Brand Finance Report: Star-Studded Dallas Cowboys are the World’s Most Valuable Sports Brand

• The Cowboys maintain lead as the NFL’s most valuable and strongest brand
• Kansas City Chiefs and San Francisco 49ers round out the top three for both brand value and brand strength
• The New York Jets achieve the fastest brand value growth

DALLAS--(BUSINESS WIRE)--The Dallas Cowboys continue their reign as the NFL’s most valuable brand, with a brand value of USD2.9 billion, according to a new report by Brand Finance. This growth, driven by increased revenues, higher ticket prices, and a new TV rights deal, solidifies their position as not only the top NFL brand but the most valuable sports brand globally.

The Cowboys’ lead remains formidable, their brand value more than double that of the San Francisco 49ers, which climbed to USD1.4 billion after a 48% increase. The Chiefs, propelled by their Super Bowl LVIII win, surged in brand value to USD1.2 billion, now placing them third.

The Cowboys are also the NFL’s strongest brand, with a Brand Strength Index (BSI) score of 85.1 out of 100. Brand Finance research reveals that the Cowboys’ 10 out of 10 score for team following reinforces their position as the NFL’s most-followed team worldwide.

Hugo Hensley, Head of Sports Services, Brand Finance:

"The Dallas Cowboys' brand value of $2.9 billion highlights their winning record of 89-64 since 2015, but also the strategic vision behind their success. Under the guidance of Charlotte Jones, Chief Brand Officer and Jerry Jones's daughter, the Cowboys have masterfully cultivated their brand identity."

30 out of 32 brands recorded an increase in brand value as the league’s new TV rights deal has boosted revenues across the board. The New York Jets saw the largest rise in brand value, up 50% to USD719 million.

With sports betting now legal in 38 states, NFL partnerships with betting brands like Caesars and FanDuel have deepened, creating more immersive fan experiences. Brand Finance data shows that 19% of NFL followers placed a bet in the past year.

Note to Editors

Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organizations make strategic decisions.

The full ranking, additional insights, the methodology, and definitions of key terms are available in the Brand Finance NFL 2024 report.