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data-fn-type="ntent-swiper/flt" data-fn-msage="Could not renr ponent [featur:ntent-swiper/flt]"></div><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Cfotn flex ems-center jtify-center lg_mb-10 mb-6 htlad-dfpTop" data-un="dmn/bs/article/dfpTop" data-targetg="{}"></div></div><div class="row"><div class="dmnc_generic-hear-hear-module__c-cjR lumn small-12 xlarge-10 mt-9 mb-7"><p class="dmnc_featur-article-hear-breadcmb-breadcmb-module__agtpr sendaryBoldCaps sendaryBoldCaps-20 mb-3"><a class="dmnc_servic-theme-service-styl-flt-module__1fCbX lk-blue dmnc_featur-article-hear-breadcmb-breadcmb-module__Nsv0f le-block align-middle" href="/bs/">Bs</a></p><hgroup><h1 class="dmnc_generic-hear-hear-module__pIlKM primaryBold primaryBold-60 md_primaryBold-80 mb-2"><span class="dmnc_generic-hear-hear-module__i2K-Y mr-7">How Dallas Cowboys owner Jerry Jon turned a money-losg team to a $10 billn empire</span></h1><h2 class="dmnc_generic-hear-hear-module__sF01k sendaryRoman sendaryRoman-30 md_sendaryRoman-40 text-gray-dark">He’s a master salman who’s unaaid to challenge the way thgs are done. And the procs, he’s left an imprt on North Texas.</h2></hgroup></div></div><sectn class="dmnc_layouts-ntent-right-rail-wh-gap-module__gezss row lg_jtify-between lg_flex-nowrap"><div class="dmnc_layouts-ntent-right-rail-wh-gap-module__sZ7QP lumn small-12 large-expand xlarge-8"><figure class="dmnc_imag-featured-image-module__ASEZV borr-b borr-gray-light pb-3 mb-9"><div class="ar-imgContaer-wir_830 ar-imgContaer dmnc_imag-img-module__l2vrE bg-gray-light dmnc_imag-img-module__2TzDj w-full"><img width="1660" height="934" alt="Dallas Cowboys owner Jerry Jon pots to a group of Philalphia Eagl fans on the..." src="()/" class="dmnc_imag-img-module__-o1u- max-w-full text-whe object-nta dmnc_imag-img-module__Y5YJY dmnc_imag-img-module__pZHsv aspect-rat-ner-centered-f"/></div><figptn class="dmnc_imag-image-elements-module__ku669 sendaryRoman sendaryRoman-10 mt-3 text-gray-medium">Dallas Cowboys owner Jerry Jon pots to a group of Philalphia Eagl fans on the sil at this year's regular-season fale at Lln Fancial Field.<span class="dmnc_imag-image-elements-module__7oO0P pl-1">(Sey N. Pool / Staff Photographer)</span></figptn></figure><div class="dmnc_chas-article-top-article-top-module__6c-b7 flex lg-down_flex-l"><div class="dmnc_chas-article-top-article-top-module__iUvdA flex-grow lg-down_w-full lg-down_mb-4"><div class="dmnc_generic-byle-byle-module__TwYNy sendaryRoman sendaryRoman-10 text-gray-medium"><p><span class="">By <a class="dmnc_generic-byle-byle-module__oMvhi lk-blue unrle" href="/thor/natalie-walters/">Natalie Walters</a></span></p><p>5:30 AM on Jan 16, 2022 CST</p></div></div><div class="dmnc_chas-article-top-article-top-module__6Ov1b lg-down_w-full"><div class="dmnc_generic-share-bar-share-bar-module__C7Mzo flex flex-l md_flex-row md_ems-center"><div class="dmnc_social-ins-social-ins-module__QPbOU flex flex-wrap mb-8"><button class="dmnc_featur-try-ai-social-button-try-button-module__SOTEf relative borr borr-blue flex whpace-nowrap ems-center p-3 mr-3 my-1 hover_bg-blue transn-all"><svg xmlns=" width="16" height="17" viewBox="0 0 16 17" fill="none" stroke="currentColor" stroke-width="2" stroke-lep="round" stroke-lejo="round" class="dmnc_featur-try-ai-social-button-try-button-module__41Bxg in-le w-6 h-6 text-blue"><path d="M1 12.749V8.082a7 7 0 1114 0v4.667m0 .778a1.556 1.556 0 01-1.556 1.555h-.777a1.556 1.556 0 01-1.556-1.555v-2.334a1.556 1.556 0 011.556-1.555H15v3.889zm-14 0a1.556 1.556 0 001.556 1.555h.777a1.556 1.556 0 001.556-1.555v-2.334a1.556 1.556 0 00-1.556-1.555H1v3.889z"></path></svg><span class="dmnc_featur-try-ai-social-button-try-button-module__0kLCN sendaryBoldCaps sendaryBoldCaps-10 pl-1 hi-if-empty text-blue">LISTEN</span></button><a class="dmnc_social-ins-social-ins-module__rH-K0 relative borr borr-gray-medium flex whpace-nowrap ems-center p-3 mr-3 my-1 hover_bg-gray-light transn-all" href=" target="_blank" rel="external nofollow" tle="Share on Facebook"><svg xmlns=" width="24" height="24" viewBox="0 0 24 24" fill="currentColor" stroke-width="2" stroke-lep="round" stroke-lejo="round" class="dmnc_social-ins-social-ins-module__-UxPq in-le dmnc_social-ins-social-ins-module__2p85- text-facebook"><path d="M18 2h-3a5 5 0 00-5 5v3H7v4h3v8h4v-8h3l1-4h-4V7a1 1 0 011-1h3z"></path></svg></a><a class="dmnc_social-ins-social-ins-module__rH-K0 relative borr borr-gray-medium flex whpace-nowrap ems-center p-3 mr-3 my-1 hover_bg-gray-light transn-all" href=" target="_blank" rel="external nofollow" tle="Share on Twter"><svg xmlns=" width="24" height="24" viewBox="0 