How Passion, Leadership and Innovation Have Shaped the Star
Charlotte Jones, Dallas Cowboys Owner, Executive Vice President and Chief Brand Officer, oversees all business operations, strategies and applications surrounding the team’s brand as it is presented to fans worldwide.
Working in the executive office since 1989, Charlotte’s experience has propelled her forward as one of the most innovative and versatile executives among women in professional sports and executives as a whole.
Charlotte’s vision and direction leads the Cowboys in brand marketing, fan engagement, stadium design, entertainment, licensed apparel, cause marketing and community relations.
Jones played an instrumental role in the design and development of The Star in Frisco, the Dallas Cowboys World Headquarters, team training facility and event center located in Frisco, Texas. Opened in 2016, the 91-acre mixed-use development serves as the team’s headquarters and a destination for shopping, dining, nightlife, athletics, fitness, events, hotel, luxury residential living and commercial real estate.
She played a prominent role in shaping the design, décor, sponsor integration and overall presentation of AT&T Stadium, the renowned state-of-the-art venue that opened in Arlington, Texas in 2009. Under Jones’s guidance, the venue has played host to some of the highest profile sports and entertainment events in the world – among those are Super Bowl XLV, the 2010 NBA All-Star Game, the 2014 NCAA Men’s Final Four, the annual Cotton Bowl Classic and the first-ever College Football Championship game in 2015. She was instrumental in bringing the Academy of Country Music Awards to AT&T Stadium to celebrate the 50th anniversary, breaking ratings and attendance records, as well as WrestleMania 32 which broke WWE’s all-time attendance record.
The stadium’s signature element is one of the most prominent public art collections, the Dallas Cowboys Art Collection at AT&T Stadium and The Star in Frisco. Consisting of 92 works of contemporary art from an international array of 62 curated artists, the collection is displayed on the walls and in the grand public spaces of the stadium and the world headquarters at The Star. In 2013 Charlotte and her mother, Gene Jones, were the recipients of the Texas Medal of Arts – Arts Patrons Award, presented by the Texas Cultural Trust.
Recognized as one of the most powerful women in sports, Charlotte Jones was named Chairman of the NFL Foundation in 2012 where she is responsible for spearheading the NFL efforts in youth football participation, health and safety, and community outreach. She is the first woman to serve in this position and is the first female executive in history to lead a major professional sports league charitable foundation. In 2014 she was appointed to the first NFL Conduct Committee, which endorses and enhances the new personal conduct policy for all NFL players and employees. She also serves on the Health and Safety Committee. Jones was recently appointed to the NFL’s Legalized Sports Betting Committee. Concurrently, Charlotte is the President of the Dallas Cowboys Cheerleaders and is responsible for overseeing what is considered to be the most prominent organization of its kind in the world.
In the philanthropy space, Jones became the first female to serve as Chairman of The Salvation Army’s National Advisory Board from 2010-2014. In 1997 she introduced a groundbreaking approach to fundraising on the worldwide stage by harnessing a Thanksgiving Day national television audience during the Cowboys halftime as the kickoff to The Salvation Army’s National Red Kettle Campaign. Charlotte set the wheels in motion, helping the Army raise nearly three billion dollars and touch lives across the globe by combining the Dallas Cowboys and popular musical entertainers featured on network television during one of the most watched NFL games. Since that initial halftime presentation which featured the musical talents of Reba McEntire, other major entertainers performing at the Thanksgiving halftime show included Randy Travis, Clint Black, Toby Keith, Destiny’s Child, Sheryl Crow, Carrie Underwood, Kelly Clarkson, the Jonas Brothers, Keith Urban, Enrique Iglesias, Kenny Chesney, Selena Gomez, Pitbull with Ne-Yo, Luke Bryan, Eric Church, Thomas Rhett, Meghan Trainor, Ellie Goulding, Kane Brown and Luke Combs.
In 2017, Jones was inducted into the Arkansas Sports Hall of Fame for Football Administration. Charlotte’s spirit of involvement in the local community extends far beyond the realm of professional football. Since 1989 she has been actively involved with leadership roles in a wide range of organizations that include: The Boys and Girls Clubs of America, Southwestern Medical Foundation, the President’s Advisory Council for The Dallas Center for Performing Arts Foundation, TACA Board of Governors, The Salvation Army, The Rise School, Shelton School, Make-A-Wish North Texas Presidents Council, Dallas Symphony and the Super Bowl XLV Host Committee. She chaired the 2014 North Texas Final Four Host Committee, responsible for hosting and organizing the record setting men’s basketball championship at AT&T Stadium. Additionally, Jones is a member of the Board of Directors of Hilltop Holdings Corporation, serves as President of the Gene and Jerry Jones Family Foundation and the Gene and Jerry Jones Family Arlington Youth Foundation. In 2020 Charlotte was appointed Chairman of the National Medal of Honor Museum Foundation. She also serves on the SoftBank Advisory Council.
A native of Little Rock, Arkansas, Charlotte Jones travels across the country speaking on philanthropic initiatives, brand innovation and cultivating the most valuable sports franchises in the world. She is a graduate of Stanford University, a current resident of Dallas, and a mother of three children: daughter Haley and sons Shy and Paxton.