Dallas Cowboys Trademarks

The Dallas Cowboys’ history spans back to 1960; Clint Murchinson Jr brought the Cowboys into the National Football League (NFL), though they could not participate in the 1960 season draft due to a late start. A poor draft meant that their first season wasn’t great. Their record remained relatively poor until 1965 when they finished with a 7-7 record. However, in 1966 the Cowboys stunned their fans by beginning a 20 season winning streak.

The Cowboys remain one of the most impressive teams of all time – during this time, they entered the playoffs 18 times won 5 NFC championships and two super bowls. They’ve also had their fair share of Hall of Fame players, including Roger Staubach, Bob Lily, and Randy White. Though the winning streak would end and give way to a losing streak, this turned around again with a management change.

In 1992-1995, the Dallas Cowboys won three out of four Super bowls. However, their luck turned again, and since 1998, they have only entered the playoffs six times, with several head coaches coming and going. Despite this, fans continue to flock to the stadium and show their support for the Dallas Cowboys. Only time will tell if their luck will turn around again.

Famous Dallas Cowboy trademarks

With a long-running history as one of America’s favorite teams, you’d be right to assume that they have extensive trademark registrations. Let’s look at some of the most famous trademark applications submitted by the Dallas Cowboys Football Club, Ltd.

Dallas Cowboys

The football team name had its first use in 1960 but wasn’t officially registered with the USPTO until 1967. The trademark registration applies in the following categories:

  • Entertainment services related to live or broadcast football games
  • Men’s, women’s, and children’s clothing, including T-shirts, jerseys, sports clothing, footwear, raincoats, ponchos, and more
  • Trading cards and posters
  • Magazines and newsletters
  • Football helmets


Following first use in 1992, the wordmark “rowdy” was registered in 2007 for use in this category:

  • Entertainment services in the nature of personal appearances by a costumed mascot at football games and exhibitions, clinics, promotions, and other football-related events, special events, charity events, and parties


Following its first use in 1999, the wordmark “DallasCowboys.com”, representing their main website, was trademarked in 2010 in the following categories:

  • Online retail store services, including mail order services for clothing, athletic gear, and equipment, among other things
  • Charitable services, including volunteer programs
  • Novelty items and calendars
  • The provision of bulletin boards online and real-time chat/SMS sessions in the field of athletics
  • Online electronic bulletin boards for athletic competitions
  • Entertainment and educational services provide sports and entertainment information using a computer network
  • Multimedia and theatre performances
  • Sporting and cultural events
  • Online blogs and journals

America’s Team

Following its first use in 2001, the Dallas Cowboys trademarked the slogan “America’s Team” for use in the following categories:

  • Headwear, namely, hats
  • Stationary such as postcards
  • Insulating sleeve holders for beverage cans
  • Lanyards
  • Novelty buttons
  • Banners and textile banners

How ’bout them cowboys

One of their most famous slogans, “How ’bout them cowboys,” has been trademarked since 2016 for use related to:

  • Wearing apparel/clothing

Football helmet logo

The Dallas Cowboys have a team logo that features a football helmet like most teams. Their unique logo features a helmet with a Texan Star on the side, in honor of their place as the most famous team from Texas. The logo has been trademarked since 2015 (following first use in 1968) for use in the following categories:

  • Goods and services, clocks, jewelry, pins, and accessories
  • Fabric flags and banners, textile wall hangings, towels, placemats of textile material, table cloths not of paper, blanket throws, comforters, textile fabrics for making clothing, and household furnishings
  • Pencils, pens, clipboards, other stationery, and art pictures
  • Toys and sporting goods
  • Decorative magnets
  • Downloadable software, mobile software, and computer software
  • Printed tickets, calendars, murals, and magazines related to football
  • Men’s, women’s, and children’s clothing, specifically footwear, headwear, and merchandise
  • Cases for cellphones, laptops, and electronics
  • Embroidered patches for clothing
  • Pre-recorded DVDs featuring the sport of football
  • Wall hangings and art
  • Television broadcast services related to sports and football

Cowboys Corral

Following its first use in 1999, the word mark “Cowboys Corral” has been registered since 2016 for use in one category:

  • Providing tailgating and hospitality facilities

Ring of Honor

The Ring of Honor (RoH) was a ring around the Texas stadium in Irving, which sought to honor former players, club officials, and coaches who’d made outstanding and significant contributions to the Dallas Cowboys football organization. Following first use in 1975, the trademark registration for “Ring of Honor” was completed in 2007 in the following categories:

  • Providing information in the field of sports via the internet
  • Providing facilities for sports exhibitions


The Dallas Cowboys have submitted a trademark application for the wordmark “cowboys”. It was filed in 2021 and isn’t yet approved; however, if it is approved, it’s expected to apply in the following categories:

  • Football helmets
  • Downloadable software related to mobile apps
  • Video game and computer game software
  • Artwork, text, audio, and video games relating to football exhibitions
  • Downloadable electronic publications
  • Magazines, newsletters, and blogs related to football
  • Cellphone and laptop covers
  • Decorative magnets
  • Discs, mousepads, and computer accessories
  • Jewelry, watches, clocks, and pins made of precious metal
  • Posters, calendars, and trading cards
  • Notepads, stickers, decals, and bumper stickers
  • Money clips and other souvenirs
  • Ticket holders
  • Men’s, women’s, and children’s clothing and footwear, including hats, sweatshirts, jerseys, raincoats, pajamas, shorts, and more
  • Toys and sporting goods including stuffed animals, play figurines, games related to football, Christmas tree ornaments, and more

Star logo trademark

The Dallas Cowboys submitted an application with the trademark office for a 5-pointed star, resembling the Texan Star. The star’s first use in Dallas Cowboy branding was in 1975, and the trademark was registered in 2005 in the following categories:

  • Charitable events and fundraisers
  • Professional football games and exhibitions
  • Online retail services and retail store services
  • Advertising services
  • Clothing for men, women, and children
  • Football helmets
  • Glassware and beverageware
  • Floor mats for vehicles
  • Toy cars
  • Notepads and paperweights
  • Towels and comforters
  • Radio and TV broadcast productions
  • Electric nightlights and lamps
  • Necklaces and accessories
  • License plate frames
  • Trailer hitch covers
  • Acrylic display cases
  • Umbrellas
  • Non-metal key rings
  • Candles
  • Trading cards

Read more on logo trademarks

Wrapping up

The Dallas Cowboys are one of the biggest football teams in the USA, and they are proud Texans, as displayed by their common usage of the Texan star in their registered trademarks. They also have active trademark filings that aren’t yet approved.

According to Forbes, the Dallas Cowboys have immense value, and they’re the most valuable team in the USA; they are worth over 5 billion. Part of this tremendous value will be made up of intellectual property, including branding and sponsorship rights.

When you register a trademark, you’re placing a specific legal claim over intellectual property that allows you to defend against trademark infringement. To protect this value, they’ve registered almost 30 trademarks. Failing to protect yourself in this way could cost you thousands of dollars – or worse.

Xavier Morales, Esq.

About the Author:

Xavier Morales, Esq.

Mr. Morales founded this trademark law practice in January 2007 with the goal of providing intellectual property expertise to entrepreneurs and businesses around the country. Since then, he has filed more than 6,000 trademarks with the USPTO. You can learn more about Xavier here.

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