0 24 24" fill="currentColor" stroke-width="2" stroke-lep="round" stroke-lejo="round" class="dmnc_social-ins-social-ins-module__-UxPq in-le dmnc_social-ins-social-ins-module__vWRQM text-twter"><path d="M23 3a10.9 10.9 0 01-3.14 1.53 4.48 4.48 0 00-7.86 3v1A10.66 10.66 0 013 4s-4 9 5 13a11.64 11.64 0 01-7 2c9 5 20 0 20-11.5a4.5 4.5 0 00-.08-.83A7.72 7.72 0 0023 3z"></path></svg></a><a class="dmnc_social-ins-social-ins-module__rH-K0 relative borr borr-gray-medium flex whpace-nowrap ems-center p-3 mr-3 my-1 hover_bg-gray-light transn-all" href="mailto:?; tle="Share via Email"><svg width="16" height="11" viewBox="0 0 16 11" xmlns=" fill="currentColor" class="dmnc_social-ins-social-ins-module__-UxPq in-le "><path d="M8.202 6.698L15.085.62c-.046-.007-.088-.028-.136-.028H1.452c-.03 0-.055.015-.083.018l6.833 6.087zM15.913 1.557a.95.95 0 00-.065-.323l-4.86 4.291 4.798 4.198a.954.954 0 00.127-.453V1.557zM.564 1.185a.957.957 0 00-.076.372V9.27c0 .14.034.272.088.392L5.42 5.51.564 1.185z"></path><path d="M10.26 6.167L8.2 7.986l-2.054-1.83-4.744 4.066c.017.002.032.012.05.012h13.454l-4.647-4.067z"></path></svg></a><a class="dmnc_social-ins-social-ins-module__rH-K0 relative borr borr-gray-medium flex whpace-nowrap ems-center p-3 mr-3 my-1 hover_bg-gray-light transn-all" href="()" tle="Prt"><svg fill="currentColor" class="dmnc_social-ins-social-ins-module__-UxPq in-le " width="15" height="15" viewBox="0 0 15 15" xmlns="><path d="M13.125 2.813V0H1.875v2.813H0v5.624h1.875v2.813L5.625 15h7.5V8.437H15V2.814h-1.875zM11.25 13.124H6.562v-2.813H3.75v-3.75h7.5v6.563zm0-10.313h-7.5v-.937h7.5v.938z"></path></svg></a></div></div></div></div><div class="dmnc_featur-try-ai-media-player-try-ai-module__XuKhb mb-4"><div class="tryAudPlaceholr"></div></div><div emProp="articleBody" class="body-text dmnc_featur-article-body-body-module__Ldbl- mb-8 false"><sectn><p class="body-text-paragraph">It’s hard to image the vast bs empire of Dallas Cowboys owner Jerry Jon gettg s start wh a bow-tied young boy greetg shoppers at the entrance of a North Ltle Rock supermarket.</p><p class="body-text-paragraph">Yet he’s fond of<a href="> retellg</a> how his mom would give him a wk when a known tipper entered his parents’ grocery store, a subtle clue to ph the ctomer’s rt and llect the reward. He nsirs one of the valuable lsons learned 70-pl years ago that still apply today, even as he directs a llectn of pani bearg nam mostly tied to the famed blue star logo of his NFL team or his fay name.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6 hidn md_flex"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__hQ4DU flex ems-center jtify-center mb-6 htlad-sktopInle1" data-un="dmn/bs/article/sktopInle1" data-targetg="{}"></div></div><p class="body-text-paragraph">Those bs make Jon one of the world’s richt people, wh a worth that billnaire trackers<a href="> <i>Forb</i></a> and<a href="> Bloomberg</a> timate to be the $10 billn range.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6 md_hidn"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__h-NaF dmnc_featur-ads-nfig-prets-module__u4HRm dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 md_hidn htlad-dfpPosn1_article" data-un="dmn/bs/article/dfpPosn1_article" data-targetg="{}"></div></div><p class="body-text-paragraph">Jon’ succs turng a $140 ln vtment a money-losg team 1989 to the most valuable brand sports also tapulted him out of the oil patch and to a luxury sue one of the most exclive clubs Ameri — the 32 owners of NFL teams that, many ways, shape the psyche of the ci they reprent.</p><div class="dmnc_featur-cta-newsletter-cta-newsletter-module__J4vZB dmnc_featur-cta-newsletter-cta-newsletter-module__oPm-X flex flex-row pb-6 md_pb-9 mb-9 md_mb-7 sendaryRoman sendaryRoman-20 borr-t borr-b borr-gray-light pt-6 md_pt-9 mt-9 md_mt-7"><div class="dmnc_featur-cta-newsletter-cta-newsletter-module__LAPui mr-6 md_mr-8"><img class="dmnc_featur-cta-newsletter-cta-newsletter-module__kbcj8 h-f" src=" alt="Bs Briefg"/></div><div class="dmnc_featur-cta-newsletter-cta-newsletter-module__nW1Im flex-to"><div class="dmnc_featur-cta-newsletter-cta-newsletter-module__3rR5T dmnc_featur-cta-newsletter-cta-newsletter-module__li9kJ mb-4 sendaryBold sendaryBold-20">Bs Briefg</div><p class="dmnc_featur-cta-newsletter-cta-newsletter-module__RhDsU mb-4">Bee a bs sir wh the latt news.