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Deion Sanders Puts His Marketing Hat on for Jerry Jones and Cowboys After Netflix’s Announcement

Originally posted on Athlon Sports | By Dean Koutouratsas | Last updated Jun 12, 2025 4:23 PM ET

Netflix announced a new documentary on Thursday about the Dallas Cowboys dynasty from the 1990s called “America's Team: The Gambler and His Cowboys.”

The series, which will premiere on the streaming service, will focus on how Cowboys owner Jerry Jones assembled his star-studded team. The teaser photo features Jones alongside former quarterback Troy Aikman, running back Emmitt Smith, wide receiver Michael Irvin and cornerback Deion Sanders.

“A man who bet it all,” the series' official logline states. “A series of calculated risks. A team meticulously designed for greatness. America's Team: The Gambler and His Cowboys is the definitive story of the Dallas Cowboys and Jerry Jones’ impact on NFL history.”

Jones assembled his team by first hiring coach Jimmy Johnson in Feb. 1989. They drafted Aikman that year and Smith in 1990 following a controversial trade the year prior in which they parted ways with halfback Herschel Walker for draft picks in return.

They proceeded to sign a superstar in Sanders to a seven-year $35 million deal right before the 1995-96 season. This allowed the team to win three Super Bowls in the 1992, 1993 and 1995 seasons because of their high-scoring offense and tough defense.

Sanders was a key part of the Cowboys' 1996 championship victory and made four Pro Bowl appearances. The Cowboys fans also adored him, as did Jones, who watched him sometimes play on both sides of the field.

Sanders was also rumored to become the Cowboy's next head coach this offseason due to his strong connection to Jones, but instead, he chose to stay at the college level with the Colorado Buffaloes.

However, to continue his relationship with the team that helped him rise to fame, the Buffaloes head coach promoted the new series on Thursday.

“America's Team: The Gambler and His Cowboys ,” the 57-year-old wrote in the caption of an Instagram post. “The definitive story of Jerry Jones and the Dallas Cowboys comes to @Netflix on Aug. 19.”