The Billion-Dollar Lesson from the NFL: Why San Antonio’s Sports Scene Is Ready to Grow
Sportico’s latest NFL franchise valuations, released this week, delivered another reminder of just how valuable professional sports teams have become. The 32 NFL clubs are now worth a combined $299 billion. The average team sits at $9.34 billion—a 31% jump from the previous year and the largest single-year increase since Sportico began tracking the numbers in 2020 (Badenhausen, 2026).
Dallas leads the way at $15.5 billion (up 21%). The Los Angeles Rams follow at $12.7 billion, the New York Giants at $12 billion, and several other clubs have crossed the $10 billion threshold. Even the lowest-valued team, the Cincinnati Bengals, still checks in at $7.4 billion. Every single NFL franchise ranks among the most valuable sports properties on the planet (Badenhausen, 2026; Sportico, 2026).
These numbers aren’t just about on-field success. They reflect scarcity (there are only 32 of them), massive national media deals, stadium-driven local revenue, related real estate and businesses, and the simple reality that ultra-wealthy investors keep bidding these assets higher. Sports teams have become prized long-term holdings.
San Antonio: Sixth-Largest City, Untapped Opportunity
That national picture matters here at home. San Antonio is now the sixth-largest city in the United States by population, with roughly 1.57 million residents inside the city limits and a metro area well over 2.5 million (World Population Review, 2026; MySA, 2026). We have a young, growing population, a strong military presence, a booming tourism and hospitality sector, and a deep well of sports passion that has sustained the Spurs for decades.
Large markets create large opportunities. The NFL’s sky-high valuations show what happens when a city, a passionate fan base, and smart ownership align over time. San Antonio already has the market size. What we need is consistent local support to help our teams build the kind of equity—on the field, in the community, and on the balance sheet—that turns modest franchises into valuable ones.
Our Local Lineup
The San Antonio Spurs remain the gold standard. Recent valuations have placed the franchise in the $4.4–4.5 billion range, with a new downtown arena project on the horizon that should further strengthen the club’s long-term position (Forbes, 2025; Sportico, 2025). After a strong 2025-26 season that reached the NBA Finals and the continued rise of Victor Wembanyama, the Spurs continue to prove that elite sports can thrive in San Antonio when the community shows up.
The San Antonio Gunslingers keep professional football alive year-round inside Freeman Coliseum as members of the Indoor Football League. They carry forward a name with deep local history and give fans high-energy, accessible football on a consistent schedule.
Then there are the San Antonio Toros. In 2026 the historic Toros name returned as a founding member of the rebooted Continental Football League under local ownership. The group, led by Managing Partner & Team President Josh Mair, deliberately built a community-first model focused on Texas talent, reasonable costs, and genuine local roots. The result? A perfect 5-0 regular season and the 2026 CoFL championship (KSAT, 2026; Continental Football League, 2026). The Toros showed what can happen when a team is run by people who live here, care about the product, and treat fans as partners rather than just customers.
Why Supporting Local Teams Matters
Every ticket purchased, every jersey worn, every social media share, and every sponsorship signed helps create the revenue and visibility that increase a franchise’s value over time. The NFL’s numbers didn’t appear overnight. They were built through decades of consistent fan engagement, media growth, and smart business decisions. The same principles apply at every level of professional sports.
San Antonio has the population, the passion, and the history. The Spurs have already proven the model works at the highest level. The Gunslingers deliver reliable entertainment. And the Toros just delivered a championship in their first modern season while inviting the community to grow with them—including through fan investment opportunities.
The next time you see those eye-popping NFL valuations, remember this: those numbers started somewhere. They started with fans showing up. In the sixth-largest city in America, we have every reason to believe our local teams can keep building value—on the field and off it—if we continue to support them.
So get out and support the San Antonio Toros, the San Antonio Gunslingers, and the Spurs. Buy a ticket. Bring a friend. Wear the gear. Talk about the teams. This city is big enough, and passionate enough, to sustain strong professional sports across multiple levels. Let’s keep proving it.
Vamos Toros. Go Spurs Go. Support local. — SA Snap Count
References
Badenhausen, K. (2026, August 12). NFL team values 2026: Cowboys lead at $15.5B, average up 31%. Sportico. https://www.sportico.com/valuations/teams/2026/nfl-team-values-2026-dallas-cowboys-los-angeles-rams-1234941607/
Continental Football League. (2026). San Antonio Toros complete perfect season, claim 2026 CoFL championship [Press materials and league announcements].
Forbes. (2025, October). San Antonio Spurs franchise valuation. Forbes. https://www.forbes.com/teams/san-antonio-spurs/
KSAT. (2026, May 1). Toros bring spring football back to San Antonio, return with new leadership. KSAT. https://www.ksat.com/sports/2026/05/02/toros-bring-spring-football-back-to-san-antonio-return-with-new-leadership/
MySA. (2026, March 9). New national ranking finally moves San Antonio up in one major metric. MySA. https://www.mysanantonio.com/lifestyle/article/san-antonio-population-ranking-21950222.php
Sportico. (2026, August 12). Most valuable NFL teams 2026 rankings: Cowboys No. 1 to Bengals No. 32. Sportico. https://www.sportico.com/feature/nfl-team-values-ranking-list-1234684165/
World Population Review. (2026). San Antonio, Texas population 2026. World Population Review. https://worldpopulationreview.com/us-cities/texas/san-antonio