When Jerry Jones bought the Dallas Cowboys in 1989, it changed the lives of many. An iconic franchise was restored in the form of a 90s dynasty when several coaches and players embarked on a path that took them all the way to the Hall of Fame in Canton, Ohio. Decades later, those great moments feel like distant memories as Jerry and his son Stephen are at the forefront of all things football in Dallas. However, there is one family member who doesn’t get talked about very much.
Charlotte Jones, the
daughter of Jerry, is a co-owner and the Chief Brand Officer of the Cowboys. That title might not mean a whole lot to some people, but when you are the architect of the brand identity for the most valuable franchise in sports, it is kind of a big deal. Over the last 30 years, she has had a massive role in transforming the Cowboys into a global powerhouse. She has broken gender barriers in the NFL and turned the franchise into a charitable force.
Her Cowboys story started in typical Jones family fashion, right in the middle of a big controversy. When rumors circulated that Jerry intended to change the image of the iconic Dallas Cowboys Cheerleaders into something a little racier, widespread outrage ensued. Jerry called upon his daughter to step in and fix things, and that is exactly what she did. Charlotte not only retained their All-American image, she also transformed them from a popular sideline dance squad into their own $50 million pop-culture powerhouse. Between merchandising, live tours, and even a famed reality television show that aired for 16 seasons, the cheerleaders became an incredibly successful entity of their own.
Believe it or not, that is only one small element of Charlotte’s long list of achievements, even though it is the one fans associate her with the most. Jones was also a chief decision maker regarding the design of AT&T Stadium and The Star, as they became much more than just football facilities. They had a distinct look and became a major part of the fan experience because she was the creative visionary behind how this team was presented to the world. She oversaw the interior design and added upscale décor, while still creating a welcoming venue for the community.
Speaking of the community, this is where Charlotte truly thrived. In 1997, she took advantage of the huge television audience for the Thanksgiving halftime show and turned it into a massive money-raising extravaganza that launched the Salvation Army’s Red Kettle Campaign. She convinced network executives to forgo their commercial revenue and stay locked on the show. They agreed if she could deliver a star-studded performance, which she did. She turned a simple halftime intermission into a pop-culture phenomenon that has transformed into the longest-running annual fundraiser in sports. Using three decades of Cowboys tradition, this effort has raised over $3 billion to help millions of people in need over the holiday season.
In 2012, she became the first female chairman of the NFL Foundation, breaking major gender barriers along the way. Between fundraising initiatives and helping develop strategies for youth football safety, she stands as one of the league’s most underrecognized pioneers.
The biggest knock on the Jones family usually comes from Jerry and Stephen meddling in football things that genuinely belong in the hands of others. They just don’t want to stay in their lane. Charlotte also does not stay in her lane. She swerves all over the place, but it just so happens that she is driving on roads she handles quite well.
Whether it is building a brand, designing a world-class facility, or being a committed philanthropist, there is no “drought” on her résumé. This Jones family member does far more than just choose which hot pants the cheerleaders should wear, as she continues to be one of the league’s most successful visionaries.
