The Dallas Cowboys remain the NFL’s most valuable brand at $3.0 billion, worth more than twice the runner-up, the Philadelphia Eagles
The Philadelphia Eagles climb to 2nd, with brand value up 10% to $1.3 billion following Super Bowl success
The Las Vegas Raiders rank 3rd with brand value steady at $1.2 billion
The Cowboys, Eagles, and Kansas City Chiefs are the top three strongest brands
Total brand value of all 32 NFL teams fell 10% to $26.5 billion, driven by lower revenue forecasts as long-term media deals stabilize
The combined enterprise value of all NFL franchises reaches almost a quarter of a trillion dollars at $233 billion, with the Cowboys enterprise value leading at $17.5 billion
The Dallas Cowboys are once again the most valuable and strongest NFL brand, according to a new report from Brand Finance, the world’s leading brand valuation consultancy.
The Cowboys’ brand value increased 3% to USD3.0 billion, more than double the second-ranked Philadelphia Eagles. Dubbed “America’s Team,” the Cowboys are also the strongest brand in the NFL with a Brand Strength Index (BSI) score of 92.5 out of 100, earning a top-tier AAA+ rating. On par with leading global consumer brands such as Nike, Google, and Coca-Cola, the Cowboys’ brand strength underlines their unique position at the intersection of sport, entertainment, and commerce. Brand Finance’s enterprise value analysis places the franchise’s value at USD17.5 billion – the highest of any sports team globally and well above external estimates – reflecting both their scale of revenues and the profitability advantage conferred by the NFL’s salary cap.
Hugo Hensley, Head of Sports Services, Brand Finance, commented: “Although the combined brand value of all 32 NFL teams declined 10% this year to USD26.5 billion, the league remains a commercial behemoth. Attendance is at a 20-year high, sponsorship revenues are growing, and the NFL stands apart on the global stage. In brand value terms, its franchises are worth more than the Premier League and the NBA combined, and several times more than Europe’s leading football leagues. The structural advantages of US leagues – centralized media rights, revenue sharing, and marketing franchises as global entertainment properties – continue to set the NFL apart.”
Behind the Cowboys, the Philadelphia Eagles rose from fifth to second, with brand value up 10% to USD1.3 billion following their Super Bowl victory. The Las Vegas Raiders hold third place at USD1.2 billion, demonstrating the resilience of their heritage and fan base despite weaker on-field performance. The New England Patriots rank fourth with brand value up 2% to USD1.1 billion, while the Green Bay Packers round out the top five at USD1.1 billion, down 4% year on year.
Behind the Cowboys, the Philadelphia Eagles are the second-strongest NFL brand with a BSI score of 91.4 out of 100. According to Brand Finance research, their strength is driven by standout perceptions of being “exciting to watch” and “having a lot of star players.” The Kansas City Chiefs rank third with a BSI of 89.0, supported by a strong reputation for success, the star power of Patrick Mahomes, and global media attention around Travis Kelce and Taylor Swift, which has broadened the team’s cultural relevance beyond traditional football audiences.
Laurence Newell, Managing Director, Americas, Brand Finance, commented: “The results highlight the importance of brand as a driver of franchise value in the NFL. A strong brand not only fuels revenues from sponsorships, merchandise, and media rights, but it also attracts new fans, builds resilience during downturns, and sustains engagement beyond immediate on-field performance. For the NFL’s leading teams, brand has become one of their most valuable assets – and one of their biggest sources of competitive advantage.”
Beyond the franchises themselves, the NFL’s commercial scale makes it a powerful platform for corporate partners to build their own brands. To mark the launch of this year’s report, Brand Finance has published a new case study quantifying the brand impact of leading global technology company HCLTech’s sponsorship of MetLife Stadium. According to Brand Finance analysis, as the Official Digital Transformation Partner and Cornerstone Partner of MetLife Stadium, the partnership has already contributed USD247 million to HCLTech’s brand value over three years by boosting familiarity, preference, and trust among NFL audiences. This highlights how associations with the league can deliver measurable returns, underlining the NFL’s wider role as a driver of brand and business growth.
