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Dallas Cowboys Owner Jerry Jones Expands LGBT Merchandise at AT&T Stadium

Arlington, TX – September 23, 2025
The Dallas Cowboys, often branded as “America’s Team,” have made a bold move that’s generating headlines across the NFL. Owner Jerry Jones announced that AT&T Stadium will
The decision follows months of discussions about enhancing the fan experience and aligning stadium retail with the NFL’s broader push for diversity. Rainbow-themed gear has long been visible in team shops, but the Cowboys are now making it a centerpiece.
In a statement that quickly spread online, Jones declared: “The Dallas Cowboys stand for tradition, excellence, and unity. Supporting every fan matters to us, and expanding LGBT merchandise is about ensuring everyone feels seen, valued, and welcomed.”
The move was met with immediate reactions. Advocates praised the decision as a powerful step forward, applauding the Cowboys for embracing inclusivity in a visible way. Critics, however, argued that football should remain free from social or political expression, warning of unnecessary controversy.
Across Dallas, the impact was immediate. Fans shared photos of newly designed rainbow jerseys and accessories at the stadium shops, while social media erupted with both celebration and debate. Within hours, the hashtag
The NFL has long emphasized diversity and inclusion, but insiders say the Cowboys’ initiative sets a new standard for visibility. League executives are watching closely to see if other franchises will follow Dallas’s lead.
For the Cowboys, the timing underscores confidence. At 2-1 and competing in a tight NFC East race, the franchise is projecting strength both on the field and off, using its platform to amplify messages of belonging.
Whether celebrated or criticized, the Cowboys’ decision cements their place at the center of America’s cultural conversation — and reinforces that, for Jerry Jones, the fan experience is about more than just football.
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