It will have been 30 years since the Dallas Cowboys last won or made it to the Super Bowl in franchise history, but despite this shocking stat, the team’s value has just continued to grow exponentially. The last time, the Cowboys were a true championship team; they were valued around $600 million.

In 2024, the team’s value has surged to a peak of $9.2 billion, making it Jerry Jones‘ best investment and the most valuable team in all of the American sports. If the Dallas Cowboys are indeed the richest team in terms of value generated, should they not naturally be a team that goes “all-in” during the off-season and spends the most to improve its roster?

Turns out no, despite having all that money, the Cowboys ended up spending the least in the NFL off-season so far. Spotrac reports that America’s team spent just $93 million to sign free agents and keep its roster together. The highest-spending teams this off-season are the Detroit Lions, who spent $626 million, the Philadelphia Eagles who spent $558 million, and the Jacksonville Jaguars who spent $437 million, respectively.

The Dallas Cowboys have a lot of valuable contracts to hand out as its stars near the end of their existing deals

The Cowboys have been watching their spending carefully. The primary reason is that all of their stars Micah Parsons, CeeDee Lamb, and Dak Prescott, are fast approaching the end of their current contracts. This free agency, Prescott, was supposed to get a contract extension, but it looks like he will play on his fifth-year option.

Parsons and Lamb have both emerged as stars and will ask for top-dollar when negotiations begin. The recent extension of Justin Jefferson by the Vikings for $140 million is a setback for the Cowboys as Lamb has put up numbers similar to him, which would mean he will demand a number in that ballpark.

The highest-valued franchise
(Cowboys, $9.2B/Sportico) in major American sports is the lowest spending NFL team this offseason – by a lot.

1. Lions, $626M
2. Eagles, $558M
3. Panthers, $480M
4. Jaguars, $437M
5. Patriots, $432M
…
30. Chargers, $150M
31. Steelers, $147M
32.…

Jerry Jones vowed to go all-in this off-season towards improving their roster. But that has yet to happen after the owner has continued to walk on eggshells throughout the off-season.

Jones may not have gotten what he desired, as his team has not been as successful as he would have liked it to be. However, his status as a marketing genius cannot be overlooked. Jones has made a franchise that has struggled to get past the first round of the playoffs, the most valuable in all the American sports.

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