Story perspectives

Von Miller debuts Cowboys jersey No. 40 Sept. 13

9/4/2026

Summary

Miller Gets Jersey

Edge rusher Von Miller secured jersey No. 40 for the Dallas Cowboys' 2026 season.
Fullback Hunter Luepke switched to No. 30 and received an undisclosed equity stake in Miller’s Greener Pastures Chicken.
Quarterback Patrick Mahomes, former quarterback Drew Brees and former quarterback Nick Foles co-own Greener Pastures Chicken.
Miller will debut No. 40 on September 13 against the New York Giants, marking the first NFL jersey trade involving chicken-farm ownership.

Summary

Cowboys Change Numbers

Six Dallas Cowboys altered jersey numbers before the 2026 season, per the league’s transaction wire.
Camden Brown switched from No. 6 to No. 80 after impressing in preseason.
Tyus Wheat changed from No. 90 to No. 59, earning a 53-man roster spot.
Ameer Speed moved from No. 39 to No. 23, making the active roster despite low expectations.
Jonathan Bullard missed most of summer with a groin injury after signing in March.

History

Historical Context

In March 2021 the NFL expanded jersey-number rules, adding ten numbers for six positions and reporting a 12 percent rise in jersey-sale revenue. That commercial pivot mirrors the broader 2021 push to monetize sports and entertainment, exemplified by President Biden’s April proposal of a $1.5 trillion federal spending plan and reflects growing athlete branding.

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Miller Gets Jersey

Edge rusher Von Miller secured jersey No. 40 for the Dallas Cowboys' 2026 season.
Fullback Hunter Luepke switched to No. 30 and received an undisclosed equity stake in Miller’s Greener Pastures Chicken.
Quarterback Patrick Mahomes, former quarterback Drew Brees and former quarterback Nick Foles co-own Greener Pastures Chicken.
Miller will debut No. 40 on September 13 against the New York Giants, marking the first NFL jersey trade involving chicken-farm ownership.

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