</p><form><label for="subscribeEmail" class="dmnc_featur-cta-newsletter-cta-newsletter-module__cgbBU block mb-4 sendaryBoldCaps sendaryBoldCaps-20">Email Addrs</label><div class="dmnc_featur-cta-newsletter-cta-newsletter-module__RJ-O5 flex flex-row flex-wrap gap-x-5"><div class="dmnc_featur-cta-newsletter-cta-newsletter-module__pIXRj flex flex-l w-full"><put type="email" class="dmnc_featur-cta-newsletter-cta-newsletter-module__sZ1DH py-4 px-4 w-full round" style="borr:1px solid #BBC1C4" value="" placeholr="Enter your email addrs" putid="subscribeEmail"/><p class="dmnc_featur-cta-newsletter-cta-newsletter-module__nrih8 flex flex-wrap py-4 text-black sendaryRoman sendaryRoman-15 ntas-lk-blue-unrle">By signg up you agree to our <a class="lk-blue" href="/help/terms-of-service/">Terms of Service</a> and <a class="lk-blue" href="/help/privacy-policy">Privacy Policy</a></p></div><button type="subm" class="dmnc_featur-cta-newsletter-cta-newsletter-module__5iXsN btn btn-blue foc_borr-blue" disabled=""><span class="dmnc_featur-cta-newsletter-cta-newsletter-module__DbaCN">SUBMIT</span></button></div></form></div></div><div><div class='s2nPlayer k-iEBoJZDZ' data-type='float'></div></div><p class="body-text-paragraph">Sce then, he’s spared ltle expense his three- qut to build what today is the most valuable sports anchise on the pla. And through real tate, he’s poured billns of dollars back to North Texas wh velopments that attract other bs to vt so they n be associated wh the Cowboys brand.</p><p class="body-text-paragraph">“Jerry Jon and his bs generate not only opportuni for area rints and bs, but also put the North Texas regn the natnal spotlight a very posive way,” said Ray Perryman, an enomist who has long studied Texas’ growth.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__D24FM w-full mb-6 htlad-nativeArticleInle" data-un="dmn/bs/article/nativeArticleInle" data-targetg="{"native":"nativeArticleInle","scroll":"1"}"></div></div><p class="body-text-paragraph">Sunday’s playoff game agast the San Francis 49ers Arlgton puts the natnal spotlight on unfished bs for Jon. It has been 26 years sce the Cowboys pped off a season as Super Bowl champs.</p><p class="body-text-paragraph">At 79, Jon’ fluence mak him the Jeff Bezos of sports, wh ventur touchg every facet of the dtry, om food and beverag to medil imagg to helpg negotiate lucrative TV als that propelled profsnal football beyond s rivals. He pneered the moneymakg potential of sponsorships, creatg dozens of “official” brands of the Cowboys for everythg om guamole to sos.</p><p class="body-text-paragraph">“Jerry is one of the greatt bs disptors the history of sports,” Dallas Mavericks owner Mark Cuban wrote to <i>The Dallas Morng News</i> an email. “When he got to the NFL, he looked at the way thgs were always done, saw a better way [and] ma happen.”</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6 md_hidn"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__YIHSg dmnc_featur-ads-nfig-prets-module__u4HRm dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 md_hidn htlad-dfpPosn2_article" data-un="dmn/bs/article/dfpPosn2_article" data-targetg="{}"></div></div><article id="related-story-embed-UIDGIK4RNNAG5M647JXSGVP4GI" data-oembed-type="related-story" class="dmnc_featur-article-body-embeds-related-story-module__8iRXq block w-full le-block my-2 p-7 bg-gray-lighter borr borr-gray-light ignore-body-text sendaryBold sendaryBold-7"><label class="dmnc_featur-article-body-embeds-related-story-module__dzAkK pr-3 text-blue">Related:</label><a class="dmnc_featur-article-body-embeds-related-story-module__82BFj" href="/bs/2022/01/16/sports-is-how-you-know-dallas-wboys-owner-jerry-jon-oil-got-him--the-game/">Sports is how you know Dallas Cowboys owner Jerry Jon. Oil got him the game</a></article><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6 hidn md_flex"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__-zD5N flex ems-center jtify-center mb-6 htlad-sktopInle2" data-un="dmn/bs/article/sktopInle2" data-targetg="{}"></div></div><p class="body-text-paragraph">Jon cled through a spokman to be terviewed for this story. But a<a href="> vio terview</a> wh <i>The News</i> 2017 when he was ducted to the NFL Hall of Fame, Jon said he always rried an “exaggerated view of what the NFL and sports uld be. I always thought uld be bigger than life.”</p><p class="body-text-paragraph">Here’s how that bigger-than-life ambn built a far-reachg legacy for Jon, wife Gene, sons Stephen and Jerry Jr. and dghter Charlotte that’s visible throughout Dallas-Fort Worth and beyond.</p><div data-oembed-type="raw-html" id="isolated-embed-I23H6FDZRBAR7EZ5PQMY2ZGVTU"></div><div class=""><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__aJKMz hidn">Advertisement</div><div class="" id="teads-article-ad"></div></div><h3 class="body-text-hear">Before the Cowboys: The early years</h3><p class="body-text-paragraph">Dabblg bs while playg football at the Universy of Arkansas the 1960s, Jon honed his skills by sellg life surance to bsmen and sho to stunts aterni, earng him the nickname “the Razorback bsman,” he wrote a 2012<a href="> article for <i>Forb</i></a>. He also owned a small tert several oil wells.