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Dallas Cowboys Completely Dominate NFL Merchandise Sales

RJ Ochoa



Cowboys Headlines - Dallas Cowboys Completely Dominate NFL Merchandise Sales

We all know someone.

A person in our lives who, due to our Cowboy fandom, has hit us with the absurdly stupid question that Cowboys haters love to ask.

"Are the Dallas Cowboys still America's Team?"

The answer is yes. It's been yes. It's still yes. And it will always be yes. Stop asking.

How can I be so confident? I give you Exhibit A-Z, courtesy of one of the architects that helped forge the teams leading to the "America's Team" moniker - Gil Brandt:

Gil Brandt on Twitter

@DezBryant merchandise sales was tops among all NFL players in 2016 Q1 (via @NFLPA)

I don't have words for how ridiculously absurd this is. I don't. (But there are words below this so really I do. Just go with me.).

You might be wondering why I'm so flabbergasted by this. Consider the following:

  • Dez Bryant, 1st on this list, missed 7 Games in 2015.
  • Tony Romo, 2nd on this list, missed 12 Games in 2015.
  • Ezekiel Elliott, 3rd on this list, has never played an NFL Game.

Think about that! These are players who were, somewhat understandably, lost and forgotten (or not present at all in Zeke's case) during the 2015 season. In spite of that, people want the goods. People can't get enough Dez Bryant or Tony Romo, and people are enormously excited for Ezekiel Elliott. That's impossible to refute.

Are you not entertained?! No? Venture further down the rabbit hole then:

  • Dez Bryant is entering his 7th NFL season.
  • Tony Romo is entering his 14th NFL season.
  • Jason Witten is entering his 14th NFL season.

What does this have to do with anything, RJ? I mean I'm with you and this is all cool, but so what?

You're a Cowboys fan, right? Tell me that you don't own ANYTHING related to Dez Bryant, Tony Romo, or Jason Witten. Do it. I dare you. You can't. They've been around for long enough that you're decorated in gear relevant to your favorite players.

It's AMAZING that these guys, with significant time already in the NFL, are still selling merchandise at a high enough rate to be 60% (not counting Zeke here specifically) of the Top 5 players. The only non-Cowboy in the Top 5 is Aaron Rodgers, only a two-time MVP and Super Bowl Champion. No big deal.

Ezekiel Elliott: A Marketing Machine

Look we all know that Zeke is in a prime position to have some serious success between the endzones (and hopefully inside them) on Sundays this fall. That's a given.

Consider when the timeframe for this data collectoin began - March 1st.


That means that there are 92 days in this specific sample size, and NFL veterans were given a 58 day head start over the 2016 NFL Draft Class.

So in 34 days Ezekiel Elliott was able to bring in more sales than every NFL veteran on this list not named Dez Bryant or Tony Romo. Let's put some dollar signs on that for proper perspective.

Cowboys Headlines - Dallas Cowboys Completely Dominate NFL Merchandise Sales 1

Say that Aaron Rodgers sold a total of $50,000 in merchandise. That seems like a fair number (really it's just easy for my math so go with it please and thanks).

That would mean that over 92 days Aaron Rodgers averaged $543.48 in sales. Obviously Ezekiel Elliott beat him out, and did so in only 34 days, so even if he beat Aaron by one dollar that would mean Zeke averaged $1,470.62 per day!

Obviously this is just a random example, but the point of it is to illustrate exactly how absurd Ezekiel Elliott's marketing prowess has extended across the NFL in such a short period. It's unfathomable.

Show Me The Money

80% of the Top 5 player merchandise sales are Dallas Cowboys. That is incredible.

What's even more astounding is that Jerry Jones has a very unique detail about his team concerning merchandise sales. Jerry Jones, unlike any other owner in the NFL, pockets 100% of merchandise sales.

The Cowboys have Dallas Cowboys Pro Shops scattered all across the state of Texas (and one in New Mexico). There is a warehouse that stores purely Dallas Cowboys product and the Cowboys even have a "home brand" of retail products called "Dallas Cowboys Merchandising."

Sure, that certainly inflates how much money they pull in... because they have more options to do so. Don't let folks use that as an argument against you though. It's an insane business advantage that is indicative of a lifestyle of prestige and success that is only synonymous with one team, the most valuable sports team in the world, the Dallas Cowboys.

What Cowboys merchandise do you own? Share it with us! Comment below, Email me at, or Tweet to me at @rjochoa!

Tell us what you think about "Dallas Cowboys Completely Dominate NFL Merchandise Sales" in the comments below. You can also email me at, or Tweet to me at @RJOchoa!

