Von Miller Secures No. 40 via Equity Swap in Greener Pastures Chicken

Key points

• Von Miller will wear No. 40 for the 2026 season, a number he wore in high school, college, and with the Rams and Bills.
• Hunter Luepke, who previously held No. 40 since joining the Cowboys in 2023, will switch to No. 30.
• The swap was finalized on September 3, 2026, with Luepke receiving an undisclosed percentage of equity in Miller’s Greener Pastures Chicken company.
• Miller described the deal as a 'win-win,' noting that Luepke joins other NFL investors like Patrick Mahomes and Drew Brees in the poultry venture.
• Cowboys head coach Brian Schottenheimer stated he stayed out of the negotiations, emphasizing that jersey numbers are a significant matter for players in the modern NFL.

Background

Von Miller, a seven-time All-Pro and two-time Super Bowl champion, signed with the Dallas Cowboys last month on a one-year deal. He is a native of the Dallas-Fort Worth area and has expressed that playing for his hometown team is a 'dream.' The jersey number dispute began during training camp when both Miller and Luepke wore No. 40, requiring a resolution before the regular season opener against the New York Giants on September 13. Miller’s previous teams included the Denver Broncos, Los Angeles Rams, and Buffalo Bills, where he also wore No. 40.

How outlets are covering it

The Athletic and Dallas Cowboys.com focused on the finality of the deal and the specific equity exchange, highlighting Luepke’s new status as a business partner. CBS Sports emphasized the rarity of the compensation, noting that Miller had to negotiate directly without his agent, Joby Branion, and that the deal involved a 'chicken for life' offer. NBC Sports framed the story as a 'game of chicken,' noting that Miller 'blinked' to secure the number. All sources agreed that the deal was resolved in the final hours of training camp, with Schottenheimer expressing relief that the issue was settled before the season began.

Why it matters

This transaction sets a precedent for non-monetary compensation in NFL roster decisions, demonstrating how players can leverage business interests to resolve conflicts over jersey numbers. It also highlights the growing importance of jersey numbers in player branding and fan engagement, as noted by Schottenheimer. For Miller, securing No. 40 completes a personal milestone, allowing him to wear the number he has worn since high school in his hometown team. For Luepke, the equity stake provides a long-term financial benefit beyond his playing career.

What to watch

The Cowboys will begin regular season preparations, with the opener against the New York Giants scheduled for September 13 at MetLife Stadium. Miller’s role and snap count for the 2026 season remain to be determined, but he has expressed optimism about the team’s mindset and potential for a Super Bowl run. Luepke will continue to play fullback in No. 30, while Miller will wear No. 40 for the remainder of the season and potentially beyond, as jersey numbers cannot be changed once Week 1 begins.