America's Sweethearts: Dallas Cowboys Cheerleaders season three is set to premiere on Netflix this week, bringing renewed attention to the iconic NFL team and its billionaire owner. The docuseries returns with seven new episodes on Tuesday, June 16, 2026, following the cheerleading squad through their intense training and performances. As the show and the NFL grow in popularity, the cheerleaders face heightened scrutiny from fans and media. For those new to the league, here are key facts about the team's ownership and value.
Who Owns the Dallas Cowboys?
The Dallas Cowboys are owned by American billionaire entrepreneur Jerry Jones, who has held ownership since 1989. Jones acquired the franchise from philanthropist Bum Bright for $140 million (approximately £104 million). Bright had owned the team from 1984 to 1989. In addition to ownership, Jones serves as the team's president and general manager, and he is the controlling shareholder of the business. Before owning the Cowboys, Jones had a distinguished playing career, serving as co-captain for the University of Arkansas' 1964 national championship football team. There, he first met Jimmy Johnson, who later became the Cowboys' first head coach under Jones' ownership. Jones later ventured into oil drilling, retail, and real estate investments in Dallas, Texas, amassing considerable wealth throughout the 1970s.
How Much Are the Dallas Cowboys Worth?
Since taking ownership, Jerry Jones has transformed the Dallas Cowboys into the most valuable sports franchise in the world and one of the most decorated NFL teams of all time. The team trails only the Green Bay Packers in overall NFL season standings, with 576 victories against 432 defeats. Under Jones' stewardship, the Cowboys won the Super Bowl three times in the 1990s: defeating the Buffalo Bills in 1993 and 1994, and the Pittsburgh Steelers in 1996. According to Forbes, the franchise is currently valued at approximately $13 billion (£9.68 billion), while Jones' personal net worth stands at around $19 billion (£14.15 billion).
America's Sweethearts: Dallas Cowboys Cheerleaders season 3 premieres Tuesday, June 16, on Netflix.
