The Dallas Cowboys have been called many things over the years – “America’s Team,” a marketing machine, a cultural brand, but for some fans, the one title that matters has been missing for too long: Super Bowl champions.
That frustration flared again this week after owner and general manager Jerry Jones, speaking at a Netflix event promoting a documentary about his tenure, appeared to embrace the team’s role as a year-round headline generator.
Jones noted that in his view, attention is part of the job and admitted he sometimes goes out of his way to keep the spotlight on Dallas.
“If we’re not being looked at, then I’ll do my part to get us looked at,” he said, later adding, “The Cowboys are a soap opera 365 days a year. When it gets slow, I stir it up.”
For some, the comments were just classic Jones, a shrewd businessman who understands the value of constant relevance in the NFL’s media ecosystem. The Cowboys are worth an estimated $12.4 billion, a staggering leap from the $140 million Jones paid in 1989.
But others see the owner’s showmanship as a symbol of misplaced priorities. Dallas has not appeared in a Super Bowl since 1996, despite high payrolls and a steady stream of star players.
Social media reaction was swift, with some fans labelling him “one of the worst owners in sports” and accusing him of focusing on drama instead of building a championship roster.
The backlash was swift and unfiltered on platforms like X, formerly Twitter. One disillusioned supporter labeled Jones as “easily one of the worst owners in sports,” capturing the raw frustration of those who see his antics as detrimental to on field progress.
Another took a more personal jab, posting, “old skeleton is ruining everything,” a quip that showed exasperation at the octogenarian’s enduring influence.
Questions about media exposure abounded, with one user wondering, “why do they keep putting a mic in front of Jerry man?” accompanied by laughing emojis that barely masked the underlying irritation.
Critics tied Jones’ comments directly to the team’s stagnation. “Cowboys will never be successful as long as this dudes involved,” declared one fan, pointing to the lack of deep playoff runs since the mid 1990s.
An offseason under pressure
The timing added another layer to the reaction. Dallas is in the middle of training camp ahead of an August 16 preseason clash with the Baltimore Ravens, while also navigating a contract dispute with defensive star Micah Parsons.
Some supporters questioned whether the focus should be on football operations rather than feeding the publicity cycle.
Jones has never hidden his belief that visibility matters, not just for the Cowboys but for the league as a whole. His latest remarks suggest that philosophy has not changed, even as pressure mounts to end a near 30-year championship drought.
For now, the Cowboys remain one of the most talked-about teams in American sports – whether the conversation is about their potential on the field or the personality of the man who runs them.
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