{"id":25452,"date":"2023-11-15T22:09:55","date_gmt":"2023-11-15T22:09:55","guid":{"rendered":"https:\/\/brandfinance.com\/?post_type=press-release&#038;p=25452"},"modified":"2023-11-15T22:11:03","modified_gmt":"2023-11-15T22:11:03","slug":"the-dallas-cowboys-are-once-again-the-most-valuable-nfl-brand","status":"publish","type":"press-release","link":"https:\/\/brandfinance.com\/press-releases\/the-dallas-cowboys-are-once-again-the-most-valuable-nfl-brand","title":{"rendered":"The Dallas Cowboys Are Once Again the Most Valuable NFL Brand"},"content":{"rendered":"\n<ul class=\"wp-block-list\">\n<li><strong>The Dallas Cowboys maintain their position as the most valuable NFL brand with a brand value of USD2.3 billion<\/strong><\/li>\n\n\n\n<li><strong>Surging franchise values lead to USD16.7 billion estimate for the Dallas Cowboys business<\/strong><\/li>\n\n\n\n<li><strong>The Los Angeles Chargers surge into the top 10 following a 45% brand value increase<\/strong><\/li>\n\n\n\n<li><strong>Kansas City\u2019s Super Bowl victory leads to impressive brand strength gain<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/brandirectory.com\/rankings\/nfl\" target=\"_blank\" rel=\"noopener\">View the full Brand Finance NFL 2023 report here<\/a><\/p>\n\n\n\n<p>With a brand value of USD2.3 billion, the<strong> Dallas Cowboys<\/strong> maintain their position as the most valuable NFL brand, significantly outpacing the second ranked <strong>Los Angeles Rams<\/strong>, whose brand value stands at USD1.2 billion. Notably, the Cowboys are also the most valuable sports brand in the world, ahead of English Premier League soccer team <strong>Manchester City FC <\/strong>(brand value USD1.6 billion).<\/p>\n\n\n\n<p>The Dallas Cowboys' enterprise value has significantly surged this year. Transaction values are increasing at a rate well beyond what has been seen before, with the USD6.05 billion <strong>Washington Commanders<\/strong> value now the benchmark for any US sports franchise. The revenue and profit multiples derived from that assessment suggest that the Dallas Cowboys should not reasonably be able to be purchased for less than an unprecedented 11 figure sum, with Brand Finance\u2019s estimate at USD16.7 billion. The salary cap, and assured revenue and profitability in the NFL franchise business model work to reduce risk and mean that the commercial power of the Dallas Cowboys supercharges the valuation.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"2133\" height=\"1200\" src=\"https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/11\/NFL-2023-Social-Media-Post_Most-Valuable-2133x1200.jpg\" alt=\"\" class=\"wp-image-25453\" srcset=\"https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/11\/NFL-2023-Social-Media-Post_Most-Valuable-2133x1200.jpg 2133w, https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/11\/NFL-2023-Social-Media-Post_Most-Valuable-450x253.jpg 450w, https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/11\/NFL-2023-Social-Media-Post_Most-Valuable-768x432.jpg 768w, https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/11\/NFL-2023-Social-Media-Post_Most-Valuable-1536x864.jpg 1536w, https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/11\/NFL-2023-Social-Media-Post_Most-Valuable-2048x1152.jpg 2048w, https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/11\/NFL-2023-Social-Media-Post_Most-Valuable-scaled.jpg 2560w\" sizes=\"auto, (max-width: 2133px) 100vw, 2133px\" \/><\/figure>\n\n\n\n<p>In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Compliant with ISO 20671, Brand Finance\u2019s assessment of stakeholder equity incorporates original market research data from over 10,000 sports fans worldwide. Brand strength is what attracts fans, players, investors, and sponsors to engage with the club, delivering commercial value through higher revenues, prices, especially for sponsorship, higher growth, and sponsors, reducing risks to profitability related to weak on pitch performance.<\/p>\n\n\n\n<p>This year, the Cowboys are also the strongest NFL brand, boasting a Brand Strength Index (BSI) score of 82.9 out of 100. The 91-acre all-Cowboys campus, aptly known as \u2018The Star,\u2019 encompasses team headquarters, practice facilities, and offices. Beyond symbolizing their success, The Star serves as a pivotal hub for fortifying corporate connections, housing the global headquarters of the iconic beverage brand Dr Pepper on-site. It also actively nurtures community engagement, ultimately contributing positively to the team\u2019s brand strength.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cDespite the Dallas Cowboys not winning a Super Bowl for almost three decades, what sets the team apart from other NFL brands is their remarkable off-field positioning. Under the leadership of Jerry Jones since 1989, \u2018America\u2019s team\u2019 have excelled in building a strong brand, attracting fans, and securing sponsorships. These factors are reflected in the brand and business valuations.