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The Dallas Cowboys have been named the most valuable franchise in sports by Forbes Magazine with and estimated value of $4.8 Billion. Most valuable in All Sports...Worldwide. The Cowboys are more valuable than 52 of 211 countries according to United Nations GDP ranking.

Jerry Jones decided in February 1993 by firing Jimmy Johnson that he could make the Cowboys the top franchise in sports without winning back to back to back championships, without winning a championship for over 27 years, during those 27 years go through 3 years of 5-11 seasons, 3 years of 8-8 seasons, and only produce 6 plus 10 win seasons in 27 years.

To paraphrase Jerry Jones speech when he bought the Dallas Cowboys February 1989...We must get rich We will get rich..getting rich is the name of the game!!!

Jerry began cutting cost and making the Cowboys what they are today by unloading the salaries of Gil Brandt, Tex Schramm, and Tom Landry. He even took away the Landry family stadium suite. He would later fire Bob Ackles, and John Wooten cutting the scouting department in half. This would lead to the firing and final Jones make over of the Dallas Cowboys by firing back to back Super Bowl Champion Coach Jimmy Johnson which should not have been a surprise because he fired Tom Landry.

So why couldn't other franchise use this blue print for financial success? They do not have Jerry Jones the marketing and salesman juggernaut. Jerry Jones went into the NFL Hall of Fame not for success on the field but his success and entrepreneuralism off the field. He is the only owner that controls his team branding and marketing. Remember when he had Texas Stadium rebranded with Nike swoops and Pepsi colors and told the NFL that is his money not to share with other NFL owners?

He keeps the Cowboys in the media with the motto "there is no such thing as bad publicity"...He hired Bill Parcells to get his stadium and ran Parcells off with the media circus that was T.O. Head Coaches bringing Super Bowls mean nothing to him. He even hired Jason Garrett as the Cowboys defacto Head Coach in waiting as Offensive Coordinator and hired Wade Phillips as Head Coach and paid him less than Garrett. Jones marketing motto has as he said "keep the Cowboys relevant" even when the on field product is average to sub par since 1995. Jones studied the Yankees who he surpassed, and Manchester United who he also surpassed on the Forbes list. He has a flagship franchise and a flagship stadium. He has flagship players without a flagship coach. He has a flagship brand without the flagship costly championships.

Jerry Jones maybe the first NFL Hall of Fame owner to be inducted to the NFL Hall of Fame twice.
 

theoneandonly

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Jerry began cutting cost and making the Cowboys what they are today
Sigh. Not to be a ball buster, but how has this helped anybody but Jerry and his pack of useless relatives, the helicopter company, the lear jet company, the vacation home company, etc. As a fan I could give two shits every time I hear this, hasnt done a fucking thing for us.
 

Doomsday

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You're giving Jerral waaaaay too much credit, in claiming this was his plan all along. He's a snake oil salesman, not a chess player. The fact that the Dallas Cowboys continue to be the most valuable sports franchise isn't a surprise to anyone, it's not like it wasn't already a juggernaut when he bought it back in '89. The "low" sale price was more of a function of the forced sale, not of decreased value.

The cost cutting you speak of was very necessary - the business end of it was hemorrhaging money. But aside from cutting loose Landry and Schramm (they were rendered redundant) cutting Brandt loose and greatly reducing the scouting staff was Jimmy's doing. He lines all of that out in his book. Jimmy was also making phone calls to get company cars back, staff and employee suites and comp tickets cancelled, and even getting a new TV provider all while Jerry's head was still spinning. Jerry knew nothing at all about football as a business, and Jimmy was coming off a national championship college football powerhouse.

Jimmy brought in Rich Dalrymple and countless other marketing and communications management people from Miami University. The fact that Jerral has listened to these folks starting with them nixing his first idea - put the cheerleaders in bicycle shorts - doesn't make him anything other than a snake oil salesman who signs their checks.
 

Diehardblues

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It has worked because of his early success with Jimmy, the Iconic label and the addictive fan base.
 
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