How much would wins lift Cowboys' value?

IRVING, Texas – Jerry Jones purchased the Dallas Cowboys and Texas Stadium for $140 million in 1989. According to Forbes’ NFL Team Value list, the Cowboys are worth an NFL-best $3.2 billion.

How much greater would their worth be if they were actually competing for Super Bowls?

Since beating the Pittsburgh Steelers in Super Bowl XXX, the Cowboys have won two playoff games. They are in the midst of a four-year playoff drought and have finished 8-8 the past three seasons.

Yet the Cowboys still make a ton of money. According to Forbes, the Cowboys have the highest revenues at $560 million and operating income at $246 million.

The Cowboys moved into AT&T Stadium in 2009 and the $1.2 billion structure has become the preeminent sporting location around. It has hosted a Super Bowl, an NBA All-Star Game, a Final Four and will also play host to the first College Football Playoff championship game in January.

The Cowboys are also building a new practice facility that is scheduled to open in 2016 in Frisco, Texas, complete with an indoor stadium that Frisco high schools will use as well as a shopping center and hotel. The Cowboys will be on the hook for any costs over $115 million for the practice facility.

The only team worth more in the world is soccer's Real Madrid at $3.4 billion. The New England Patriots have the second-highest value in the NFL at $2.6 billion.