It was only fitting that Jerry Jones, who made a fortune in the oil industry, made an appearance on a popular TV series about the oil boom in West Texas. And no surprise that the Dallas Cowboys owner and president earned rave reviews.
Jones made a cameo on the Paramount+ Western drama series Landman on Sunday. Playing himself in the ninth episode of the first season, Jones visits Jon Hamm’s character (Monty Miller) in a Fort Worth, Texas, hospital. While there, he delivers a heartfelt monologue about working with his family in all his endeavors across oil, real estate and football.
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His nearly four-minute appearance, where he is seen sporting his signature star pin on his lapel, scored the Cowboys a $1 million in equivalent brand value, according to Apex Marketing Group.
The Jones family has a relationship with Landman director and native Texan Taylor Sheridan, who also was behind TV show Yellowstone and neo-Western crime movie Hell or High Water. Sheridan, who ranches in Texas and is a regular in the Jones family suite at Cowboys games, has previously collaborated with the team. Sheridan was involved in the team’s schedule release video in 2023—he auditions Cowboys players while Jones reviews a script of season five of Yellowstone. The producer and director also had Yellowstone cast members meet Jones on the sidelines before a Cowboys game against the Philadelphia Eagles in November.
The Cowboys, who are most valuable team in pro sports, are already one of the most recognizable brands in sports. Jones bought the team in 1989 for $140 million, and it is now worth a league-best $10.3 billion in total value, according to Sportico’s latest NFL valuations, despite not winning a Super Bowl since 1996.
Sunday wasn’t Jones’ first TV show appearance—the Cowboys’ owner has made cameos over the years on other popular shows including Entourage, The League and Arli$$. He also was featured in the Netflix unscripted series America’s Sweethearts, which highlights the Cowboys’ cheerleaders business.
But the Landman cameo where he portrays his authentic self is different given how close to home it hits, which makes it one of the memorable moments in Lone Star TV in recent memory. The team’s on-field future remains unclear, with their head coach status in limbo, but the Cowboys are doing what they do best; staying in the headlines even when they’re not on the field.
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