The Dallas Cowboys have always been one of the NFL’s most talked-about franchises, but recent moves by owner Jerry Jones are sparking new debates about the team’s priorities.
With the release of the Netflix docuseries America’s Team: The Gambler and His Cowboys and the blockbuster trade of star linebacker Micah Parsons to the Packers, some are questioning whether Jones cares more about attention than championships.
Troy Aikman Questions Jones’ Priorities
Three-time Super Bowl winner Troy Aikman didn’t hold back in his comments on The Rich Eisen Show, suggesting that Jones’ focus may not be squarely on winning.
“I saw Jerry talk about the fact that having the Cowboys as a discussion point is meaningful to him,” Aikman said.
“And if people aren’t talking about the Cowboys, then he’ll do things to stir it up.
So he kind of walked into that and has given the impression that that supersedes winning.”
Aikman pointed out the frustration many feel over the Cowboys’ championship drought.
“In some ways, I’m sure Jerry and the Jones family and everyone is tired of the fact that they haven’t been to a championship game, let alone a Super Bowl, in 30 years,” he added.
Drama vs. On-Field Success
Aikman argued that for Jones, the drama surrounding the Cowboys has become almost as important as wins and losses.
“When you deflect that, essentially the valuation of your franchise, the attention and exposure, or the drama—what Jerry calls a ‘soap opera 365 days a year’—then that becomes the scoreboard instead of the games themselves,” he said.
Even though Dallas has been competitive—tied for the league’s 10th-best record over the past decade—they haven’t reached a conference championship game since 1996.
Their playoff track record remains underwhelming, going 2-4 in their last six postseason appearances.
Last season, the Cowboys finished 7-10, prompting the replacement of Mike McCarthy with Brian Schottenheimer.
Jones Embraces the Spotlight
At the Netflix docuseries premiere, Jones openly talked about the importance of keeping his team in the headlines.
“I do believe if we’re not being looked at, then I’ll do my part to get us looked at,” he said.
“The Cowboys are a soap opera 365 days a year. When it gets slow, I’ll stir it up.
Oh, it’s wonderful to have great athletes, great players, but there’s something more: there’s sizzle, there’s emotion, and, if you will, there’s controversy.
That controversy is good stuff in terms of keeping and having people’s attention.”
The Netflix Series Shines Spotlight on Cowboys History
The eight-part docuseries has certainly achieved that goal, drawing widespread acclaim for its inside look at Jones’ ownership, his clashes with legendary coach Jimmy Johnson, and Michael Irvin’s off-field struggles.
Some viewers have even gone so far as to say it rivals or surpasses The Last Dance, Netflix’s previous iconic series about Michael Jordan and the Chicago Bulls.
Fans Still Want Results on the Field
Despite all the attention, fans are eager to see tangible results.
Jones’ trade of Parsons brought in two first-round picks and defensive tackle Kenny Clark, but questions remain about how these moves will translate to victories.
The Cowboys kick off their season Thursday night against the Philadelphia Eagles—a first chance to show whether drama and sizzle can turn into real on-field success.