</p><p class="body-text-paragraph">While still llege, Jon had an opportuny to get to the fast-food bs wh eher Kentucky Fried Chicken, McDonald’s or Shakey’s Pizza Parlor, the first anchise pizza cha the U.S that peaked the 1970s. He picked Shakey’s, which <a href=">once had at least seven lotns Dallas-Fort Worth</a>, all of which shuttered by 1989. He <a href=">borrowed</a> $1 ln om the Teamsters unn to get started.</p><p class="body-text-paragraph">“The ratnale was every rtrant the world mak a hamburger — that’s McDonald’s,” Jon said on a<a href="> Talk of Fame Network podst</a> 2016. “And everybody knows you ok ied chicken at home so Kentucky Fried’s not the al. But how n you beat that pizza? Of urse, that was the wrong choice out of the three.”</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"1"}"></div></div><p class="body-text-paragraph">When Shakey’s didn’t turn out how he thought would, Jon went to work wh his father, Pat, who had gone om supermarket owner to highly succsful surance salman. Jerry Jon was executive vice print at Morn Secury Life Sprgfield, Mo. When the pany was sold 1970, he walked away wh $500,000, acrdg to<a href="> <i>The Oklahoman</i></a><i>.</i></p><p class="body-text-paragraph">In 1966, jt a year out of llege, Jon nsired buyg the fancially ailg San Diego Chargers but end up backg out after his dad warned him agast takg on that much bt.</p><p class="body-text-paragraph">Jon shifted his foc to exploratory oil drillg through Arkansas-based Jon Oil and Land Lease. He<a href="> stck oil 12 of his first 13 wells</a>, wh the first well yieldg $4 ln oil, acrdg to the <a href=">book</a> <i>The Dallas Cowboys: The Outrageo History of the Biggt, Loust, Most Hated, Bt Loved Football Team Ameri.</i></p><p class="body-text-paragraph">That set up his next big move.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"2"}"></div></div><figure><div class="lazyload-wrapper "><div class="dmnc_imag-img-module__o-Ndr bg-gray-light aspect-rat-ner-centered-f"></div></div><figptn class="dmnc_imag-image-elements-module__ku669 sendaryRoman sendaryRoman-10 mt-3 text-gray-medium">Jerry Jon took a qutn durg a 1989 news nference at Valley Ranch Irvg when he was announced as the Dallas Cowboys' new owner. Tex Schramm (standg) and H.R. "Bum" Bright (seated) are the background.<span class="dmnc_imag-image-elements-module__7oO0P pl-1">(Richard Michael Pt / Staff photographer)</span></figptn></figure><h3 class="body-text-hear">‘Ameri’s team’</h3><p class="body-text-paragraph">In 1989, at age 46, Jon bought the Cowboys for $140 ln om team owner and iend H.R. “Bum” Bright the largt al at the time for an NFL team. The price is equivalent to $302.6 ln today.</p><p class="body-text-paragraph">The Cowboys are now the NFL’s richt team, wh $980 ln revenue and operatg e of $425 ln 2020, acrdg to <i>Forb</i>. The team’s overall value is $6.5 billn <a href="> <i>Forb</i>’ latt rankg</a> — or nearly two-thirds of Jon’ timated worth.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"3"}"></div></div><p class="body-text-paragraph">“Plenty of owners were more wealthy than Jon was when he acquired the Cowboys, so you have to assume [his succs] is due to the force of his personaly,” said Jonathan Jensen, a former executive wh sports marketg agenci global advertisg works Omni and Publicis Groupe. “The thgs he has already acplished are thgs most profsnal sports would have said were impossible 20 years ago.”</p><p class="body-text-paragraph">Jon and wife Gene own 51% of the Cowboys and their three adult children equally share the other 49%,<a href="> <i>D</i> magaze reported</a> 2019. The sons and dghter also are signifint partners all other fay enavors.</p><p class="body-text-paragraph">Wh “Ameri’s Team” his posssn, Jon set out to leverage the Cowboys’ equent TV appearanc, their perennial superstars and inic cheerlears, and their knack for wng to other revenue-generatg ventur.</p><figure><div class="lazyload-wrapper "><div class="dmnc_imag-img-module__o-Ndr bg-gray-light aspect-rat-ner-centered-f"></div></div><figptn class="dmnc_imag-image-elements-module__ku669 sendaryRoman sendaryRoman-10 mt-3 text-gray-medium">Cowboys owner Jerry Jon (right) raised a Miller Le wh Molson Coors partnerships chief Adam Dettman September to toast a 10-year extensn of the team's al wh the beer brand. <span class="dmnc_imag-image-elements-module__7oO0P pl-1">(Tom Fox / Staff Photographer)</span></figptn></figure><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"4"}"></div></div><p class="body-text-paragraph">One of his biggt playg field-changg mov me 1995 when he rocked the NFL, bypassg the league’s llegial revenue-sharg agreement and strikg his own lucrative sponsorship als at Texas Stadium, the team’s former home Irvg. Until then, NFL Properti had handled such als and spl profs evenly among teams.