The Dallas Cowboys, one of the most iconic franchises in sports history, have transcended football to become a cultural phenomenon in the United States and beyond. Known as “America’s Team,” the Cowboys boast a storied past filled with legendary players, thrilling victories, heartbreaking defeats, and a larger-than-life brand that has helped them remain relevant over decades. From their humble beginnings as an expansion team in 1960 to becoming one of the most valuable sports franchises globally, the history of the Cowboys is a tale of ambition, innovation, and resilience.
The Early Days: Humble Beginnings (1960-1965)
The Dallas Cowboys were born in 1960 as the National Football League (NFL) sought to expand its reach into the South. The franchise was awarded to businessman Clint Murchison Jr. and former Oklahoma Sooners head coach Tom Landry was hired to lead the team. While Landry would eventually become one of the most successful coaches in NFL history, the Cowboys’ early years were filled with struggles.
In their inaugural season, the Cowboys went winless, finishing with a 0-11-1 record. Despite the poor start, Murchison and Landry had a long-term vision for the franchise. Rather than relying on quick fixes, they focused on building a strong foundation through innovative tactics, careful drafting, and the development of a disciplined, highly-organized team.
Landry introduced the flex defense, a revolutionary concept at the time, and began developing a signature approach to the game based on meticulous planning and execution. In the following years, the Cowboys slowly improved but remained below .500 until 1965. However, the seeds of greatness were planted.
The Birth of a Contender: Building a Dynasty (1966-1971)
The Cowboys began to hit their stride in the mid-1960s, with their first winning season coming in 1966. That year, they made their first playoff appearance, signaling the start of an era where they would be perennial contenders. Landry’s flex defense became a hallmark of the team, and quarterback Don Meredith along with running back Don Perkins led the offense to multiple successful seasons.
The Cowboys’ ascent culminated in 1970 when they made their first appearance in the Super Bowl (Super Bowl V). However, they fell short, losing to the Baltimore Colts in a heartbreaking 16-13 game. Despite the loss, the team’s progress and newfound success captured the attention of the national audience, setting the stage for what was to come.
The very next year, the Cowboys made it back to the Super Bowl (Super Bowl VI), where they defeated the Miami Dolphins 24-3. This victory not only marked the Cowboys’ first Super Bowl championship but also cemented their reputation as a powerhouse in the NFL. Tom Landry, already respected for his tactical genius, became an iconic figure in professional football.
The Glory Years: America’s Team Emerges (1970s)
The 1970s were the decade when the Cowboys became “America’s Team.” The nickname was first coined by NFL Films in a 1978 highlight reel, which featured the Cowboys’ rise to national prominence, their large fan base, and their consistent success on the field. The Cowboys were seen as the perfect embodiment of American ideals: tough, innovative, and always in pursuit of excellence.
During this time, the Cowboys made five Super Bowl appearances and won two more championships—Super Bowl XII in 1977 against the Denver Broncos, and Super Bowl VI in 1971. Legendary players like Roger Staubach, who served as quarterback, and Tony Dorsett, the team’s star running back, became household names, further solidifying the Cowboys’ place in NFL history.
Roger Staubach, often referred to as “Captain America,” led the Cowboys with a combination of grit, leadership, and clutch performances. His rivalry with quarterbacks like the Pittsburgh Steelers’ Terry Bradshaw created some of the most memorable moments in NFL history, including two Super Bowl battles between the Cowboys and Steelers.
Off the field, the Cowboys’ brand became larger than life, with the introduction of the now-famous blue star logo and the stylish cheerleaders, whose halftime performances became iconic. The Cowboys’ image was one of sleek professionalism, creating a mystique around the team that drew fans from across the country.
Transition and Turbulence: The Post-Landry Era (1980s)
As the 1980s began, the Cowboys continued to be competitive, making regular playoff appearances, but they were unable to replicate their dominance from the 1970s. As key players like Roger Staubach retired, the team underwent a transitional period. They made their final Super Bowl appearance of the decade in 1979, losing to the Pittsburgh Steelers in Super Bowl XIII.
