But they've officially joined forces with several other influential sports leaders, including FC Dallas chairman Clark Hunt, to promote North Texas as the premier destination for major sporting events.
"This has got to be the sports capital of North America right now," Greenberg said. "To have a World Series, an NBA All-Star Game and a Super Bowl within a year, it's extraordinary."
The sports leaders, politicians and marketing executives have formed a North Texas chapter of the National Sports Marketing Network. And they're thinking bigger and beyond the Super Bowl.
The NCAA Men's Final Four and the Olympics are all on the group's wish list.
"That's the golden goose," Ussery said of the Olympic Games. "We'd love to get that."
The United States fell short in its bid for the 2022 World Cup, but the group said a panel is already preparing Dallas' proposal for inclusion in a U.S. bid for 2026.
Cuban said North Texas, unlike other metro areas, knows how to market itself. And so does its sports teams.
"In Dallas, Jerry (Jones) set the tone," he said. "He's kind of the godfather of owners in his marketing approach. Then Chuck (Greenberg) came in and really turned things around, and I've always been crazy."
"It's always been about marketing," Cuban said.
And because none of the pro sports team owners want to get outdone by the other, Cuban said they have a little bit of competitive spirit between them.
"That's good for all of us," he said.