</p><p class="body-text-paragraph">He signed a 10-year al wh Pepsi-Cola worth $40 ln, <i>The Dallas Morng News</i> reported. Then Nike agreed to pay $2.5 ln a year to pat s logo on the stadium, llaborate wh the team buildg a Nike-Cowboys theme park outsi the stadium and for Cowboys ach to wear s now-ubiquo attire,<a href="> acrdg to <i>The New York Tim</i></a><i>.</i></p><p class="body-text-paragraph">Sponsorship als and namg rights have soared price sce then. In September 2021, the Cowboys and Molson Coors announced a 10-year extensn to an exclive al for a reported $200 ln, acrdg to <i>Sports Bs Journal</i>.</p><p class="body-text-paragraph">Molson Coors, which owns Miller Le, outbid AB InBev for the right to be the only beer sold at AT&T Stadium, the team’s current home some 20 wt of Dallas Arlgton. The al also clus Miller LeHoe, an 87,000-square-foot event space adjacent to the wt end of the stadium, and rights to e the Cowboys name to advertise s products Dallas-Fort Worth.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"5"}"></div></div><p class="body-text-paragraph">Jensen, now a profsor of sports admistratn at the Universy of North Carola at Chapel Hill, scribed the al as “out of the stratosphere,” wh Molson Coors payg a premium to block s rival Anhser-Bch.</p><p class="body-text-paragraph">“The fact that the Cowboys uld put together a lol team sponsorship of $20 ln a year is pretty astoundg and speaks to the power of the Cowboys brand North Texas,” Jensen said.</p><p class="body-text-paragraph">Its marquee sponsors — Ford, Miller Le, Pepsi, Dr Pepper and Bank of Ameri, among others — have ponied up big bucks for s to be associated wh the Cowboys.</p><p class="body-text-paragraph">A year after Jon pneered team sponsorship als, he began workg on other ways to palize on the brand. He lnched Dallas Cowboys Merchandisg Ltd. to sign, manufacture and distribute the team’s merchandise to retailers.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"6"}"></div></div><p class="body-text-paragraph">At the begng of this season, sports bs se<i> </i><a href=">Sporti projected</a> the Cowboys’ lolly generated revenue would reach $650 ln, cludg merchandise and non-NFL events at AT&T Stadium.</p><figure class="align-right"><div class="lazyload-wrapper "><div class="dmnc_imag-img-module__o-Ndr bg-gray-light aspect-rat-ner-centered-f"></div></div><figptn class="dmnc_imag-image-elements-module__ku669 sendaryRoman sendaryRoman-10 mt-3 text-gray-medium">Bravo Eugenia, the $250 ln superyacht that Cowboys owner Jerry Jon purchased and named for his wife, Gene.<span class="dmnc_imag-image-elements-module__7oO0P pl-1">(Ben Rotsap / Ben Rotsap Photography)</span></figptn></figure><p class="body-text-paragraph">That succs rri over to everythg Jon do.</p><p class="body-text-paragraph">In 2016, he bought a <a href=">ctom Airb helipter</a> to cut his mute om the Cowboys’ headquarters Fris to AT&T Stadium. It rced a one-hour drive to a 13-mute ri. The aircraft, whe wh the Cowboys’ blue star stamped on the tail, was an H145 om Airb Helipters, a mol that starts at $8.5 ln. It n seat up to 10 people.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"7"}"></div></div><p class="body-text-paragraph">When the panmic forced the 2020 NFL Draft to go virtual, Jon and crew ma the Cowboys’ picks aboard his 357-foot-long, $250 ln<a href="> megayacht</a>. Built 2018 and named Bravo Eugenia after his wife, the yacht has two helipter pads, a sna, plunge pool, gym, garage and beach club.</p><div data-oembed-type="raw-html" id="isolated-embed-EJOE2B6FXZEH7EKTSB3CKI2CSQ"></div><h3 class="body-text-hear">Pizza, wgs and (at one time) doughnuts</h3><p class="body-text-paragraph">Headg to the 2004 season, Jon returned to his fast-food anchise roots wh a jot venture between his Blue and Silver Ventur Ltd. and Louisville, Ky.-based Papa John’s. Unr the al, the limed partnership assumed 49% ownership of 71 Papa John’s rtrants Texas, cludg lotns Dallas, At and Wa.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"8"}"></div></div><p class="body-text-paragraph">Papa John’s also beme the official pizza of the Cowboys and a Texas Stadium sponsor. As part of the al, the 71 rtrants would get special -brand uniforms and livery vehicl to tout the partnership.