Dallas Cowboys

Cowboys’ news cycle includes Forbes, cereal, Ring of Honor, jingles and more

Former Dallas Cowboys star Charles Haley was inducted into the Pro Football Hall of Fame in August.
Former Dallas Cowboys star Charles Haley was inducted into the Pro Football Hall of Fame in August. AP

The Dallas Cowboys tend to stay in the news, and it’s not always just sports.

While the Cowboys struggled to a 4-12 finish, several events and people tied to the team made news even though it didn’t directly impact the team’s play on the field.

The Cowboys’ brand is a highly sought commodity.

Don’t believe it?

Ask Forbes magazine, which valued the Cowboys at $4 billion in September.

It also never hurts to have a rich football history with players to match, such as Darren Woodson.

Here’s a view of the Cowboys’ news cycle this season:

Aug. 4

The Cowboys announce that safety Darren Woodson will be inducted into the Ring of Honor during halftime of the Nov. 1 game against Seattle at AT&T Stadium.

Aug. 8

Tony Romo confirms a national endorsement contract with Under Armour. It’s his first since he left Starter in 2013. “Like I said, Under Armour was a no-brainer. And on top of it, the way that they represent themselves. It’s young, it’s cool, it’s kind of hip. My kids wore Under Armour all day long before I ever signed on,” he said.

Aug. 8

Former defensive end Charles Haley is inducted into the Pro Football Hall of Fame in Canton, Ohio. He gives a rousing, funny and inspiring 11-minute, 42-second speech. Haley is still the only player with five Super Bowl rings, winning three with Dallas and two with San Francisco.

Aug. 27

DraftKings, Inc. announced a partnership with the Cowboys. As part of the agreement, AT&T Stadium featured a DraftKings-branded fantasy sports lounge. The DraftKings Fantasy Sports Lounge is located at the field level at AT&T Stadium and is the gateway to the field for opposing teams’ players as they leave the locker room.

Sept. 1

Nationwide Insurance debuted its first Dallas Cowboys-only National Football League Jingle ad. The spot featured a substitute teacher working “Cowboys Math” on the board with problems such as “5 + 4 = Romo” and “90 - 8 = Witten.”

Sept. 11

The Cowboys officially named their new headquarters and multi-use event center in Frisco as The Ford Center at The Star. The complex opens in August 2016.

Sept. 14

Forbes magazine announces that the Cowboys are valued at $4 billion, making it not only the richest franchise in the NFL, but also in the world. No other franchise in the world, Forbes said, is worth more than “America’s Team.” The next closest is Spanish soccer club Real Madrid ($3.16 billion). Behind the Cowboys in the NFL’s most valuable are the New England Patriots ($3.2 billion), Washington Redskins ($2.85 billion), New York Giants ($2.8 billion) and San Francisco 49ers ($2.7 billion).

Sept. 28

Jason Witten gets his own cereal. Witten’s Lucky Stars cereal becomes available at all participating Albertsons and Tom Thumb stores in the North Texas area. The cereal comes packaged in a 11.5-ounce Limited Edition Collector’s Box that features a custom illustration of Witten.

Oct. 27

The team announces that country music superstar and reigning entertainer of the year Luke Bryan will perform during halftime of their Thanksgiving Day game against Carolina. The game and halftime show serve as the kickoff for the Salvation Army’s annual Red Kettle campaign, which raises millions of dollars throughout the holiday season.

Nov. 1

Woodson is inducted into the Cowboys’ Ring of Honor during halftime of the Cowboys-Seattle game.

Nov. 3

Details of the Omni Frisco Hotel, which will serve as a cornerstone for The Ford Center at The Star complex, are revealed at a news conference. The 16-story, 300-room hotel is set to open in early summer 2017.

Nov. 26

The Cowboys wear mostly white uniforms Thanksgiving Day as part of the NFL and Nike Color Rush campaign. The white jersey has a navy star on each shoulder. The front and back numbers and lettering are navy. The pants are all white with a navy stripe down the side.

Related stories from Fort Worth Star Telegram