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Jerry Jones says Cowboys could fetch over $10B in sale, but he'll 'never sell' team

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If there's one thing every football fan knows about Jerry Jones, it's that he loves his Dallas Cowboys. Now we know just how much he loves them.

Peter King of NBC Sports recently spoke with the Cowboys owner to get his opinion on what his gold star franchise could get in a sale. With the Denver Broncos currently on the block — and the expected purchase price is expected to be between $4 billion and $4.5 billion — King was wondering just how much the Cowboys could fetch.

Here's King's setup from Monday's "Football Morning in America" column:

Amazing, especially considering that when Forbes did its annual valuation of franchises this year, the Broncos were 10th. So if the Broncos are 10th and worth $4.5 billion, what are the rolling-in-dough Cowboys worth? Forbes says $6.5 billion. The smartest business consultant in NFL circles, Marc Ganis, told me he thinks Jones would get $8 billion or $8.5 billion if he tried to sell.

So King contacted the man in charge of Jerry World to find out what he thought.

Jones, when I asked him, said:

“Ten up.”

Asked to clarify, he said, “more than $10 billion.”

Jones thinks the Cowboys could fetch over $10 billion in a sale, which is a lot of money. Enough to make anyone, even the wealthy Jones, pause and consider selling, right?

Nope. Not even a little bit. Jones immediately followed that valuation with a clear and concrete statement: he will never, ever sell the Cowboys. Not for $10 billion, not for anything.

“But let me make this very clear,” Jones said. “I’ll say it definitively. I will never do it. I will never sell the Cowboys. Ever.”

Promises like that aren't always kept. But if there's one person in the entirety of football you can trust to keep that particular promise, it's Jerry Jones.

ARLINGTON, TEXAS - JANUARY 16: Dallas Cowboys owner Jerry Jones is seen on the field prior to a game between the San Francisco 49ers and Dallas Cowboys in the NFC Wild Card Playoff game at AT&T Stadium on January 16, 2022 in Arlington, Texas. (Photo by Richard Rodriguez/Getty Images)
Jerry Jones has promised that he will never, ever sell the Dallas Cowboys. (Photo by Richard Rodriguez/Getty Images)
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