They’re the most dear sports activities franchise on the earth — but they haven’t received a Tremendous Bowl in practically 30 years. So, how do you retain the nickname “America’s Crew” with out profitable a championship since 1996? Look no additional than Dallas Cowboys mastermind Jerry Jones, whose knack for turning the group right into a year-round headline machine retains the model unavoidable.
The most recent look contained in the storied franchise comes courtesy of Netflix’s docuseries America’s Crew: The Gambler and His Cowboys, out now. A worldwide streaming sensation with 1.9 million views since its Aug. 19 launch, it’s a must-watch not only for sports activities followers, however for anybody inquisitive about how the Cowboys turned a soccer dynasty — and a cultural phenomenon.
“I do imagine if we’re not being checked out, then I will do my half to get us checked out,” Jerry informed Yahoo on the Aug. 11 premiere. The 82-year-old businessman formally serves as proprietor, president and common supervisor of the Dallas Cowboys, however he additionally relishes the function of provocateur. If the highlight ever dims, Jerry’s greater than prepared to seize our consideration and ensure the workforce stays inconceivable to disregard.
“The gorgeous factor for networks or streaming firms is that the NFL is a 365-day-a-year curiosity issue. A variety of programming — it’s a must to spend as a lot to advertise as you do to make it,” he continued. “The Cowboys are a cleaning soap opera, twelve months a yr. When it will get sluggish, I will stir it up.”
‘America’s Crew’
Jerry’s aptitude for drama began the second he purchased the Cowboys in 1989 and fired Tom Landry, the workforce’s coach of 29 years. To say Landry was beloved is an understatement. Greater than 100,000 individuals turned out for a parade in downtown Dallas in his honor. Jerry named himself president and common supervisor, which, on the time, was extraordinary.
Jerry confronted intense backlash after firing Landry, incomes dying threats and a repute as a villain. Within the docuseries, he admits it “was definitely one of many nice PR missteps, possibly of all time.” However reasonably than shrink from the controversy, he leaned into it, utilizing the drama as a springboard to showcase the workforce and form its id. He capitalized on the eye, constructing the franchise’s model by sponsorships and fan engagement. In 1992, for instance, he launched pep rallies at Texas Stadium, drawing 70,000 followers to ship the Cowboys off to the NFC Championship recreation.
“I used to be making an attempt to create a collegiate enthusiasm,” Jerry says within the sequence.
To be “America’s Crew,” it’s a must to resonate with followers far past Dallas. Jerry acknowledged that star energy didn’t have to remain on the sector, and the Cowboys have been one of many first organizations to show their gamers into family names — by advertising and marketing, together with groundbreaking offers with Nike and Pepsi, endorsements and merchandising. In 1995, the Cowboys accounted for one-fifth of all NFL merchandise gross sales. Jones inspired his gamers to make media appearances and set up star energy off the sector.
Within the ’90s, quarterback Troy Aikman appeared on late-night exhibits, whereas operating again Emmitt Smith and extensive receiver Michael Irvin graced journal covers. Even contract disputes turned nationwide speaking factors — Smith’s 63-day holdout in 1993 was coated endlessly, a reminder that the workforce’s attain extends far past the gridiron.
Michael Irvin and Troy Aikman in a nonetheless from America’s Crew: The Gambler and His Cowboys. (Netflix)
For the gamers themselves, carrying the label comes with pleasure, strain and a singular sense of accountability. The present face of the Cowboys, quarterback Dak Prescott, has mentioned the moniker means “everyone needs to see us play.”
As our mates over at Yahoo Sports activities wrote: “The one factor that makes non-Cowboys followers angrier than the ‘America’s Crew’ nickname is the Cowboys letting the world know they’re extra attention-grabbing than everybody else as a result of they’re ‘America’s Crew.’”
Whilst you’re the hero to some, to others, you develop into a villain. It’s nothing that the Jones household can’t deal with, particularly when the highlight is at all times on their franchise. As Charlotte Jones, govt vp and chief model officer of the Cowboys, informed me, “It takes the villains to help the journey.”
“At dwelling we’re the first-most-loved and the second-most-hated, after which on the highway, we’re the first-most-hated and the second-most-loved,” she continued. “Simply as a lot as we are saying thanks to the followers that love who we’re, we are saying thanks to the villains that hate who we’re, since you want each. The journey is actual, and the journey is enjoyable.”
Charlotte Jones. (Netflix)
Not possible to disregard
It may be maddening: At virtually any given second, the Cowboys dominate sports activities exhibits, even in seasons or video games once they aren’t related.
There was loads of off-the-field drama this preseason to maintain the Cowboys the speak of the media with All-Professional Micah Parsons’s contract dispute. However by Jerry’s requirements, all press is nice press.
“That controversy is nice stuff when it comes to conserving and having individuals’s consideration,” he mentioned.
I tuned in to the preseason matchup between the Bengals and Commanders on Aug. 18, and commentators have been discussing the Parsons state of affairs.
