The Dallas Cowboys earned the moniker America's Team when they were both very good and very popular in the 1970s and later in the 1990s. They have not been very good in a long time and there's more animosity than ever towards the star, but that apparently hasn't made a difference in the financial world. On Tuesday, Sportico revealed the Cowboys are now the first team to be valued at over $10 billion via their own metrics. In September, Forbes valued the franchise at $9 billion.
The power of the brand is stronger than ever, in other words, and one would assume the wallet of owner Jerry Jones is, too. However, the Cowboys' decision-making in terms of finances this year have suggested otherwise. Star players Dak Prescott, CeeDee Lamb, and Micah Parsons were all eligible for contract extensions this summer, but the Cowboys have not signed any of them.