\u201d<\/em><\/p>\n<cite>Hugo Hensley, Head of Sports Services, Brand Finance commented<\/cite><\/blockquote>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"2133\" height=\"1200\" src=\"https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/11\/NFL-2023-Social-Media-Post_Strongest-2133x1200.jpg\" alt=\"\" class=\"wp-image-25454\" srcset=\"https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/11\/NFL-2023-Social-Media-Post_Strongest-2133x1200.jpg 2133w, https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/11\/NFL-2023-Social-Media-Post_Strongest-450x253.jpg 450w, https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/11\/NFL-2023-Social-Media-Post_Strongest-768x432.jpg 768w, https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/11\/NFL-2023-Social-Media-Post_Strongest-1536x864.jpg 1536w, https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/11\/NFL-2023-Social-Media-Post_Strongest-2048x1152.jpg 2048w, https:\/\/brandfinance.com\/wp-content\/uploads\/2023\/11\/NFL-2023-Social-Media-Post_Strongest-scaled.jpg 2560w\" sizes=\"auto, (max-width: 2133px) 100vw, 2133px\" \/><\/figure>\n\n\n\n<p><strong>The Los Angeles Chargers surge into the top 10 following a 45% brand value increase<\/strong><\/p>\n\n\n\n<p>Following an impressive 45% brand value growth to USD921 million, the<strong> Los Angeles Chargers <\/strong>have jumped 17 spots to number 6. Since their relocation to Los Angeles from San Diego in 2017 and their shared residency at the state-of-the-art SoFi Stadium, the team's business has thrived, demonstrating substantial growth, even in the face of initial fan controversies surrounding the move.<\/p>\n\n\n\n<p><strong>Kansas City\u2019s Super Bowl victory leads to impressive brand strength gain<\/strong><\/p>\n\n\n\n<p>Since clinching the victory over the <strong>Philadelphia Eagles <\/strong>(brand value USD850 million) in the 2023 Super Bowl final, the <strong>Kansas City Chiefs<\/strong> (brand value USD919 million) have recorded an impressive 4.8-point increase in their BSI score to secure the position as the second strongest NFL brand in the ranking.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cThe Kansas City Chiefs, whose brand received a significant boost after their Super Bowl victory earlier this year, are now gaining attention not just for their on-field success but very recently due to the relationship between player Travis Kelce and global superstar Taylor Swift. This has not only resulted in a substantial increase in Kelce's social media followers but has also driven a notable uptick in merchandise sales and greater brand visibility. These developments may contribute to a continued strengthening of the brand in the coming year.\u201d<\/em><\/p>\n<cite>Alfred DuPuy, Valuation &amp; Strategy Director, Brand Finance North America, commented<\/cite><\/blockquote>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/brandirectory.com\/rankings\/nfl\" target=\"_blank\" rel=\"noopener\">View the full Brand Finance NFL 2023 report here<\/a><\/p>\n\n\n\n<p><strong>ENDS<\/strong><\/p>\n\n\n\n<p><strong>Note to Editors<\/strong><\/p>\n\n\n\n<p><a>Every year, leading brand valuation consultancy <\/a><a href=\"https:\/\/brandfinance.com\/\">Brand Finance<\/a> puts 5,000 of the biggest brands to the test, and publishes over 100 reports, ranking brands across all sectors and countries. The NFL\u2019s most valuable and strongest brands are included in the <a href=\"https:\/\/brandirectory.com\/rankings\/nfl\" target=\"_blank\" rel=\"noopener\">Brand Finance NFL 2023 report<\/a>.<\/p>\n\n\n\n<p>Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand strength is the efficacy of a brand\u2019s performance on intangible measures relative to its competitors.<\/p>\n\n\n\n<p>The full ranking, additional insights, charts, more information about the <a href=\"https:\/\/brandirectory.com\/methodology\" target=\"_blank\" rel=\"noopener\">methodology<\/a>, and definitions of key terms are available in the <a href=\"https:\/\/brandirectory.com\/rankings\/nfl\" target=\"_blank\" rel=\"noopener\">Brand Finance NFL 2023 report.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>View the full Brand Finance NFL 2023 report here With a brand value of USD2.3 billion, the Dallas Cowboys maintain their position as the most valuable NFL brand, significantly outpacing the second ranked Los Angeles Rams, whose brand value stands at USD1.2 billion. Notably, the Cowboys are also the most valuable sports brand in the [&hellip;]<\/p>\n","protected":false},"featured_media":4452,"comment_status":"closed","ping_status":"closed","template":"","tags":[263,29],"class_list":["post-25452","press-release","type-press-release","status-publish","has-post-thumbnail","hentry","tag-nfl","tag-usa"],"acf":[],"_links":{"self":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/25452","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release"}],"about":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/types\/press-release"}],"replies":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/comments?post=25452"}],"version-history":[{"count":5,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/25452\/revisions"}],"predecessor-version":[{"id":25459,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/25452\/revisions\/25459"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media\/4452"}],"wp:attachment":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media?parent=25452"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/tags?post=25452"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}