Regardless of ending 7–10 in 2024, 13 video games involving Dallas nonetheless ranked amongst the 100 most-watched primetime telecasts of the yr. This upcoming season, the Cowboys are slated for the second-most primetime video games within the NFL, simply behind the Kansas Metropolis Chiefs. It is a testomony to their relevance across the nation, whether or not you need ot admit it or not.
It’s not simply the gamers on the sector that maintain the highlight.
Jerry Jones and the Dallas Cowboys cheerleaders. (Netflix)
Netflix’s hit America’s Sweethearts: Dallas Cowboys Cheerleaders was just lately renewed for a 3rd season, and filming is underway. Earlier than Netflix, Dallas Cowboys Cheerleaders: Making the Crew ran for 16 seasons on CMT. The Jones household has expertly leveraged these applications, turning their cheerleaders and workforce tradition right into a year-round media presence and additional cementing the Cowboys’ place in public consciousness.
“I really feel like we’re like the best actuality present on the market,” Charlotte informed me. “Our gang, you may’t script it, you may’t predict it, you may’t pretend it. And that is on and off the sector in all the pieces that we do.”
America’s Sweethearts is nominated for an Emmy for Excellent Unstructured Actuality Program. The cheerleaders have supplied the Cowboys with over $50 million in what is called equal model worth, in response to the Hollywood Reporter.
“Our tradition actually gravitates to actuality TV. I imply, sports activities is actuality TV each minute of the day,” Charlotte continued. “And all of the issues that occur that make large personalities — they’re large personalities for a cause. Which suggests, they’re type of spicy off the sector. You may as properly present them off. You reside with it, so that you may as properly present it. And I believe all of that collectively has actually type of made us who we’re.”
You don’t develop into a $12.8 billion sports activities franchise simply by taking part in the sport on the sector.
The Cowboys are among the many high 5 best-selling groups on Fanatics, the worldwide sports activities merchandise retailer, in response to NBC, with merchandise bought in additional than 110 international locations. They bought essentially the most tickets of any workforce, in response to retailer StubHub. Even should you aren’t a Dallas Cowboys fan, the Jones household has made AT&T Stadium in Arlington, Texas, a vacation spot in its personal proper.
After I talked with Smith on the Netflix premiere, he summed up the attract completely: “All of us need to know what the Cowboys are as much as. It is essentially the most seen group. They do an excellent job of selling. They do an excellent job of branding. They’ve been the leaders in so some ways in sports activities because the ’90s, and so they’ve proven individuals the way it ought to be finished.”
Why the Cowboys make nice TV
For the Cowboys, it’s by no means nearly x’s and o’s. “Now we have nice athletes, however there’s one thing extra — sizzle, emotion, controversy,” Jerry informed me.
After I requested Andrea Kremer, NFL Networks’ chief correspondent, why the Cowboys are coated breathlessly, her response was easy.
“They’ve the personalities, and all the pieces is larger in Texas. They’ve this moniker, and it is attention-grabbing since you hear individuals say on a regular basis, ‘Why are they nonetheless known as America’s workforce once they have not received because the ’90s?’ But it surely sticks. You hear individuals say the Chiefs are going to be America’s workforce, however there’s actually just one, and it is the Dallas Cowboys,” she mentioned.
Charles Haley, Jimmy Johnson and Emmitt Smith in a nonetheless from America’s Crew: The Gambler and His Cowboys. (Netflix)
That nationwide obsession isn’t at all times love. As Smith put it, that’s a part of the enchantment. “You may hate us, however you’re going to look at. … I can win your followers over. You might hate the Cowboys, however you are going to love us, although,” he mentioned.
For Corridor of Famer Irvin, he believes the draw to the workforce is private for some. The Cowboys have the narrative of a wrestle and, simply possibly, a triumph that retains viewers glued. Everybody needs to know if the workforce can get again to its glory days.
“America’s workforce. What’s America about? We’re concerning the struggle again,” he informed Yahoo.
Irvin spent years on the sector earlier than changing into a commentator on NFL Community. Now, he is identical to the remainder of Cowboys followers on Sundays, and it’s tough for him.
Jerry Jones and Michael Irvin attend the premiere of Netflix’s America’s Crew: The Gambler And His Cowboys. (Frazer Harrison/Getty Photographs)
“I discover it so onerous to be a fan. Let me inform you why. After I was taking part in, I may do one thing about it. Now, as a fan, all you are able to do is watch this shit. I am like, ‘What the hell?’” he laughed. “Each Sunday when it would not go like I need, I am finished. I am finished! I give up. I divorce them. I am unable to take this anymore. I am uninterested in going up and down. Then by Wednesday night time, earlier than the Thursday night time recreation, you are again on the altar saying, ‘I do!’ … You simply overlook concerning the ache you have been simply in. However all of us get drawn into it.”
It’s that emotional rollercoaster — the highs, the lows, the drama on and off the sector — that makes the Cowboys must-see TV. They’re each heroes and villains, beloved and hated and the last word actuality present we are able to’t assist however watch.
