The Pro Football Hall of Fame elected Jerry Jones not merely because he helped Jimmy Johnson build a dynasty in the past, but also because of his contributions to the NFL. As a business leader, Jones blazed trails in sponsorship deals that are now the norm in 2022 but were unheard of in the early 1990s, when former commissioner Tagliabue went toe-to-toe with him over sponsorship deals with Pepsi and Nike.

Several years later, the Cowboys owner is carving another path in the league, this time involving cryptocurrency, announcing a partnership with — the first-ever partnership for an NFL team.

“Blockchain is one of the oldest and most trusted digital asset platforms in the world, has easy-to-use products and remains relentlessly focused on customers,” Jones said, via press release ahead of a press conference to announce the partnership. “They are bringing Wall Street to Main Street by making digital assets available to anyone, anywhere in the world — and that’s a touchdown for our millions of global fans. We take pride in being the first team in the NFL to sign an official cryptocurrency partnership, and are proud to venture into this innovative business with”

From the other side of the deal, the sentiment is reciprocal.

“Our mission is to help anyone be involved in cryptocurrency, to help anyone be involved in web three,” founder and CEO Peter Smith said. “That’s why I’m so excited about the partnership with a Dallas Cowboys.”

“We chose to partner with the Cowboys because they represent the most trusted brand in professional sports, they compete with a champion mindset and believe in longterm partnerships,” said CEO Peter Smith. “Growing up in rural America where football is deeply rooted in the culture, I’m incredibly honored to join forces with the world’s most valuable sports franchise and the Jones family, who have dedicated their lives to building a first-class franchise on and off the field for 33 years.”

Cowboys owner Jerry Jones recently expanded his brand to include a casino and cryptocurrency, which arrived after a tumultuous offseason in which both Jones’ personnel moves and personal life have been at the center of controversy.

“Am I going to buy my cryptocurrency through” Jones said. “You bet I am.”

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