Dallas Cowboys
Trademark
UnclaimedThe Dallas Cowboys are a National Football League franchise and one of the most valuable and widely marketed sports brands in the United States.
Last updated October 30, 2026
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Overview
The Dallas Cowboys are a professional American football franchise based in the Dallas–Fort Worth metroplex and competing in the National Football League (NFL). The club was founded in 1960 by Clint Murchison Jr. and Bedford Wynne, began play that same year, and has been owned by the Jones family since Jerry Jones purchased the team in 1989. The Cowboys play their home games at AT&T Stadium in Arlington, Texas, and maintain their headquarters and training facility, The Star, in Frisco, Texas. As a brand, the Cowboys are among the most recognizable in American sport. The team's silver-and-blue star logo, navy and white uniforms, and "America's Team" nickname have made it a national marketing property rather than a purely regional club. The franchise has won five Super Bowl titles (following the 1971, 1977, 1992, 1993 and 1995 seasons) and has appeared in eight Super Bowls, and it holds a long record of consecutive sellouts at home. Its commercial reach extends well beyond the stadium: licensed merchandise, national television appearances, sponsorship agreements, and the team's own media and entertainment operations. The Cowboys are privately held and are not listed on a stock exchange. Forbes has repeatedly ranked the franchise as the most valuable sports team in the world, reflecting its stadium, media rights, sponsorship and merchandise revenue. Jerry Jones serves as owner, president and general manager, and his family holds senior roles in the organization. The club is a member of the NFL's NFC East division. In the brand knowledge base, the Dallas Cowboys are best classified as a sports-team trademark and entertainment property: a commercial sports franchise whose value derives from league participation, licensed merchandise, media rights and venue-based entertainment.
History
The Dallas Cowboys were established in 1960 as an NFL expansion franchise, founded by Texas oilman Clint Murchison Jr. and Bedford Wynne. The team struggled in its early seasons but reached its first NFL championship game in 1966 and won its first Super Bowl after the 1971 season, defeating the Miami Dolphins. A second title followed after the 1977 season, establishing the franchise as a national draw. A turning point came in 1989, when Arkansas businessman Jerry Jones purchased the club and immediately hired Jimmy Johnson as head coach. The partnership rebuilt the roster through trades and the draft, and the Cowboys won three Super Bowls in four seasons — after the 1992, 1993 and 1995 campaigns — behind players such as Troy Aikman, Emmitt Smith and Michael Irvin. Those titles cemented the team's status as a national brand and fueled the "America's Team" identity that had been popularized by NFL Films and broadcasters in the late 1970s. The franchise moved into Texas Stadium in Irving in 1971 and, in 2009, opened AT&T Stadium in Arlington, a venue with one of the largest video displays in professional sport and a major concert and events business. In the 2010s the club developed The Star in Frisco, a headquarters, training and mixed-use entertainment district that opened in 2016. The Cowboys have remained one of the NFL's most televised teams, with a heavy slate of national broadcast windows and Thanksgiving Day games. Commercially, the Cowboys built one of the most valuable brands in sport through licensing, sponsorship and media agreements, and Forbes has repeatedly ranked the franchise as the world's most valuable sports team. The club remains privately held by the Jones family and has not been publicly listed. On the field, the team has won NFC East division titles in multiple decades but has not returned to a Super Bowl since the 1995 season, a gap that has shaped fan and media discussion of the brand in the 21st century.
- 2016
The Star headquarters and entertainment district opens in Frisco, Texas.
- 2009
AT&T Stadium opens in Arlington, Texas.
- 1996
Fifth Super Bowl title after the 1995 season.
- 1993
Super Bowl victory after the 1992 season, beginning a run of three titles in four seasons.
- 1989
Jerry Jones purchases the franchise and hires Jimmy Johnson as head coach.
- 1978
Second Super Bowl title following the 1977 season.
- 1972
Cowboys win their first Super Bowl, defeating the Miami Dolphins after the 1971 season.
- 1966
Team reaches its first NFL championship game.
- 1960
Dallas Cowboys founded by Clint Murchison Jr. and Bedford Wynne and begin NFL play.
Products and positioning
A premium, nationally marketed NFL franchise positioned as "America's Team," built on championship heritage, a landmark stadium and one of the strongest licensed-merchandise and media brands in global sport.
NFL franchise operations and game-day experiences
Licensed merchandise and apparel
AT&T Stadium events and tours
The Star mixed-use development
Recent events
Reported
NFL fines Dallas Cowboys and New Orleans Saints $500,000 each for joint-practice fighting[3]
The NFL fined the Dallas Cowboys and New Orleans Saints $500,000 each for fighting during their joint practice scrimmage on Tuesday.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
Reported
NFL fines Dallas Cowboys and New Orleans Saints $500,000 each over joint practice brawl[4]
The NFL fined the Dallas Cowboys and the New Orleans Saints $500,000 apiece after a brawl-filled joint practice on Tuesday, August 18, 2026, in Oxnard, California. The league announced the fines on Thursday after requesting video of the workout. Cowboys owner Jerry Jones said the team will appeal the fine and plans to fine its own players involved.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
Reported
Liberty Tax announces Dallas Cowboys partnership[5]
Liberty Tax announced a five-year partnership with the Dallas Cowboys, which the release says kicked off at the beginning of the 2021–2022 NFL season.
Reported
Lowe’s partners with the Dallas Cowboys to donate Christmas trees[6]
Lowe’s announced a partnership with the Dallas Cowboys and local nonprofit organizations to distribute more than 430 Christmas trees in Dallas as part of its nationwide tree donation effort.
Sources10 sources
- 1Dallas Cowboys official websitedallascowboys.com
- 2Dallas Cowboys – Wikipediaen.wikipedia.org
- 3NFL因联合训练斗殴对达拉斯牛仔和新奥尔良圣徒各罚款50万美元bloggingtheboys.com
- 4NFL因联合训练斗殴对达拉斯牛仔和新奥尔良圣徒各罚款50万美元ketr.org
- 5Liberty Tax宣布与达拉斯牛仔队合作prnewswire.com
- 6Lowe’s 与达拉斯牛仔队合作捐赠圣诞树nbcdfw.com
- 7Cowboys and Saints fined $500,000 apiece by NFL after brawl-filled joint practiceabc13.com
- 8Cowboys and Saints fined $500,000 apiece by NFL after brawl-filled joint practicedailypress.com
- 9Cowboys and Saints fined $500,000 apiece by NFL after brawl-filled joint practicepilotonline.com
- 10NFL Hits Saints And Cowboys With Fines After Joint Practice Turned Into A Brawl999ktdy.com
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