# @joepompliano on Instagram

- **Type:** Image
- **Original URL:** https://www.instagram.com/p/DE3heQcgFxX
- **Gondola URL:** https://gondola.cc/posts/28322506-joepompliano-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/74beb48b34.jpg
- **Posted:** 2025-01-16T01:10:59.000+00:00
- **Account Owner:** Joe Pompliano (@JoePompliano) — https://gondola.cc/JoePompliano

## Caption

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, with the two parties eventually settling out of court.

This was a monumental moment in the history of sports business, as the settlement allowed teams to seek their own business deals and gain more power over their own marketing rights, a practice that is still in place today.

The Cowboys have since used that blueprint to build a $10 billion business.

They now generate $800 million in local revenue annually through ticket sales, concessions, parking, and stadium sponsorship deals with companies like Molson Coors and AT&T, each worth $20 million annually.

The craziest part?

The Cowboys $800 million in annual local revenue is 2x more than any other NFL team 🤯

P.S. If you want access to the full breakdown of the business behind the Dallas Cowboys, join 128,000 others who read my 3x weekly newsletter by clicking the link in my bio.

#sports #dallascowboys #jerryjones #dallascowboysnation #sportsbusiness #nfl #nflnews #nflfootball

## Stats

- **Views:** 0
- **Likes:** 741
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- **Comments:** 18

## Tags

sportsbusiness, sports, nflnews, nfl, dallascowboysnation, dallascowboys, nflfootball, jerryjones

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