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Tom Landry
Jones never shy to take risks

In the NFL, everyone tries to keep up with the Joneses. And for good reason. Cowboys owner Jerry Jones has transformed a franchise that was losing $1 million per month in 1989 into the league's richest team, one valued by Forbes at $1.8 billion. Despite their struggles on the field, the Cowboys are routinely at the top when it comes to number of prime-time games, sponsorship revenue, TV viewership numbers and merchandise sales. In fact, their cheerleaders outsell many NFL teams in merchandise. The Cowboys' $1.3-billion stadium is the most luxurious and largest this country has known. Even with the on-field success of such teams as the Patriots, Colts, Saints and Packers, the...

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