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NFL Salute to Service |


Salute to Service Award

Charlotte Jones - Cowboys 2020 STS Nominee

Charlotte Jones (Executive Vice President & Chief Brand Officer)

For the past 32 years, the Jones family has owned and operated the Dallas Cowboys with a management style that places as much emphasis on community leadership as it does on winning championships. Under the guidance of Charlotte Jones, EVP & Chief Brand Officer, the club takes pride in honoring our nation's military and veterans during Salute to Service (STS) campaigns throughout the year. The team annually schedules a week of STS activities leading up to the STS game, coordinates military days at training camp, engages the military community during NFL Draft and works with USO on several tours and events across the year. In 2019, Jones worked with the City of Arlington to bring the National Medal of Honor Museum (MOHM) to Texas with an opening slated for 2024. Jones now serves as Chairman for MOHM and is guiding the museum's installation near AT&T Stadium. The Medal of Honor is the nation's highest and most prestigious military honor and has been awarded to more than 3,500 service members since it was first presented in 1863. The MOHM will illustrate the historical thread of sacrifice, patriotism and courage that runs through all service members, past and present and will include an education center aimed at character and leadership development in youth. Pre-pandemic, Jones was challenged with raising more than $180 million for the construction project. Despite financial hardships experienced by many during lockdown, Jones rallied Texas donors to fund $110 million of the total goal well before the capitol campaign was promoted nationally – starting with the Jones Family's own $20 million pledge towards construction. Jones will use the Cowboys vs. Broncos game on Nov. 7 to launch the national MOHM fundraising effort with help from FOX Sports. As part of the game, Medal of Honor recipients will be present and recognized in-stadium. Using her expertise in branding and marketing as well as tapping into the Cowboys widespread fanbase, Jones is bringing the values of the Medal of Honor to the entire country – courage, sacrifice, commitment, integrity, citizenship, and patriotism and using her leadership role to bring communities together. In July, the U.S. House unanimously passed the National Medal of Honor Monument Act 416-0 in a rare act of bipartisanship and alongside the 66 living recipients of the Medal of Honor, Jones is bringing heroes' stories to life in a way which compels us all to become better versions of ourselves and lead lives of service.