It’s hard to quantify what the attention is worth to the Cowboys. But it’s even more difficult to quantify what it’s worth to Jerry himself — given that he really doesn’t believe in negative publicity.

This combination of legacy, brand power and relentless marketing under owner Jerry Jones, has made the franchise as much a business empire as a football team. Now, in the weeks ahead of the 2025 NFL season, that empire has reached a new milestone that pushes it further ahead of the league it already leads.