Dallas Cowboys proprietor Jerry Jones ranked second in CNBC’s record of the world’s most useful sports activities empires.
Los Angeles Rams chief Stan Kroenke topped the record because of a $21.17 billion portfolio that additionally contains the Denver Nuggets, Colorado Avalanche and EPL soccer group Arsenal.
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Jones’ property had been valued at $15.53 billion, which included the Cowboys and The Star in Frisco — a 91-acre campus constructed because the group’s HQ and observe facility.
However the billionaire mogul has a lesser-known asset that connects him to dozens of sports activities groups throughout the globe, together with Kroenke’s Rams.
In October 2008, the Cowboys teamed up with MLB powerhouse the New York Yankees and funding financial institution Goldman Sachs to discovered a hospitality firm known as Legends.
Shaped by three of probably the most recognizable manufacturers on the earth, Legends was valued at $1.35 billion when Sixth Avenue Companions bought a controlling stake in 2021.
Jones’ foresight paid off when the Cowboys constructed AT&T Stadium between 2006 and 2009.
The world price $1.15 billion, with the Metropolis of Arlington protecting $325 million.
Jerry’s daughter Charlotte confirmed that the household credit score the hospitality firm with paving the best way for the enduring stadium, generally known as The Home That Jerry Constructed.
“We take a look at Legends as how we paid for AT&T Stadium,” Jones stated throughout a SXSW panel in 2024.
Legends helps construct and design venues, in addition to offering advertising and marketing and gross sales recommendation.
Purchasers embrace Levi’s Stadium, Indianapolis Motor Speedway, IndyCar, Banc of California Stadium, Nissan Stadium, Angel Stadium, Golden 1 Heart, Allegiant Stadium, College of Southern California, Prudential Heart, Notre Dame, the Rose Bowl, Oklahoma Sooners, Dallas Mavericks and Manchester Metropolis.
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A 15-year, $875 million contract has been signed to function One World Observatory in New York in 2018.
A 12 months later, Jones’ firm negotiated the biggest naming rights settlement in NFL historical past — a 20-year, $625 million take care of Kroenke Sports activities & Leisure and the Los Angeles Chargers to sponsor SoFi Stadium.
Jones hails from Los Angeles as noticed a dream realized when The Home that Jerry Helped Construct hosted the Tremendous Bowl in 2022.
“There’s such a romance to me for the Los Angeles Rams to be sitting there,” Jones stated on his radio present on the 105.3 The Fan.
“They’re about one mile from the little home that my dad and mom lived after I was born. I used to be born proper there. Bought a whole lot of kin on the market. I want to see that fairy story. So, I’m sort of rooting for them.”
The Rams went on to beat the Cincinnati Bengals 23-20.
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Jones, who’s price $17.8 billion per Forbes, arguably did a greater job with SoFi stadium — by far the most costly within the NFL with a price of $5.5 billion — than he did on his own residence.
The Cowboys haven’t made the NFC Championship Sport because the 1995 season, when he received the third of three Tremendous Bowls with the franchise.
AT&T has additionally come beneath fireplace from Cowboys gamers after CeeDee Lamb was blinded by daylight and dropped a landing in 2024.
“I couldn’t see the ball. Couldn’t see the ball, in any respect. The solar,” Lamb defined.
On clear days, the solar shines by the glass home windows making a extreme glare that, in Lamb’s eyes, contributed to a missed landing.
“Sure. One thousand p.c,” Lamb responded when requested if he could be in favor of including curtains to defend the sphere from the solar.
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That’s actually not an opinion shared by Jones, who passionately defended his stadium following a complete loss to the Philadelphia Eagles.
“Properly let’s tear the rattling stadium down and construct one other one?” Jones sarcastically responded. “Are you kidding me?”
“By the best way, we all know the place the solar goes to be once we determine to flip the coin or not,” he added. “We do know the place the rattling solar goes to be in our personal stadium.
“Everyone has obtained the identical factor. Each group that is available in right here has the identical points.”
The Cowboys aren’t successful on the sphere however the franchise is the second most useful in sports activities with a $10 billion price ticket.
The Los Angeles Lakers solely just lately took the crown off the Cowboys, who had led for 9 straight years.
There’s a motive Jones is within the Professional Soccer Corridor of Fame — enterprise acumen that helped flip the NFL into a world powerhouse and made billions for house owners all around the USA.
His subsequent large mission? Offering hospitality on the Buffalo Payments’ New Highmark Stadium, which is ready to open for the 2026 season.
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