ONE
Founded in 1960, it would take a little while for the Dallas Cowboys to become ‘America’s Team’, as they didn’t win a single game in their debut season. That said, in 1966, the Cowboys had their first of 20-straight winning seasons. With one of the NFL’s most iconic games taking place in 1967. Having travelled to Lambeau Field to face the Green Bay Packers in the NFL Championship Game, the Cowboys played in temperatures so cold the television commentator’s coffee froze in its mug - the Cowboys went on to lose the ‘Ice Bowl’ 21-17.
Dallas Cowboys Logo
TWO
The Dallas Cowboys’ first head coach, Tom Landry, managed to hold onto the job for a staggering 29 years. Landry was as well known for his coaching skills as he was for the trademark fedora he wore on the sidelines. Despite his skill, Landry and the Cowboys formed a reputation for being unable to win the big games. However, that all changed in Super Bowl VI, as Dallas defeated the Miami Dolphins 24-3 to win the franchise’s first-ever Lombardi Trophy.
Tom Landry, Head Coach 1960-1988
THREE
In the 1960s, the Cowboys found their first star quarterback in the form of Roger Staubach. Known as a devout Christian with a history in the Navy, Staubach had the perfect ‘All-American’ image that saw him nicknamed ‘Captain America’. The future Hall of Famer excited crowds whenever he got the opportunity - proudly showcasing his unique ability to dodge tackles as the Cowboys won another Super Bowl at the end of the 1977 season. With Staubach at the helm, the Cowboys success made them the most watched team in the league - cementing their place as ‘America’s Team’.
Roger Staubach, Quarterback 1969-1979
FOUR
The Cowboys were originally considered an inventive and forward-thinking franchise. Landry created several playing formations and was seen as one of the most innovative coaches in NFL history - leading the team as they became the first organisation to use computers when scouting players. Despite their ingenuity, the Cowboys rapidly declined in the 1980s - with three-straight losing seasons forcing founder and owner Clint Murchison Jr. to sell the franchise. Just one day after new owner Jerry Jones took over in 1989, Tom Landry was fired.
FIVE
Owner Jerry Jones quickly formed a reputation for his ‘my-way-or-the-highway’ attitude - hiring an old college friend to replace Tom Landry as head coach. Jimmy Johnson became only the team’s second-ever head coach in 1989. Despite winning just one game In Johnson’s first year, it was evident that a plan to reignite ‘America’s team’ was in motion.
Jerry Jones, Owner 1989-Present
SIX
Desperate for a quick turnaround, Jimmy Johnson and Jerry Jones traded the team’s best player, running back Herschel Walker, for five other players and eight draft picks - the then-biggest trade in NFL history. The move paid off - with the Cowboys using those picks to build the squad that eventually turned them into a dynasty. Dallas became the first team to win three Super Bowls in four years (1992, 1993, and 1995) and reclaimed their place as the nation’s team. The highlight came in Super Bowl XXVII - their first Super Bowl appearance since 1979, where the Dallas Cowboys obliterated the Buffalo Bills 52-17.
SEVEN
Headlining all three of the Cowboys’ Super Bowl-winning teams were a trio of offensive players that became known as the ‘Triplets’. Quarterback Troy Aikman, running back Emmitt Smith, and wide receiver Michael Irvin, were some of the league’s best players and biggest celebrities. All three ended up in the Pro Football Hall of Fame, and are considered some of the greatest players in NFL history. Emmitt Smith retired with a record 18,355 career rushing yards to his name - a milestone that won’t be easily replicated.
Emmitt Smith, Running Back 1990-2002
EIGHT
Even after winning two Super Bowls together, the relationship between Jimmy Johnson and Jerry Jones soured, and Johnson left the franchise. As a result, Barry Switzer coached the Cowboys to their third Super Bowl in four years. However, as time went on, the Triplets were no longer as dominant - prompting an incredibly high turnover of head coaches. Following Troy Aikman’s retirement in 2001, the Cowboys were on the hunt for a new star quarterback. Dallas finally found their star when they signed Tony Romo as an undrafted free agent in 2003. Despite helming the team for 14 years, Romo is best remembered for his playoff struggles. His most famous mishap came in a playoff game in 2007, when he fumbled the ball after trying to hold it for the team’s kicker - who had the opportunity to put Dallas ahead late in the fourth quarter. In an attempt to salvage the play, Romo tried to run for a first down only to be tackled well short.
Tony Romo, Quarterback 2003-2016
NINE
When Tony Romo was injured before the start of the 2016 season, a new era of Cowboys football began. That year, Dallas marched into the playoffs behind the rookie duo of quarterback Dak Prescott and running back Ezekiel Elliott. Then, after a 2018 trade brought wide receiver Amari Cooper to the team, a new ‘Triplets’ was born - but with less playoff success. The Cowboys have been unable to return to the NFC Championship game since the end of the 1995 season and have won just one playoff game since Prescott and Elliott entered the league. In spite of their playoff struggles, Jerry Jones signed Prescott to a four-year, $160 million deal in 2021. After becoming the first Cowboys quarterback ever to lead the league in touchdown passes in 2023, the pressure is on Prescott to overcome his postseason issues this coming season.
Dak Prescott, Quarterback 2016-Present
BEFORE YOU GO
Dubbed ‘Jerry’s World’, the Cowboys’ 80,000-seat AT&T Stadium cost around $1.3 billion to build - making it one of the most expensive stadiums ever.
In 2016, the Dallas Cowboys became the most valuable sports team in the world. In 2023, Forbes valued the Cowboys at an NFL-leading $9 billion.
The Cowboys have played on Thanksgiving Day every year since 1966 - excluding 1975 and 1977 when the NFL awarded the game to the St.Louis Cardinals instead - attempting to boost their national exposure.
