Saturday, May 31, 1997

Magazine: Cowboys remain top-valued sports franchise

By Associated Press

DALLAS (AP) - The Dallas Cowboys remains America's top-valued sports franchise, according to annual ratings in Financial World magazine.

In its June 17 issue, the magazine estimated the Cowboys' worth at $320 million for 1996, up almost 18 percent from last year's $272 million.

It's the fifth year in a row that the team has headed the magazine's list, which covers professional football, baseball, basketball and hockey franchises.

"It's flattering," Cowboys' owner Jerry Jones is quoted as saying in Friday editions of The Dallas Morning News. "I believe it's a reflection of a lot of people that work for the Dallas Cowboys and at Texas Stadium."

In compiling its list, the magazine considered how much money a team can generate from ticket sales, luxury suites, radio and television, parking and concession sales.

The magazine estimated the Cowboys' revenues at about $121 million, more than any other team.

The magazine also rated the Texas Rangers as above average for their league, estimating its value at $174 million, up from $138 million last year and sixth in the majors. The average major league baseball franchise is worth $134 million, the magazine said.

The Mavericks and the Stars are below average for their sports. "Financial World" valued the Mavericks at $104 million, up from $89 million in 1995 and next to last in the NBA. The league average is $148 million.

The Stars rank third from the bottom in the NHL. Their estimated worth rose from $53 million in 1995 to $63 million in 1996.

Reunion Arena's lack of luxury suites and other amenities limit the teams' revenues and holds down the value of the franchises, said Michael Ozanian, the magazine's chief analyst. If a new arena is built, the Mavericks and Stars would receive a boost in revenues and franchise values.

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