Dallas Cowboys chief brand officer/executive VP speaks at Lamar

Charlotte Jones Anderson, daughter of Dallas Cowboys owner Jerry Jones and the team’s executive vice president and chief brand officer, spoke at Lamar University on Tuesday, April 4. The free event was hosted by the College of Business and open to the public.
Anderson directs the Cowboys’ brand marketing, fan engagement, stadium design, entertainment, licensed apparel, cause marketing and community relations.
“The reason why I wanted to come is because I love students. I love education,” Anderson said. “I love being in front of people who are eager to learn. One of my biggest loves is trying to learn something new every day. It challenges us and stretches our vision and the horizon and how we see it. Over the years, I’ve learned nothing truly great has been accomplished without passion.”
“I think if you googled the word ‘passionate,’ a big picture of Jerry Jones would appear,” Anderson continued. “I know I’ve never met a man more passionate than my father. When I was growing up, my dad used to tell me to find something that I was passionate about — something I truly believed in with all my heart and all my soul. Every morning when I wake up, I look myself in the mirror and ask myself if am I doing everything I can to be the best that I can be. I ask myself, ‘Am I doing everything I can to recognize the opportunity to turn my passion into reality?’”
Anderson utilized that passion to achieve great milestones in her career. As chairman of the NFL Foundation and as a spearhead of NFL participation in youth football, Anderson is the first woman to represent club ownership as leader of a major professional sports league foundation. She is also president of the Dallas Cowboys Cheerleaders. Anderson chaired the 2014 North Texas Final Four Host Committee for the record setting men’s basketball championship at AT&T Stadium.
Anderson also played a key role in the creation of the $1.15 billion AT&T Stadium, affectionately known as “Jerry’s World,” which has featured some of the highest profile sports and entertainment events in the world.
“We knew we needed a new venue. Texas Stadium was very state-of-the-art at the time, but we knew it was time to do something bigger,” Anderson said of AT&T Stadium. “We needed a venue for our game, but we also knew that we had an opportunity to do something more significant than building a venue — to create a destination to not only house our game but that would bring people in beyond our sport to be curious about our venue, be intrigued by our game, and eventually become a fan of our sport.”
“We were about to redefine the way people experienced the sport, not only for the Dallas Cowboys, not only for our region, but for the entire NFL and maybe for the entire world of sports,” she continued.
Anderson later was involved in the planning of the $1.5 billion Ford Center at The Star, a state-of-the-art, 510,000-square-foot indoor athletic facility shared by the Dallas Cowboys, the city of Frisco and Frisco ISD’s high schools.
Anderson said there are five core pillars the Dallas Cowboy brand is built on.
“The first one is tradition,” she said. “We stand upon the shoulders of those that came before us so we can reach new heights. … Second is competition. It is the core of who we are. You get knocked down, you get back up. This is what our game is all about — it’s about trying and failing and trying to do better the next time. … Third is entertainment. We’re where people go when they don’t want to talk about their problems at home and don’t want to talk about their problems at work. It’s something that brings people together to cheer the excitement and passion and everything that surrounds the game. …Fourth is business. There has to be a sound business principles attached to everything we do. … The fifth, which probably separates us from everyone else, is innovation. We stand in the face of change in our community and our society, and if we don’t adapt with it or even perhaps even before it, we will be irrelevant.”
Anderson’s passion extends past her everyday job as chief brand officer/executive VP to a history of community involvement that includes leadership as the first woman to chair The Salvation Army’s National Advisory Board, where she introduced innovative and effective fundraising techniques and various leadership positions in organizations supporting sports, education, youth, the arts, politics and medicine.
“The purpose of life is to live a purposeful life,” Anderson said.
“Anderson is more than just a powerful businesswoman; she is a philanthropist and a true visionary. Her spirit for service and passion for business is exactly what we hope to inspire in our students and the community,” said Kayce Stutzman, marketing coordinator for the College of Business.
The Lamar University Academic Lecture Series, funded by student service fees, holds two lectures each year featuring distinguished speakers whose disciplines are represented by each of the university’s colleges.

Photo by Kevin King - Charlotte Jones Anderson, daughter of Dallas Cowboys owner Jerry Jones and the team’s executive vice president and chief brand officer, spoke at Lamar University on Tuesday, April 4.