The Dallas Cowboys are back and fans of ‘America’s Team’ are elated

The Dallas Cowboys haven’t won a Super Bowl in over 25 years. They’ve hardly even been in the conversation, notching only four playoff victories in that span.

Yet the Cowboys are the most-valuable NFL franchise, topping the New England Patriots, who have won six Super Bowls since Dallas last took home the Vince Lombardi trophy. Despite decades of mediocrity, the Cowboys are always in the headlines, thanks to a brand that’s almost universally recognized.

“They have that slogan that kind of sticks,” said former NFL wide receiver Terrell Owens, who played for the Cowboys from 2006 to 2008. “They are America’s Team.”

Fans now have a reason to get excited about what’s happening on the gridiron. After an injury-riddled season last year that saw the team finish 6-10, the Cowboys are 5-1 in the new campaign, riding a five-game win streak and leading the NFC East division by three games.

America’s team is back.

“Love them, hate them – they are the biggest brand in the NFL,” said Scott Rosner, the director of Columbia University’s sports management program. “They are relevant no matter what side of the question you fall on – whether you’re on the love side or hate side.”

Heading into their bye weekend, the Cowboys are the hottest they’ve been since 2016, quarterback Dak Prescott’s rookie season. Through six games Prescott is among the league leaders in passing, living up to his four-year $160 million deal. Prescott’s last season was cut short after he suffered a compound fracture in his right ankle in week six against the New York Giants.

Prescott is getting plenty of assistance from the highest-paid NFL receiver, Amari Cooper, and the most expensive running back, Ezekiel Elliott. They make up the Cowboys’ new big three, spearheading an offense that’s second in rushing yards and fifth in passing.

The defense has also held up. Despite giving up the third-highest number of yards, the unit leads the NFL in interceptions with 11, including seven by cornerback Trevon Diggs.

Fans are downright giddy. The jerseys of Cooper and fellow wide receiver CeeDee Lamb are two of the top sellers across the league, according to the NFL Shop. The team leads the NFL in attendance, averaging 93,335 people at its three home games.

Forbes projects the Cowboys are worth $6.5 billion, the most valuable across all U.S. sports. Jerry Jones, who purchased the team more than 30 years ago, has seen his wealth swell to $10.6 billion, Forbes estimates.

“The Cowboys have not won since 1995,” said longtime Cowboys beat reporter Clarence Hill, who writes for The Fort Worth Star-Telegram. “Jerry bought the team in 1989, and they were in the tank. He would tell you the team was worth 50 cents on a dollar, even with the history. Since then, they’ve grown to the…