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Netflix’s Next Dance: A $50 Million Jerry Jones Docuseries

The Jones project, which focuses on the Cowboys’ rise as “America’s Team” in the ’90s, is another sign of the booming market for premium sports docs.

The new Netflix docuseries about Jerry Jones the ’90s Cowboys has already drawn comparisons to ’The Last Dance.‘
The new Netflix docuseries about Jerry Jones the ’90s Cowboys has already drawn comparisons to ‘The Last Dance.’ Photo: JOCE/Bauer-Griffin/GC Images
Matthew Belloni
July 3, 2023

The first rule of media: The NFL always wins. A docuseries about Jerry Jones and the heyday of the Dallas Cowboys just sold to Netflix, and the price is just under $50 million, according to two sources familiar. The deal isn’t done, but Netflix emerged as the winner of a bidding war with ESPN, after Amazon and a couple others showed early interest. (Netflix declined to comment on the deal.)