I like long walks on the beach, mystery novels, no just kidding those suck. The Dallas Cowboys were put on this earth for us all to love and appreciate. I do that 24/7/365. I also love chicken parmesan. Let's roll. @RJOchoa if you wanna shout!

  • txpatriot

    Fans are doing their part, now if only the team could hold up their end!

    • Bryson Treece

      Amen to that!!! It all starts tomorrow.

Game Notes

Takeaway Tuesday: Cowboys Have a Championship Defense

Mauricio Rodriguez



Takeaway Tuesday: Cowboys Have a Championship Defense

The Dallas Cowboys are not only breathing in playoff contention, but they're now the favorites to crown themselves as the NFC East champions in 2018. It's pretty impressive how the tables can turn so quickly in the NFL. Dallas played very well against the Atlanta Falcons last Sunday and we learned quite a bit from them as they bounced back to .500. Here's this week's Takeaway Tuesday! Enjoy it as much as you did Brett Maher's game winning field goal a couple of days ago.

Cowboys Have a Championship Defense

Despite taking steps in the right direction, it's impossible to compare this offense to units like the Chiefs, Saints and Rams. However, it's the Cowboys' defense that could be labeled as a championship unit. Facing an offense with such a strong WR core, allowing only one touchdown on the road is impressive.

The Cowboys sacked Matt Ryan three times and were constantly causing pressures. Byron Jones was great once again, allowing only two catches in passes thrown in his direction. And of course, the kid who's been impressing us all, Leighton Vander Esch continued to play out of his mind. He should be the Defensive Rookie of the Year front runner at this point.

The Cowboys' defense is one of the best in the NFL right now, and any offense will have a tough time facing them. It'll be intriguing to see if they can take the next step and stop a high-powered unit like the Saints in a few days.

Offensive Line Woes Are Gone

The offense has improved a lot the last couple of games. Although there is still a lot to work on, they're not struggling as they were in the first half of the season. The offensive line is a huge part of this. With Marc Colombo at OL coach, things have looked very different in Dallas.

Jon Machota on Twitter

Ezekiel Elliott: "I feel great. I feel fast. I feel physical. I feel very comfortable with the running schemes. We just got to keep rolling. That's what's important. We just got to keep rolling.

Ezekiel Elliott has been on a roll the past two weeks and his comments regarding how he feels about the running schemes shouldn't go unnoticed. The offensive line wasn't playing as well as they are right now earlier in the year. Dak Prescott is noticeably more comfortable in the pocket.

It's intriguing to know what will happen at left guard for the Cowboys. With Connor Williams injured, Xavier Su'a-Filo has done a good job filling in for him. Williams has the upside, but should Dallas mess up the mojo this OL has lately?

Dak Prescott Continues To Be Money In Clutch Si

Dak Prescott: Clutch QB

Dak Prescott continues to be criticized by fans while he keeps proving us why it's not that easy to move on from him. The guy is far from the perfect passer, yet he's been clutch time and time again. This time he did so on the road on an impressive two minute drill.

With 1:46 on the clock, Prescott marched his team down to the Falcons' 24 yard line. He managed to give his team another game winning drive in consecutive weeks. The Cowboys' young quarterback needed a confidence boost and this is perfect for him. He needs to keep it up if the team is going to finish the season as the NFC East champions.

Since entering the NFL, Dak has 12 game winning drives. As frustrating as his play is at times, he will not be easy to replace if the Cowboys decide to move on from this guy down the road. Hopefully, they don't have to. I, for one, believe Dak can be way better with a proper coaching staff. But that's a discussion for another day.

Now, it's time to celebrate the Cowboys' victory and get ready for a short week as the Cowboys play the Washington Redskins on Thursday.

Tell me what you think about "Takeaway Tuesday: Cowboys Have a Championship Defense" in the comments below, or tweet me @MauNFL and let’s talk football! If you like football and are looking for a Dallas Cowboys show in Spanish, don’t miss my weekly Facebook Live! show, Primero Cowboys!

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Player News

Geoff Swaim Needs Surgery, Should the Cowboys even use a Tight End?

John Williams



Cowboys TE Geoff Swaim Quietly Exceeding Expectations? 1

Well, the injury woes continue to mount for the Dallas Cowboys with news coming down this evening that Tight End Geoff Swaim broke a bone in his wrist in the 22-19 win over the Atlanta Falcons on Sunday. The injury will need surgery which will mean Swaim will be out a while, if not for the rest of the season.

