Building a Legacy: Lessons from America’s Team

Dallas Cowboys (America’s Team)

Recently, Sportico released its 2025 NFL Franchise Valuation Rankings, and the Dallas Cowboys once again claimed the top spot. The franchise is now valued at $12.8 billion—a $2.5 billion increase and a 25% jump over last year’s $10.32 billion valuation.

Whether or not you’re a Cowboys fan, the takeaway goes beyond sports. It is a story about brand power, consistency, and long-term vision.

The Power of Staying the Course

The Dallas Cowboys are more than a football team; they are a brand that has endured for decades. Known as “America’s Team,” the Cowboys have created a legacy that transcends wins and losses. That identity, cultivated and reinforced year after year, has kept the brand both relevant and profitable, and has also made it aspirational. Often, as I travel around the globe, as soon as I mention that I am from Texas, especially if I say Dallas, the next question is most often, "Are you a Cowboys fan?"

This didn’t happen overnight. Jerry Jones and his leadership team have spent decades protecting and nurturing the Cowboys' brand. From stadium experiences to fan engagement, they have committed to the long game, resisting the temptation to make short-term moves that would dilute their value.

For entrepreneurs, this provides an important lesson: enduring value comes not from chasing quick wins, but from staying true to a vision and executing consistently.

The Temptation of the Quick Exit

In today’s business environment, many companies are built to sell quickly. Founders create something, scale it rapidly, and exit, moving on to the next venture. There is nothing inherently wrong with that model; it can generate wealth and innovation.

But it often misses the opportunity to create lasting impact. Quick exits rarely produce the kind of loyalty and recognition that the Cowboys enjoy. More importantly, they don’t always provide long-term stability for the employees, communities, or customers who invested in the brand’s journey.

A Founder’s Perspective

As the founder of Bracane, I’ve lived the entrepreneurial journey for more than 25 years. While we may never reach a billion-dollar valuation, perhaps $50 million, the principle remains the same: building a legacy takes time, attention, and dedication.

Our company was not created as a sprint. It was built with a commitment to solve meaningful problems in healthcare, research, and equity. Over the years, we have grown, adapted, and even stumbled at times, but the long-term vision has remained intact. That vision has kept us aligned through both challenges and opportunities. Our brand has evolved, we have pivoted, danced, and jumped hoops, but our mission remains the same.

Why Legacy Matters

Legacy isn’t just about size; it’s about endurance and impact. For Bracane, legacy means creating solutions that outlast projects, building relationships that outlast contracts, and developing a team culture that outlasts leadership transitions.

When you choose to build for the long haul, every decision looks different. You measure success not only in quarterly earnings but also in client trust, community outcomes, and the resilience of your brand. You recognize that setbacks are temporary, but reputation is permanent.

Lessons for Founders and Entrepreneurs

So what can founders and business leaders take from the Cowboys’ example?

• Define your identity early. Just as “America’s Team” became the Cowboys’ rallying cry, love them or not, know what you stand for and stick with it.

• Play the long game. Quick wins are attractive, but sustained commitment creates lasting value.

• Invest in the brand. Every interaction, client, employee, or partner, reinforces (or weakens) your reputation.

• Measure success broadly. Dollars matter, but so do relationships, culture, and trust.

  
  

The Road Ahead

For me, the journey as an entrepreneur is not about chasing the next exit. It is about building something meaningful, enduring, and impactful. The Dallas Cowboys may represent a billion-dollar empire, but the lesson applies to all of us: a legacy is built over time, not overnight.

So here’s to the entrepreneurs who choose to dream big, stay the course, and build not just for today, but for the generations that follow.