The Dallas Cowboys have achieved a brand value of US$1.8 billion to be the most valuable brand in the NFL, according to the world’s leading brand valuation consultancy, Brand Finance. The Dallas Cowboys’ brand value puts it narrowly ahead of Spain’s Real Madrid CF, making the Dallas Cowboys the most valuable sporting brand in the world. The Cowboys’ incredible brand value can be attributed to its rich heritage, positive fan engagement, strong revenue, and their long-standing label of “America’s team”.
Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the world’s biggest brands to the test, and publishes around 100 reports, ranking brands across all sectors and countries. The world’s top 100 most valuable and strongest food brands are included in the annual.
The Dallas Cowboys is the only NFL brand to record 20 straight winning seasons and according to this ranking have the highest enterprise value of all NFL teams at US$8.8 billion. The Dallas Cowboys’ brand value has been estimated at approximately 50% more than the second-ranked Los Angeles Rams (brand value of US$1.2 billion) and New England Patriots (brand value of US$1.1 billion).
The Cowboys’ brand value reflects their standing as one of the most recognizable brands in American sports together with their colossal commercial and matchday revenue. They have built a brand value based on more than just their achievements on the sporting field, remaining popular despite not not having won a Super Bowl since 1996 or having much playoff success.
Laurance Newell, Managing Director at Brand Finance
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating brand investment, stakeholder equity, and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in more than 35 countries and across nearly 30 sectors. On top of this, Brand Finance’s sport brand rankings include bespoke research into the behaviors and perceptions of over 10,000 sports fans worldwide, and the influence of sports brands on sponsors.
The Los Angeles Rams may have been the brand value runners-up at US$1.2 billion, but the Rams have pulled ahead of the Dallas Cowboys in terms of brand strength and is the strongest brand in the NFL with a Brand Strength Index of 84 and a AAA- brand strength rating. The Rams’ 2022 Super Bowl victory at its new home field, SoFi Stadium, has no doubt played an integral role in achieving this feat and this influence was apparent in Brand Finance’s independent global research.
The Los Angeles Rams brand is recognized by people across the USA as a brand that appreciates its fans. Fans are equally as supportive of the owners and consider the brand expertly run on and off the field with a star-studded roster and a clear drive to be a positive force in its local community. The Rams performance across these metrics clearly indicates the relevance and ultimately importance of good internal organization, clear goals, and values beyond just winning.
As seen from the Los Angeles Rams’ Brand Strength Index score this year, a Super Bowl victory can have a tremendous influence on a team’s brand strength, and therefore its value. It’s worth noting that the Tampa Bay Buccaneers and Kansas City Chiefs – ranked 5th and 6th in the ranking in terms of brand strength respectively – have both been winners in the previous two Super Bowls.
Having won the most recent Super Bowls, fans not only perceive the Rams, Bucs, and Chiefs as among the most well-run and star-studded brands, but that these are also perceived to be some of the most ambitious, innovative, and positive in local communities. These are attributes that sponsors seek and that other brands will pay a premium for in order to associate with sports brands that can offer such traits.
Hugo Hensley, Head of Sport Services at Brand Finance
Based on the independent research conducted by Brand Finance, the Pittsburgh Steelers, Los Angeles Rams, and Tampa Bay Buccaneers lead the NFL in environmental, social, and corporate governance scores. These three brands were voted most likely to be sustainable, have a positive impact on the environment, and be an active force for good in local communities.
As social causes gain more prominence in American society, several in these issues to highlight economic and social disparity, environmental due-diligence, and corporate organization. Brand Finance’s research shows that 62% of US sports fans feel sports teams and organizations should be involved in political issues.