David Helman on Twitter

Geoff Swaim broke a bone in his wrist yesterday and is going to need surgery. Sounds like it might not be season-ending, but he won't be available Thursday #cowboyswire

In previous seasons this wouldn't be much of a blow to the offense, but Geoff Swaim has been the only tight end that the Cowboys have ben able to rely on this season. Dalton Schultz is a rookie, Blake Jarwin's been inconsistent, and Rico Gathers still isn't fully trusted. With the Dallas Cowboys and Offensive Coordinator Scott Linehan's insistence on using a tight end, it seems there's a huge hole at the position heading into Sunday's first place showdown with the Washington Redskins.

But in reality, is there?

For weeks, I've been screaming for this team to use more 10 personnel (one running back and zero tight ends) as its primary passing formation because it gets their best pass catching weapons on the field at the same time. Swaim has been solid and consistent in his first year as a starter, but the rest of the tight end group has disappointed. So why even run a tight end out on the field.

The Dallas Cowboys have options that could replace the tight end in the passing game without actually using a tight end.

First, they could use Noah Brown as the de facto tight end. He's been one of the best blockers on the team in his first two seasons with the team and this is the type of role he's made for. Split him out wide and motion him in tight when you want to run. He can be a threat down the seem and in the red zone with his athleticism. He'd be a mismatch for the linebackers that try to cover him and could open space underneath for Cole Beasley. Brown is also a really good run blocker, so having him on the field doesn't negate what you want to do in the run game.

The other player the Cowboys coaching staff could work into more of the tight end route responsibilities is Allen Hurns. Hurns is a really good route runner, especially in the middle of the field, where the Dallas Cowboys haven't received a lot of production. You can put Hurns in as the fourth wide receiver and split him a couple of yards off the tackle to give him a cleaner release than a TE might get and have him run "Y-option," shallow post routes, or drags. He can be a threat in the passing game if put in situations where he can excel. See below for something Allen Hurns does really well.

Film Review: What's Up with Allen Hurns?

In fact, by going four wide receivers with Brown or Hurns on the field, it's possible the opposing defense is forced to run more of dime packages against the Dallas Cowboys 10 personnel.

Why would you want to get teams into dime packages?

Most NFL teams have two pretty good linebackers that they can deploy in nickel situations, but teams rarely have four corners that they can put on the field and feel really good about. So, if you can force teams to remove one of their 11 best players for a backup corner back or safety, you are already winning that matchup.

That matchup would also get you into much more favorable defensive fronts to run against. Even if the opposition put seven or eight in the box, it would be against smaller personnel like corners and safeties instead of a second linebacker.

Running 10 personnel as their base offense moving forward would be unconventional, but with an opportunity to take control of first place in the NFC East on Thanksgiving, now is not the time for conventionality.

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Player News

Cowboys WR Michael Gallup on Personal Leave; Team Offers Support

Jess Haynie



Michael Gallup

Dallas Cowboys rookie receiver Michael Gallup suffered a personal tragedy on Sunday, being informed that his brother committed suicide. He is now on personal leave away from the team, and both Jerry Jones and Jason Garrett have given their full support to Gallup during this difficult time.

According to reports, Gallup was unaware of his brother's death until immediately after the Cowboys' win over the Atlanta Falcons. Michael did not return with the team to Dallas and remained in Atlanta to be with his family.

A formal statement was made by owner Jerry Jones yesterday regarding Gallup:

“Our team and our entire organization are deeply saddened by the news of Michael’s loss. His family is our family. We share in the grief and pain that comes with something so personal and tragic. We offer our support, care and comfort for Michael, and we ask that all of those who have sons and daughters and brothers and sisters join us in keeping Michael and his wonderful family in their thoughts and prayers.”

Throughout his time owning the Cowboys, Jerry has built a reputation for personal loyalty and compassion with his players. His head coach is no different.

As he addressed the media Monday, Jason Garrett did not get into football matters when addressing Gallup's situation:

“This is a very challenging time for him. We’ll take it moment by moment, day by day, and give him all of our love and all of our support.”

While Michael is certainly dealing with something far more important than football, his availability for Thursday's Thanksgiving game against the Washington Redskins does come into question.

The Cowboys have a short week to prepare for Washington, and Gallup has started their last five games. If the rookie has to sit, which seems probable given the timeframe, we can expect more playing time for Allen Hurns and Noah Brown.

Whatever happens happens on that front. Our focus is on Michael Gallup during this sad time, with him and his family in our collective thoughts as Cowboys fans and fellow humans.

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