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-- fox sports news analyst Rick -- talking Dallas cowboys' value. Force comes -- -- its annual marketing report shows the Cowboys the NFL's first two billion dollar net worth team outpacing the Patriots and others by nearly 400. Billion dollars for number two. And what a Super Bowl since 1996 and am -- great on the field. So why are -- worth so much a couple of factors first the Cowboys themselves a great new one point five billion dollar stadium is the showcase of the industry. They're not just texas' team more dallas' team they're America's team they've done a marvelous job of cultivating their brand nationally and internationally. More important than that though is the solid foundation of the NFL. About a one point 2% increase in attendance which is not that much but it's reversed a negative trend seventy and a half million people games 42. Billion dollars in television contracts in this next -- which is huge. Ten years of labor peace unprecedented labor stability. And the bottom line is a nine billion dollar NFL industry that could go up to twenty billion by the end of his contract cycle certainly it's a combination of the team and the league. By the way. If I two billion dollars lying around I'd by the Dallas Cowboys as well for fox sports on a car.