The Dallas Cowboys Brand Has Outgrown Football

Forbes and Sportico estimate that the Cowboys brand is worth between $6.5 billion and $7 billion. Much of that value can be seen from Cowboys evp and chief brand officer Charlotte Jones Anderson’s window: the organization’s worldwide headquarters at The Star, the 91-acre, $1.5 billion mixed-use complex built by the team in Frisco, Texas, in 2016.

The headquarters of Dr. Pepper Keurig sits right across the practice fields. The Twelve Cowboys Way luxury condo complex is a few blocks down the street.