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Jerry Jones, Jr.
As Executive Vice President and Chief Sales and Marketing Officer, Jerry Jones, Jr. is a key member of the Dallas Cowboys front office, overseeing the club’s entire sales and marketing efforts. Jones was instrumental in the design and planning of AT&T Stadium, viewed as one of the world’s truly unique sports and entertainment venues, as well as the team’s new state-of-the-art training complex - The Star - which opened in Frisco in 2016. Since opening in 2009, AT&T Stadium has played host to Super Bowl XLV, the 2010 NBA All Star Game, the 2014 NCAA Men’s Final Four, the annual Goodyear Cotton Bowl, the inaugural College Football Playoff National Championship Game in 2015, WrestleMania 32 and numerous other major events on top of being the home of the Dallas Cowboys.
Jones played an integral role in the development of the 91 acres and related businesses at the new Dallas Cowboys headquarters at The Star in Frisco. Jones has spearheaded the health and wellness projects that will be located at the Cowboys new home, including the Baylor Scott & White Sports Therapy & Research Facility at The Star, the 300,000-square- foot campus for sports medicine, research and performance facility. In addition, he was instrumental in Cowboys Club, a rst-of-its-kind private members club complete with a restaurant, pool, five-star restaurant, fitness facility and more at The Star. The fitness facility attached to Cowboys Club, Cowboys Fit, is a three-story premier health and fitness center that allows members to exercise to a Cowboys-centric workout routine. Jones has also overseen sponsorships and potential naming rights for various portions of The Star.
In his current role, Jones is the guiding force behind all of the club’s sales and marketing efforts, both those directed at the team’s loyal fans as well as its corporate partners. With the Cowboys unique vertical structure, Jones leads a team that is not only responsible for the sales and marketing of the club, but also its vast merchandising business as well as all digital and broadcast media.
Jones guided the transition of 65,000 season ticket holders as well as over 300 suite owners from Texas Stadium to the club’s new home. With a stadi- um capable of holding up to 100,000 fans, including eight club areas and 3.0-million-square feet of space, this monumental effort required the expansion of the club’s sales team to over 60 employees dedicated to personalized customer service. At the same time, Jones has also been deeply involved in the extension and expansion of the club’s already sizable corporate sponsorship base. In recent years, Jones has directed the extension of long-term agreements with numerous valued partners like Miller Brewing, Ford, Bank of America, Pepsi and Dr. Pepper as well as the expansion of the AT&T partnership to include stadium naming rights.
In both 2008 and 2009 these efforts were recognized by the Sports Business Journal when Jones was named to their “40 Under 40” list of executives under the age of 40 who are making the greatest contribution to their organization and the world of sports and entertainment.
On the broadcast front, Jones oversaw the 2006 move to bring the club’s radio broadcast in-house. The move added English radio to the club’s stable of English and Spanish television programming as well as the Spanish radio broadcast. Dallas Cowboys Broadcast Department now originates over 40 hours a week of original television, radio and internet programming aired across the Dallas Cowboys Broad- casting Network in five states. Through his work, Jones has helped foster the NFL’s largest team-operated media broadcast network.
Jones has established a growing reputation at the league level as it relates to sales and marketing. He has served on the NFL’s Marketing Executives Committee as well as the Internet Working Group Committee.
In 2001, to help further the Dallas Cowboys marketing and brand image initiatives, Jones became the CEO of Dallas Cowboys Merchandising, Ltd. (DCM), a company formed in 1996 to design, manufacture and distribute Dallas Cowboys merchandise through- out the world. To date, the Cowboys are still the only major league sports team to form such an entity, enabling their fans to have the unique opportunity to enjoy the authenticity of team merchandise and memorabilia, straight from the source. DCM and the Dallas Cowboys continue to thrive as one of the top teams in NFL sales over the past 20 years, and un- der Jones’ leadership, DCM and its subsidiaries have added exclusive, long-term partnerships, including the University of Southern California, University of Texas and IndyCar.
Today DCM mall stores have more than doubled to 35 retail locations throughout Texas and New Mexico, including the 15,000-square-foot Pro Shop in AT&T Stadium. In 2010 DCM moved into a 400,000-square-foot manufacturing and distribution headquarters near DFW Airport, with retail, design and sales located at The Star. In 2014 Jones helmed the launch of Fans United, a premier licensed sports retailer. Fans United now has store locations across Texas in Frisco, Southlake, Cedar Hill and San Antonio, with three more stores slated to open in 2017.
Jones took over as the club’s Chief Marketing Officer in 2001 after first joining the club in 1996 as Vice President and General Counsel. He spent his early years negotiating rookie contracts, local radio and television broadcast rights fees and sponsorship agreements. He was also instrumental in launching the Dallas Cowboys official website, which continues to be at the forefront of internet technology and has become one of the NFL’s most comprehensive and innovative team pages. Following the 2005 season, the site won the NFL’s award for best content, and with Jones’ leadership, dallascowboys.com today has more than 60% higher unique visitors than the next closest team, more than double the site visits, eight million more page views-per-month than the next closest team, the largest social media community in the NFL and a lead of more than one million in Facebook likes over the next closest team.
Jones, born Sept. 27, 1969, earned his law degree from Southern Methodist University in 1995. He completed his undergraduate coursework at George- town University, where he majored in political science and graduated with a BA in 1992. Jones and his wife, Lori, reside in Dallas, Texas with their children James and Mary Chambers.