NFL expansion in motion
.@sanbenito. Super Bowl LX. Santa Clara. February 2026. #AppleMusicHalftime #SBLX @AppleMusic @SNFonNBC @RocNation pic.twitter.com/CMn8BtUGzV
— NFL (@NFL) September 29, 2025
Jerry Jones believes American football carries values that can resonate with audiences abroad. “For years I thought the essence of our game couldn’t be transferred to Europe or other places. But I’ve changed my mind,” he admitted. He’s convinced that the sport’s physical demands and ethical standards can be understood and appreciated globally.
Global brand in play
And what role would the Cowboys play in this new landscape? If there’s one franchise with the media clout and commercial appeal to headline an international Super Bowl, it’s them. Jerry Jones knows it. Since taking over in 1989, he’s turned the Cowboys into a global brand, with visibility in markets like Mexico, the UK, and Japan. A Super Bowl outside the U.S. featuring the Cowboys wouldn’t just be a game—it would be a worldwide spectacle.
The idea still faces pushback from die-hard traditionalists, but Jerry Jones isn’t backing down. In his view, the NFL’s future won’t be built on borders—it’ll be built on ambition. And if the Cowboys are part of that map, he’ll be leading the charge.