When you’re the owner of America’s Team, you can’t afford to lose sight of your brand. Even though the Cowboys have been mired in mediocrity on the field for more than 25 years, they remain the most valuable franchise in sports and deliver gargantuan television ratings. That means that, whatever the outcome of the voyeurism allegations against a former staffer, any stain on “America’s Team” could damage Jerry Jones’ billion-dollar empire.

That’s why Jones, who also has a Dallas Cowboys owner’s historic Mediterranean villa, makes sure to protect his image. The billionaire owns a prestigious estate in the Dallas suburb of Highland Park, which boasts Mediterranean features such as red-tile roofs, arched doorways and stucco walls. And he’s invested hefty sums in his development firm, Blue Star Land, building communities that promote the Cowboys brand.

Experience Opulent Living: A Peek Inside Jerry Jones’ Dallas Mansion

The most visible project is The Star in Frisco, a 91-acre campus that houses the Cowboys’ headquarters and practice facility. The development cost $1.5 billion, according to Collin County property records. Blue Star Land has also built a large subdivision in Prosper and two new developments in nearby Frisco. In addition, the company has partnered with Papa John’s to sponsor 71 of the chain’s restaurants in North Texas, including special co-branded uniforms and delivery vehicles.

During the NFL owners’ meeting in Scottsdale this past March, Jones looked like a king as he walked into the bar at the Arizona Biltmore. But Jones’ real throne lies in his villa, which is valued at $28.1 million.