The Dallas Cowboys, despite being ousted from the playoffs once again, continue to be a team that makes their owner, Jerry Jones, proud. While the team’s early exit from the postseason has often been a topic of discussion and disappointment for fans, there is a larger narrative to consider. Jerry Jones, who has owned the Cowboys since 1989, has transformed the franchise into one of the most valuable and iconic teams in sports history, regardless of playoff results. The pride he takes in the Cowboys is not simply about the number of championships or playoff appearances, but rather the broader legacy of the team, the business empire he has built, and his deep connection to the city of Dallas and its fans.
A Legacy of Success Beyond Championships
One of the first things that comes to mind when thinking about Jerry Jones and the Dallas Cowboys is their place in the NFL’s hierarchy. Yes, the team has experienced its fair share of playoff disappointments, and the championship drought—last winning the Super Bowl in 1995—has been a source of frustration. However, Jones has created a dynasty in terms of branding, profitability, and visibility. The Cowboys are frequently referred to as “America’s Team,” a title that reflects the team’s broad national appeal, particularly in the 1970s and 1980s, and it is still very much part of their identity.
Under Jones’ ownership, the Cowboys have become a multi-billion dollar franchise, cementing their position as one of the wealthiest sports teams in the world. According to Forbes, the Cowboys are routinely listed among the top sports franchises in terms of valuation, with some estimates placing the team’s worth at over $8 billion. This is not just a testament to the team’s on-field success but also to Jones’ vision and business acumen. He has skillfully capitalized on the Cowboys’ massive fan base, both domestically and internationally, and turned the franchise into an entertainment powerhouse.
The construction of AT&T Stadium in Arlington, Texas, is a prime example of Jones’ ability to think beyond just the game of football. The stadium, which opened in 2009, is a state-of-the-art venue that not only serves as the home for the Cowboys but also hosts concerts, college football games, and even major events like the Super Bowl and the College Football Playoff National Championship. This kind of forward-thinking approach to leveraging the team’s brand and infrastructure is one reason Jerry Jones can take immense pride in his ownership, despite the team’s inconsistent playoff performances.
The Family Legacy and Emotional Investment
While Jones’ pride in the Cowboys is certainly tied to his business ventures, it is also deeply rooted in his emotional investment in the franchise. The Cowboys are more than just a team to Jerry Jones—they are a part of his family. His vision for the Cowboys has always been intertwined with his desire to bring success to the franchise, and that passion is something that transcends the football field. Jones’ love for the Cowboys stems from his deep connection to the franchise’s history, culture, and the city of Dallas.
Growing up in Arkansas, Jones was a football fan from a young age, and he became captivated by the Cowboys during their championship runs in the 1970s. By the time Jones purchased the team in 1989, the Cowboys had already established themselves as one of the NFL’s most successful and storied franchises. However, Jones was determined to return the team to its former glory and propel it into the modern era. His commitment to rebuilding the Cowboys into a perennial contender was personal.
In many ways, Jerry Jones’ ownership of the Cowboys is a reflection of his own personal ambition and drive. He is a man who thrives on challenge, and rebuilding the Cowboys was a challenge he relished. It wasn’t just about making money—it was about creating a legacy. The Cowboys’ success in the 1990s, with three Super Bowl victories in four years, is a testament to Jones’ ability to assemble a winning team, particularly with the hiring of head coach Jimmy Johnson and the drafting of star players like Troy Aikman, Emmitt Smith, and Michael Irvin.
But beyond the Super Bowl titles, Jones has also worked to ensure the Cowboys remain a prominent fixture in the NFL. Even in years when the team has fallen short of playoff glory, he has made sure that the Cowboys stay competitive. Jones is known for his willingness to spend on players, coaches, and facilities, and his drive to constantly improve the team reflects his deep commitment to the Cowboys’ success. He is a hands-on owner who loves to be involved in the decision-making process, which is part of what makes the team’s struggles so personal for him.
The Importance of the Fans
One of the primary sources of Jerry Jones’ pride is the unwavering loyalty and support of the Cowboys’ fan base. Cowboys fans are known for their passion and devotion, and that loyalty has only grown over the years. Even when the team fails to make a deep playoff run, fans continue to fill the stands at AT&T Stadium, wearing their Cowboys gear and cheering their team on.
For Jones, the connection between the team and its fans is something that cannot be overstated. He understands that success in the NFL is not only about on-field performance but also about fostering a sense of community and connection. Jones has consistently put the fan experience at the forefront of his decision-making, ensuring that Cowboys fans are given the best possible stadium experience, as well as access to a variety of team-related content, both through the media and online platforms.
This relationship with the fans has not only been instrumental in building the Cowboys’ brand but also in maintaining their prominence in the NFL. When the Cowboys win, the entire region celebrates, but even in seasons when the team falls short, the fans remain some of the most loyal in the league. This unshakable support is something that Jerry Jones treasures and is a major source of pride for him.
Moving Forward: A Work in Progress
While Jerry Jones has seen the Cowboys reach the pinnacle of success in the past, the team’s continued playoff struggles can sometimes cloud the narrative. However, Jones is a realist and understands that success in the NFL is cyclical. He has built a foundation that has allowed the team to remain competitive year in and year out, and he remains confident in the Cowboys’ ability to break through and win another Super Bowl.
There are signs of progress. The team has had strong seasons in recent years, with talented players like quarterback Dak Prescott, linebacker Micah Parsons, and wide receiver CeeDee Lamb emerging as stars. The team’s defense, in particular, has become one of the league’s most formidable units, and the front office continues to make smart moves in the draft and free agency. As long as Jones continues to be at the helm, there will always be a sense of optimism and determination within the franchise.
At the end of the day, Jerry Jones will continue to take pride in the Dallas Cowboys, not just because of their playoff appearances, but because of what the team represents. The Cowboys are a symbol of perseverance, passion, and the pursuit of excellence. Whether they are winning championships or falling short, Jerry Jones will always be proud of the franchise he has built—a legacy that goes beyond the football field and stands as a testament to his vision, dedication, and love for the Dallas Cowboys.
