In the world of professional sports, a jersey number can hold significant value, both personally and financially. This is particularly true for Dallas Cowboys linebacker Von Miller and his teammate Hunter Luepke, as they navigate the negotiations surrounding the No. 40 jersey ahead of the 2026 NFL season.
Miller, who recently joined the Cowboys, is keen on wearing the No. 40, a number Luepke has sported since entering the league as an undrafted free agent in 2023. The two players have engaged in discussions about the number, with Miller acknowledging Luepke's negotiation skills. "We had to kind of do some negotiating at first. He’s been 40 for a long time. It ain’t something I just can come in and boss hog," Miller remarked during a recent episode of his Free Range podcast.
Initially, Miller reached out to Luepke via Instagram to discuss the jersey number. The two quickly recognized the potential for a mutually beneficial agreement. Miller proposed a unique offer: a lifetime supply of chicken from his poultry farm, Greener Pastures Chicken, located near Austin. However, Luepke countered with a more business-oriented request for 2% equity in the farm, demonstrating his savvy approach to the negotiations.
Miller did not disclose all the details of their discussions but mentioned that he also offered to pay between $40,000 to $50,000 for Luepke to get new tattoos. Ultimately, Luepke opted for the equity stake, which Miller believes is a smart move for both parties. "He went with the more business-savvy choice of it, which would be to get equity in Greener Pastures Chicken. It’s a small piece, but he’s a part of the team. I think him being a partner of Greener Pastures Chicken, playing for the Dallas Cowboys, wearing the hat, I think it was valuable on my end and valuable on his end as well," Miller explained.
The No. 40 jersey holds personal significance for Miller, as he wore it during his high school career at DeSoto and later at Texas A&M. As of Wednesday night, he expressed optimism about securing the number for his upcoming season with the Cowboys. "We were able to work something out, and I think I’m 90% sure we’ll be able to get that [deal] done," Miller stated.
This negotiation not only highlights the personal connections athletes have to their jersey numbers but also showcases the innovative ways players can navigate business opportunities within the sports industry. As the Cowboys prepare for the new season, the outcome of this unique negotiation will be closely watched by fans and analysts alike.
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