</p><p class="body-text-paragraph">At the end of 2015, Star Papa LP, the jot venture’s name, was volved wh 87 Papa John’s lotns Texas, acrdg to the pizza pany’s SEC filgs. When asked for a current figure, Papa John’s cled to answer but said 87 was “ the right ballpark.” In 2018,<a href="> Stephen Jon said the team</a> was lked to 50 stor the Dallas area alone.</p><p class="body-text-paragraph">Jon also has a nnectn to Dallas-based Wgstop, which hired him and his former three-time Super Bowl champn and Hall of Fame quarterback Troy Aikman to do a seri of televisn mercials that first aired the summer of 2009. Aikman had been Wgstop’s natnal spokman sce 2003 and was one of the pany’s early vtors. Wgstop was also the team’s exclive chicken wg vendor unr a five-year agreement.</p><p class="body-text-paragraph">“Some of my greatt nversatns have been wh Jerry Jon regardg bs,” Aikman told <i>The News</i>. “No one I know has done better. I have enormo rpect for his tolerance of risk and willgns to double down when he sens an opportuny.”</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"9"}"></div></div><p class="body-text-paragraph">In 2012, Aikman and the Jon fay<a href="> teamed up</a> wh Canton, Mass.-based Dunk’ Brands Group a highly publicized al to open at least 50 rtrants D-FW unr a limed partnership, siar to the Papa John’s play. By 2014, only four lotns had been opened. Two years later, the doughnut brand and Jon and Aikman<a href="> mutually cid to end the partnership</a>.</p><figure><div class="lazyload-wrapper "><div class="dmnc_imag-img-module__o-Ndr bg-gray-light aspect-rat-ner-centered-f"></div></div><figptn class="dmnc_imag-image-elements-module__ku669 sendaryRoman sendaryRoman-10 mt-3 text-gray-medium">Fireworks flew 2009 as Arlgton Mayor Robert Cluck and Dallas Cowboys owner Jerry Jon phed a lever to open what was ially lled Cowboys Stadium.<span class="dmnc_imag-image-elements-module__7oO0P pl-1">(Tom Fox / Staff photographer)</span></figptn></figure><h3 class="body-text-hear">New stadium, new opportuni</h3><p class="body-text-paragraph">In 2009, Jon moved his team to the NFL’s first billn-dollar stadium.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"10"}"></div></div><p class="body-text-paragraph">The venue, dubbed “Jerry World” by sports media and fans, st $1.2 billn, took four years to nstct and seats 80,000 to 105,000 fans. Bis Cowboys gam, regularly hosts other major events, such as the 2011 Super Bowl, the 2014 NCAA Fal Four, the 2015 College Football Playoff Natnal Champnship, the 2015 Amy of Country Mic Awards and this year’s upg WrtleMania.</p><p class="body-text-paragraph">“The ncerts and gam lead thoands of people to e to the area, spendg money regnal hotels and motels, rtrants, bars, retail stor and gasole statns,” said Perryman, CEO of The Perryman Group, his Wa enomic rearch firm.</p><p class="body-text-paragraph">But took four years before Cowboys Stadium found a sponsor wh enough chet for a namg rights al. In 2013, Jon sold those rights to Dallas-based AT&T a al that<a href="> reportedly</a> brgs $17 ln to $19 ln a year for the club.</p><p class="body-text-paragraph">The stadium didn’t skimp on the glamour, wh more than 300 su, a retractable roof and two center-hung sile TVs that measure 160 feet wi and 72 feet tall. The two screens create a $40 ln jumbotron.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"11"}"></div></div><p class="body-text-paragraph">Though the stadium is owned by the cy of Arlgton, which sought voter approval of $325 ln bonds to build , Jon pays $2 ln a year to rent , pl 5% a year om his AT&T namg rights al up to $500,000.</p><p class="body-text-paragraph">Wh a new showplace to ll home, Jon went lookg for ways to expand the Cowboys’ reach.</p><p class="body-text-paragraph">In 2008, as the stadium was beg built and the New York Yanke were velopg their own new ballpark, Jon teamed up wh the baseball club’s then-owner Gee Stebrenner to lnch hospaly management bs<a href="> Legends</a>. It started as an operator of ncsns and merchandise sal at the two new stadiums and grew to a full-service sports marketg powerhoe that now works wh other NFL teams, lleg and venu across the world.</p><p class="body-text-paragraph">Last year, global vtment firm Sixth Street bought a majory stake Legends a al that put a $1.3 billn value on the hospaly bs, acrdg to<a href="> <i>The Wall Street Journal</i></a><i>.</i> Acrdg to<a href="> Sporti</a>’s reportg on the al, Sixth Street took a 51% stake and the Cowboys and Yanke spl the remag 49%.