If everything really is bigger in Texas, though, Dallas owner Jerry Jones can surely appreciate this: The Cowboys are the first sports team to cross the $10 billion threshold, landing at $10.1 billion on Forbes’ annual list of the NFL’s most valuable teams. That figure represents a 77% increase since 2020—when the Covid-19 pandemic momentarily slowed NFL teams’ growth—and an annualized return of 15%, beating the S&P 500’s 13% in the same four-year period.