Jerry has worked out plenty of exclusive rights deals for the Cowboys. The Cowboys unlike the rest of the league, don’t share merchandising revenue, which is normally split across the league. He’s also worked sponsor-specific revenue from companies like Pepsi, which in 2012, were valued at about 80 million a year.
Jerry basically re-defined the way the league did business. As far as that aspect is concerned, while he earned the league a lot of money, he’s also probably created a lot of resentment and jealousy among the other owners, especially got families that were in the league business for decades, such as the Mara and Rooney families. The NFL had to get Jerry to push the new LA stadium through, meaning even if they don’t like him, they know the value he brings.