By the mid-1980s, the team’s performance began to decline. In 1989, after several disappointing seasons, Jerry Jones, an Arkansas oilman, bought the Cowboys for $140 million. His first move as owner was to fire Tom Landry, a decision that shocked the football world, as Landry had become synonymous with the Cowboys. Jones replaced him with Jimmy Johnson, who had been coaching the University of Miami football team. This decision marked the beginning of a new era for the Cowboys.
The Return to Glory: The 1990s Dynasty
With Jerry Jones at the helm and Jimmy Johnson as head coach, the Cowboys embarked on one of the most remarkable rebuilding efforts in NFL history. In the 1989 NFL Draft, the Cowboys selected quarterback Troy Aikman, and a year later, they drafted running back Emmitt Smith, who would go on to become the NFL’s all-time leading rusher. The Cowboys also added wide receiver Michael Irvin and built one of the most formidable teams in the NFL.
By 1992, the Cowboys were back on top. They won Super Bowl XXVII in a 52-17 rout over the Buffalo Bills, starting a dominant run that would see them win three Super Bowl titles in four years. The Cowboys repeated as champions in Super Bowl XXVIII (1993) and added another title in Super Bowl XXX (1995).
The team’s triplets—Troy Aikman, Emmitt Smith, and Michael Irvin—became legendary, and under Johnson’s leadership, the Cowboys reestablished themselves as the premier franchise in the NFL. However, internal strife between Jerry Jones and Jimmy Johnson led to Johnson’s departure after the 1993 season, with Barry Switzer taking over as head coach. Despite the leadership change, the Cowboys remained dominant throughout the decade.
Struggles and Rebuilding (2000s-Present)
Following the dynasty years, the Cowboys entered a prolonged period of underachievement. Despite boasting talented rosters, the team was unable to replicate its success from the 1990s. The Cowboys underwent several coaching changes, with Bill Parcells, Wade Phillips, and Jason Garrett each taking a turn at the helm, but they struggled to make deep playoff runs.
During this period, quarterback Tony Romo became the face of the franchise, though the team often fell short in key moments. Despite flashes of brilliance, including NFC East titles in 2007 and 2014, the Cowboys were unable to reach the Super Bowl.
In 2016, the Cowboys saw a resurgence with the emergence of Dak Prescott and Ezekiel Elliott, who led the team to a 13-3 regular-season record. While they have remained playoff contenders, the team has yet to reach the Super Bowl in the 21st century.
Branding and Business: The Power of the Star
Off the field, the Dallas Cowboys have become one of the most valuable sports franchises in the world, worth over $9 billion as of 2024. Jerry Jones, with his business acumen and marketing prowess, has turned the Cowboys into more than just a football team—they are a global brand.
The team’s headquarters, The Star in Frisco, is a state-of-the-art complex that houses the Cowboys’ practice facilities, retail outlets, and entertainment venues. The Cowboys also play their home games at AT&T Stadium, a $1.3 billion architectural marvel that is one of the most technologically advanced stadiums in the world.
The Cowboys’ marketing strategy, which includes sponsorships, merchandise, and branding partnerships, has made the team a financial juggernaut. From the iconic blue star logo to the Dallas Cowboys Cheerleaders, the Cowboys are not only a football team but a symbol of American sports culture.
From their modest beginnings in 1960 to becoming “America’s Team,” the Dallas Cowboys have carved out an unforgettable legacy in professional football. With five Super Bowl championships, legendary players, and a brand that transcends the sport, the Cowboys are a symbol of success, innovation, and resilience. Although the team has faced its share of ups and downs, its history is a testament to the enduring spirit of the franchise and its fans.
As the Cowboys continue to build for the future under Dak Prescott and head coach Mike McCarthy, they remain a team that defines the landscape of American football. No matter where the road leads, the star on the helmet will continue to shine brightly.