The Dallas Cowboys have returned, and supporters of 'America's Team' are overjoyed at the return of the NFL's richest franchise.

The Dallas Cowboys haven't won a Super Bowl in almost a quarter-century. They've barely been in the conversation, with only four postseason wins in that time. 

Nonetheless, the Cowboys are the most valued NFL franchise, surpassing the New England Patriots, who have won six Super Bowls since Dallas' previous victory. 

Despite decades of futility, the Cowboys are always in the news, thanks to a nearly universally known brand. 

"They have that slogan that kind of sticks," said Terrell Owens, a former Cowboys wide receiver who played for the team from 2006 to 2008. "They are America's Team." 

Despite decades of futility, the Cowboys are always in the news, thanks to a nearly universally known brand. 

"They have that slogan that kind of sticks," said Terrell Owens, a former Cowboys wide receiver who played for the team from 2006 to 2008. "They are America's Team." 

"Love them or hate them, they are the most recognizable brand in the NFL," said Scott Rosner, director of Columbia University's sports management school. " 

They are relevant no matter what side of the question you fall on - whether you're on the love side or hate side." 

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