Although the Dallas Cowboys haven't won a Super Bowl in 30 years, Jerry Jones revolutionized how NFL teams conduct business. The story starts in 1995... Jerry Jones had just purchased the Dallas Cowboys, saving them from foreclosure. He then bypassed the NFL’s revenue-sharing agreement to sign sponsorship deals with Pepsi-Cola and Nike worth $6.5 million annually for the Cowboys’ stadium. Jerry Jones did this because he realized that while NFL sponsorship deals were split equally among all NFL teams, the Cowboys could keep all revenue generated from Texas Stadium sponsorship deals. The NFL (obviously) didn’t like this. Nike was not an NFL sponsor at the time, but Pepsi’s competitor, Coca-Cola, was paying the league millions annually to serve its drinks in 28 of 30 NFL stadiums. So, the NFL filed a $300 million lawsuit against Jerry Jones, claiming he intentionally breached the league’s revenue-sharing agreement. Jerry Jones then filed a $700 million countersuit against the NFL,...