $2.9bn highlights their winning record of 89-64 since 2015, but also the strategic vision behind their success. Under the guidance of Charlotte Jones, chief brand officer and Jerry Jones’s daughter, the Cowboys have masterfully cultivated their brand identity.”
30 out of 32 brands recorded an increase in brand value as the league’s new TV rights deal has boosted revenues across the board. The New York Jets saw the largest rise in brand value, up 50% to $719 million.
With sports betting now legal in 38 states in the US, NFL partnerships with betting brands like Caesars and FanDuel have deepened, creating more immersive fan experiences. Brand Finance data shows that 19% of NFL followers placed a bet in the past year.
