The Dallas Cowboys maintain their lead as the NFL’s most valuable and strongest brand for the third year
The Dallas Cowboys remain the most valuable NFL brand with a brand value of USD2.9 billion, up 28% from the previous year, fueled by increased revenues, higher ticket prices, improved gameday attendance, and a new TV rights deal. Not only are the Cowboys the most valuable NFL brand, but they also rank as the most valuable sports brand globally.
According to Brand Finance’s rankings, the Cowboys are more than a billion more valuable than the world's most valuable soccer brand, Real Madrid, which is valued at USD1.8 billion. The Cowboys also continue to significantly outpace other NFL teams - the Cowboys’ brand value is more than double the San Francisco 49ers, now ranked second with a brand value of USD1.4 billion.
Hugo Hensley, Head of Sports Services, Brand Finance, commented,
"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. The team management’s focus on brand value is evident as the Cowboys’ brand is more valuable than the 5 lowest-value NFL team brands combined."
The Kansas City Chiefs and San Francisco 49ers round out the top three for both brand value and brand strength
The Kanas City Chiefs remain the NFL’s second strongest brand, with a BSI score of 84.4 out of 100, up 4.5 points from last year. The Chiefs saw significant improvements in brand image metrics, including good reputation and the team is ethically owned and governed.
These are driven by back-to-back Super Bowl wins and a big boost in global attention from tight-end Travis Kelce’s high-profile relationship with superstar Taylor Swift. The “Swift Effect” has drawn non-NFL fans to the Chiefs, to see the singer support Kelce at games. Brand Finance data reflects this boost, showing an improved performance in the Chiefs’ following.
The New York Jets have the fastest growing brand, up an impressive 50%
30 out of 32 brands recorded an increase in brand value in this year’s ranking 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. This rise can also be attributed to the Jets’ improved brand strength, particularly in perceived innovation and ‘the team has a lot of star players’.
The Baltimore Ravens (brand value USD903 million) and the Houston Texans (brand value USD886 million) also noted significant brand value growth, up 50% and 48%, respectively. Both brands have had solid records last season, with the Ravens finishing second in the AFC championship, while the Texans made the AFC semi-finals. The Texans also unveiled their first jersey redesign since 2000 and there was a surge in merchandise sales as fans snapped them up.