Jerry Jones: Cowboys' estimated worth doesn't win Super Bowls

The Dallas Cowboys' are estimated to be valued at $3.2 billion, according to Forbes.

Matthew Emmons / USA TODAY Sports

Forbes recently estimated the value of the Dallas Cowboys to be $3.2 billion. The only sports franchise in the world with a higher estimated value was Real Madrid at $3.4 billion.

Many critics of Cowboys owner Jerry Jones say the money is all he cares about.

During a Friday morning radio interview, Jones explained why he doesn't believe that's true.

"I really didn't get into this thing for the financial aspect of it," Jones said on 105.3 The Fan [KRLD-FM]. "As a matter of fact, I had to overcome getting into it because of the financials, because it was in such poor shape, and some of the challenges that not only the team had, but the league had and what was going on around town here.

"I had a little money and I gave it all up to buy the Cowboys. What I'm in it for is what everybody, and I know I'll sound defensive, but it really makes me be a little defensive, it's pretty well known that we'll never know what it's actually worth unless [you find out] what it sells for, because that's not going to happen. More importantly than anything, the big thing is we use anything we can, whether it be pride, whether it be recognition, we'll use any of that we can to help us make a first down.

"I don't know that [the Forbes] ranking has helped us make a first down, but if there's a way to try to figure out how to leverage it, I'll do it."

Well, one way could be having the league get rid of the salary cap. Jones could then use all that revenue to outspend the competition.

"Hey, good luck on that," Jones said with a chuckle. "I kind of tossed that out in the last negotiation and it didn't get very far."

Jones then compared the Cowboys franchise to a room filled with lighter fluid. A Super Bowl is the match. He's been a part of three Super Bowls and says getting a fourth match is what he dreams about.

"Our franchise is an institution in sport," Jones said. "It was made up of a lot of players, a lot of fans, a lot of great things happened for the Cowboys to be here. It came along right when television got big. It came along with a lot of firsts. It had great management in Tex Schramm and great coaching, Tom Landry, and all of that made it a TV darling. Well, only seven percent of NFL fans have been in an NFL stadium. That means 93 percent of NFL fans never go in a stadium, they watch it on television. And the Cowboys are unquestionably the No. 1 watched programming in all of television, much less sports, much less the NFL. That's the way it is. Now, it's because of a combination of things.

"I try to maximize in any way and in doing so I think it lifts all boats. It lifts the NFL, it lifts other teams, it does a lot of things like that. With the history of five Super Bowls, you never go quite as low as teams that haven't had that success or teams that don't have that kind of visibility or that kind of wow. You never go that low.

"But on the other hand, it's like a room full of lighter fluid. If you hit it with a match called a Super Bowl, it blows it completely out into the stratosphere beyond anything that you could imagine. I've experienced that. I've seen it happen. And that's what I dream of. Now, the whole show, get up and go to bed trying to figure out a way to get us in that Super Bowl, is my show. That's what I'm trying to do."

Follow Jon Machota on Twitter: @jonmachota