In this episode of On Stage, Sports Business Journal’s Publisher and Executive Editor Abe Madkour sits down with the three siblings leading the most valuable sports franchise in the world—the Dallas Cowboys. Recorded on September 17, 2024, at SBJ’s AXS DRIVE event in Frisco, Texas, this rare joint appearance features Charlotte Jones (Chief Brand Officer), Jerry Jones Jr. (Chief Sales & Marketing Officer), and Stephen Jones (Chief Operating Officer) in an open, insightful—and often humorous—conversation about brand leadership, family legacy, and building a business that goes far beyond game day. Together, they discuss: - The Cowboys Brand Philosophy: How consistency, culture, and big picture planning keeps “America’s Team” commercially successful. - Family Governance in Sports: Lessons from decades of collaboration and how they divide roles across football and business operations. - Leadership Through Change: How the Cowboys have adapted to evolving fan behavior, media, and sponsorship trends. - Stadium and Venue Strategy: AT&T Stadium’s global status—and what’s next for the Cowboys’ physical and digital presence. - Legacy and Longevity: What it means to uphold a multi-generational vision while continually evolving. Getting all three Jones siblings on stage together is rare—and the energy, humor, and candor they bring to this conversation is both entertaining and insightful.