Jerry Jones isn’t afraid of change and backs a global Super Bowl

Jerry Jones isn’t the type to stay quiet when it comes to shaking up the NFL’s biggest pieces. The Dallas Cowboys owner and general manager made headlines again this week by openly backing an idea that, for many American fans, borders on sacrilege: hosting a Super Bowl beyond U.S. soil.

In an interview with Dallas radio station 105.3 The Fan, Jerry Jones made it clear he supports any initiative that helps grow the league and expand its global reach. “I’m in favor of anything that promotes growth or increases the NFL’s audience,” he said. The statement was reported by Marca, which emphasized how this stance marks a shift from the more traditional view Jones held in previous years.

NFL expansion in motion

The NFL has already taken concrete steps in that direction. In 2025, the league scheduled games at iconic venues like Santiago Bernabéu in Madrid and Croke Park in Dublin, along with a landmark appearance in São Paulo. Starting in 2026, games will also be played in Rio de Janeiro. This international push is no longer a theory—it’s a full-fledged strategy.

.@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.