The ‘Boys are bigger off the field

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Notes from our researcher, Steve Triolet
The NFL is big business; big names and big plays generate even bigger revenues. The league pulls revenue from numerous sources including television contracts, ticket sales and team merchandising. But, only one team can be “America’s Team” and The Dallas Cowboys have earned the nickname.  The ‘Boys have won five Super Bowl championships, 10 conference championships, 10 division championships and 11 players who have been named to the Pro Bowl Hall of Fame.

However, off the field is where the team truly shines (especially in recent years). In early 2010, Bandera Ventures completed a build-to-suit distribution facility for Dallas Cowboys Merchandising. The consolidation and expansion took them from two facilities to one 400,000 SF location at 2500 Regent Boulevard in Irving. Previously they occupied a 100,000 SF distribution facility and a 44,000 SF headquarters at 4251 W. John Carpenter Freeway.  They were able to complete the expansion because they are the only NFL team to design/market/distribute its own merchandise and their sales are virtually unbeaten.  Since 1979 when the NFL began tracking data, The Dallas Cowboys have consistently been among the fop five teams in merchandise sales. In 2009, Forbes magazine estimated that Tony Romo’s jersey was the most popular jersey in the U.S. with over half a million pieces sold! The Dallas Cowboys are also the only NFL franchise with their own retail chain dedicated exclusively to their own merchandise. Opened in 1996, the mall chain now has 35 retail locations throughout Texas, Oklahoma, Louisiana, and Arkansas. In addition, the apparel can be purchased at over 700 retail outlets in the U.S., including Dillard’s, JC Penney and Academy Sports.

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