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"12"}"></div></div><p class="body-text-paragraph">Legends’ emergence reprented a signifint shift how sports teams operated, Jensen said.</p><p class="body-text-paragraph">“Twenty years ago, if anyone workg sports would have said to hire a firm om a different team to help negotiate sponsorships, people would have said, ‘That’s absurd. Why would one pro sports team hire another pro sports team to work on their behalf?’” Jensen said.</p><p class="body-text-paragraph">Jon applied the same kd of bs mol to merchandisg, formg Silver Star Merchandisg, which later beme <a href=">289c Apparel</a>, 2009 as an affiliate of Dallas Cowboys Merchandisg. 289c Apparel foc on merchandise sal for major lleg and universi, growg out of a llege football classic staged at AT&T Stadium. In 2011, the Universy of Southern California was the first universy to sign on wh a 10-year agreement. Jerry Jon Jr. is executive vice print of the pany that has more than 350 employe, acrdg to s webse.</p><p class="body-text-paragraph">In 2017, Jerry Jon palized on the natn’s fns nscns by lnchg Cowboys F, a 60,000-square-foot luxury gym at the team’s Fris headquarters. It boasts equipment ed by Cowboys athlet, group fns class, a cyclg room, a heated rooftop pool and a revery lounge featurg cryotherapy mach, hydromassage and other treatments.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"13"}"></div></div><p class="body-text-paragraph">Cowboys F later opened three other lotns Plano, Dallas and Pflugerville. Membership for the Fris lotn is about $95 a month while the downtown Dallas lotn is about $50 a month.</p><figure><div class="lazyload-wrapper "><div class="dmnc_imag-img-module__o-Ndr bg-gray-light aspect-rat-ner-centered-f"></div></div><figptn class="dmnc_imag-image-elements-module__ku669 sendaryRoman sendaryRoman-10 mt-3 text-gray-medium">The Star Fris equently hosts muny events, such as Cowboys Christmas Extravaganza 2021.<span class="dmnc_imag-image-elements-module__7oO0P pl-1">(Stewart F. Hoe / Special Contributor)</span></figptn></figure><h3 class="body-text-hear">Real tate and The Star</h3><p class="body-text-paragraph">Real tate is as much a part of Jon’ bs life as is his team.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"14"}"></div></div><p class="body-text-paragraph">His velopment firm, Blue Star Land, got s start 1994 when bought a 550-acre home muny Fris lled Starwood, acrdg to an terview Blue Star print Joe Hickman did wh a<a href="> Universy of Arkansas bs school podst</a> 2020. Hickman knew Stephen Jon llege and moved to Dallas to work wh the fay.</p><p class="body-text-paragraph">Blue Star’s bt-known project is The Star Fris, the 91-acre mp that ho the Cowboys’ headquarters and s practice facily. It st<a href="> $1.5 billn to build</a>. The headquarters alone is valued for tax purpos at jt unr $225 ln, acrdg to Coll County property rerds.</p><p class="body-text-paragraph">The se also featur a 300-room Omni Hotel, a<a href="> Baylor Stt & Whe sports therapy</a> and rearch center, and a private social club and rtrant lled the Cowboys Club.</p><p class="body-text-paragraph">The Star was a public-private partnership wh the cy of Fris. The Ford Center, a 12,000-seat door stadium that’s also ed by Fris ISD football teams and hosts events cludg the USA Gymnastics Wter Cup and the Cowboys’ annual Christmas celebratns, is<a href="> owned</a> by the cy but managed and mataed by the Cowboys.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"15"}"></div></div><p class="body-text-paragraph">Office space overlookg The Star’s outdoor practice field clus a 17-story, 350,000-square-foot tower that acts as the regnal headquarters for Krig Dr Pepper and a six-story, 398,000-square-foot buildg anchored by the Cowboys’ home office.</p><p class="body-text-paragraph">Blue Star and Dallas-based Lln Property Co. are <a href=">planng to build</a> another 11-story, $65 ln office buildg at The Star that’s set to open early 2023.</p><p class="body-text-paragraph">In an terview wh Sporti, Cowboys chief operatg officer Stephen Jon said he thks anythg built at The Star se would have been succsful bee of s lotn one of the fastt-growg areas of North Texas. But addg the Cowboys brand to the project “supersized ,” givg the club the abily to charge premium rat for office and retail space, he said.</p><figure><div class="lazyload-wrapper "><div class="dmnc_imag-img-module__o-Ndr bg-gray-light aspect-rat-ner-centered-f"></div></div><figptn class="dmnc_imag-image-elements-module__ku669 sendaryRoman sendaryRoman-10 mt-3 text-gray-medium">Blue Star Land and Lln Property Co. are buildg the Gat of Prosper shoppg center at U.S. 380 and Prton Road Prosper.