The National Football League’s (NFL) Dallas Cowboys are considered the most valuable sports brand in the world, with Brand Finance’s 2024 NFL report estimating the franchise’s brand value at US$2.9 billion.
Confirmed:
Cowboys grew their brand value by 28 per cent on the previous year They are also considered the strongest NFL team brand with a brand strength index (BSI) score of 85.1 out of 100 The Cowboys’ brand value was more than double the second-placed San Francisco 49ers, whose brand valuation grew by 48 per cent year-over-year (YoY) to US$1.4 billion The Kansas City Chiefs complete the top-three with a brand valuation of US$1.2 billion Both franchises also featured in the top three strongest NFL team brands, with the Chiefs’ score (84.7) narrowly beating out the 49ers (83.7)
Context:
The Cowboys grew their value even further thanks to the NFL’s new domestic broadcast deals rights deal, higher ticket prices at AT&T Stadium, and increased total revenues. Their brand value now exceeds Spanish soccer titan Real Madrid (US$1.8 billion) to become the most valuable global sports brand. The NFL franchise’s high BSI score was driven by perfect marks in the team following category, as well as strong performances in the squad investment, brand image and management categories.
Brand Finance found that 30 of the 32 NFL franchise increased their respective brand value as part of this year’s ranking, thanks to the league’s new TV rights deals providing a major revenue boost. The teams who saw the biggest rise were the New York Jets and Baltimore Ravens, who increased their valuations by 50 per cent YoY.
Comment:
“The Dallas Cowboys’ brand value of US$2.9 billion highlights their winning record of 89-64 since 2015, but also the strategic vision behind their success,” said Hugo Hensley, head of sports service at Brand Finance.
“Under the guidance of Charlotte Jones, chief brand officer and Jerry Jones’s daughter, the Cowboys have masterfully cultivated their brand identity. The team management’s focus on brand value is evident as the Cowboys’ brand is more valuable than the five lowest-value NFL team brands combined.”
Coming next:
The Cowboys are next in action against the Houston Texans on 18th November, as the NFL enters the second half of the 2024/25 regular season.