Full Breakdown
Von Miller Secures No. 40 Jersey After Equity Deal with Hunter Luepke
9/4/2026, 5:47:53 AM
Core Event: Jersey-Number Swap Finalized
The Dallas Cowboys announced that veteran edge rusher Von Miller will wear No. 40 for the 2026 season, while fullback Hunter Luepke will move to No. 30. The exchange was settled through an equity stake in Miller’s poultry venture, Greener Pastures Chicken, rather than cash or traditional gifts. The agreement was made public in early September 2026 after weeks of negotiation between the teammates.
Background & Context
Miller has worn No. 40 throughout his career—at DeSoto High School, Texas A&M, and with the Rams and Bills. Upon joining Dallas, he discovered the number was assigned to Luepke, who had worn it since entering the team as an undrafted free agent in 2023. NFL rules require each player to have a unique jersey number once the regular season begins, prompting a resolution before Week 1.
Official Statements & Responses
- Miller called the outcome a “win-win” partnership, noting that Luepke is now a part-owner of Greener Pastures Chicken, which also counts former quarterbacks Patrick Mahomes, Drew Brees and Nick Foles among its investors.
- DallasCowboys.com reporter Patrik Walker reported that the deal centered on Luepke receiving an undisclosed equity stake after Miller’s initial offers of a “free chicken for life” and a full-body tattoo were declined.
Data & Statistics
- The Cowboys confirmed jersey numbers for 15 players ahead of the 2026 season, including the Luepke–Miller swap.
- Luepke’s new No. 30 joins a lineage that includes former Cowboys fullback Timmy Newsome and coach-player Dan Reeves.
- Miller’s No. 40 will debut on September 13, when Dallas opens the season against the New York Giants.
Verbatim Quotes
- “I would have to say it's got to be the first in National Football League history that a jersey swap has been done with ownership of a chicken farm,” — Von Miller
- “If a guy wants a jersey bad enough and he's been around the league a while, he usually has enough capital, cash to get things done,” — Brian Schottenheimer, Cowboys head coach
- “We won't get into details about it, but I'm happy to say he's my business partner,” — Von Miller
Conflicting Reports & Gaps
Sources differ on the precise size of the equity stake. The New York Times notes that Luepke “was looking for two percent,” while Miller’s podcast suggests that amount would be worth “hundreds of thousands of dollars.” The final percentage remains undisclosed, and no public filing confirms the valuation.
What’s Next
Miller will debut in No. 40 on September 13 against the Giants. Cowboys policy, reiterated by the team, prevents any further jersey changes after Week 1, meaning the numbers announced now will remain in place for the remainder of the season.