<span class="dmnc_imag-image-elements-module__7oO0P pl-1">(DMN fil )</span></figptn></figure><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"16"}"></div></div><p class="body-text-paragraph">The Dallas North Tollway has propelled growth even farther north om The Star. Jon began buyg land around the tersectn of U.S. Highway 380 and Prton Road the early 1990s, blockg up more than 800 acr.</p><p class="body-text-paragraph">In 2015, Blue Star Land began two velopments nearby Prosper lled the Gat of Prosper and Star Trail.</p><p class="body-text-paragraph">The Gat of Prosper is a mixed-e velopment featurg a large shoppg center wh nearly 800,000 square feet of retail and rtrant space. Tenants clu Walmart, Old Navy and Dick’s Sportg Goods. A 344-un rental muny is expected to open 2023 on the property.</p><p class="body-text-paragraph">Star Trail is a muny of more than 1,800 hom stg on a ltle over 900 acr wh home pric rangg om $500,000 to more than $1 ln.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"17"}"></div></div><p class="body-text-paragraph">In 2018, Blue Star Land bought a 200-acre bs park Fris a al valued at almost $38 ln and renamed Star Bs Park. Tenants at the dtrial velopment off Prton Road and south of U.S. 380 clu Amazon, ternatnal technology firm GEA Group and Magn Chemil. It’s also home to a 400,000-square-foot Dallas Cowboys Merchandisg Distributn and Sal Center.</p><p class="body-text-paragraph">Jt recently, Blue Star Land<a href="> bought</a> an addnal 88-acre tract next to the bs park.</p><figure><div class="lazyload-wrapper "><div class="dmnc_imag-img-module__o-Ndr bg-gray-light aspect-rat-ner-centered-f"></div></div><figptn class="dmnc_imag-image-elements-module__ku669 sendaryRoman sendaryRoman-10 mt-3 text-gray-medium">The Cowboys have won five Super Bowl tl, cludg three durg Jerry Jon' ownership. In this 2015 photo, he's holdg his first Super Bowl trophy, won 1993.<span class="dmnc_imag-image-elements-module__7oO0P pl-1">(Vernon Bryant / Staff Photographer)</span></figptn></figure><h3 class="body-text-hear">Ey on the prize</h3><p class="body-text-paragraph">Wh the playoffs unrway, the Jon fay’s attentn is on the ultimate goal — hoistg the Vce Lombardi Trophy the air at SoFi Stadium Los Angel on Feb. 13.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"18"}"></div></div><p class="body-text-paragraph">Playoff gam n generate several ln dollars addnal revenue for host teams — rived om fans payg to park on game day to extra spendg on everythg om beer and hot dogs to expensive licensed jerseys. But that pal to the <a href=">roughly $400 ln</a> the Cowboys and every other NFL team expect to receive this year om the league’s equally shared TV revenue.</p><p class="body-text-paragraph"><a href=">Sports valuatn experts</a> see the Cowboys’ revenue toppg $1 billn this year, makg the first North Amerin sports anchise to h that mark. So what would a Super Bowl w mean for revenue?</p><p class="body-text-paragraph">“We’ve ed such numbers as 50% gog forward,” Stephen Jon <a href=">told Sporti</a> at the start of this season. “It has such an effect when you w a champnship. We saw when we first bought the team, how people get even more exced. They pull their Cowboys jerseys out of their drawers; they were closet Cowboys fans bee we weren’t wng, and then you w and here they e.”</p><p class="body-text-paragraph">Durg a <a href=">rad terview last week</a>, Jerry Jon was asked if ’s champnship or bt this year for the Cowboys.</p><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__cOFTB flex flex-l ems-center dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__xNWY5 borr-t borr-b borr-gray-light mb-6"><div class="dmnc_featur-ads-arc-ad-_children-ad-wrapper-module__3Ge73 upperse py-4 sendaryRoman sendaryRoman-9 text-gray-dark">Advertisement</div><div class="dmnc_featur-ads-nfig-prets-module__Z-JdA dmnc_featur-ads-nfig-prets-module__N2M5T flex ems-center jtify-center mb-6 htlad-dfpPosn" data-un="dmn/bs/article/dfpPosn" data-targetg="{"scroll":"19"}"></div></div><p class="body-text-paragraph">“Oh, unqutnably,” he rpond. “There’s no -between. … You don’t have but one wner here, and that’s the Super Bowl wner.”</p><p class="body-text-paragraph"><i><b>Note: An earlier versn of this story intified the Jon fay supermarket as beg Ltle Rock. 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Natalie is an award-wng reporter who vers banks, crypto, d, als and other money topics for The Dallas Morng News. She was prevly based New York where she reported for The Motley Fool, TheStreet and Bs Insir. 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