Cowboys Maintaining 'America's Team' on Memorial Day

FRISCO - Jerry Jones has received his fair share of criticism during a tumultuous 37-year reign. But the Hall-of-Fame owner has also performed a miracle.

He's kept the Dallas Cowboys wildly popular and profitable without being productive.

A Super Bowl-less drought approaching its 30th year hasn't dented the Cowboys remaining one of the most attractive - and, yes, polarizing - teams in the NFL.

On a national holiday to remember our fallen heroes on Memorial Day, it seems appropriate to also recognize the Cowboys as, still, "America's Team."

The Cowboys haven't played in a NFC Championship Game since Troy Aikman was the quarterback. Don't look now, but he's been a TV analyst for 24 years. Nonetheless, the team remains one of the most powerful brands in the league, if not the world.

Jones bought the Cowboys and Texas Stadium in 1989 for $140 million. They have been the world's most valuable franchise for nine consecutive years and is now estimated to be worth more than $10 billion.

And the popularity is as strong as ever. Last year they endured a disappointing 7-10 season, yet were still No. 2 in merchandise sales (behind only the San Francisco 49ers) and Micah Parsons had the fourth best-selling jersey (behind Christian McCaffrey, Patrick Mahomes and Jalen Hurts).

As for attendance, the Cowboys led the NFL in both total (more than 1.4 million witnessed their 17 games) and home games (with 130,000 more than the second-place New York Giants).

And now comes this year's TV schedule, where the networks are still fighting each other for the right to broadcast the Cowboys in primetime.

NFL Films officially dubbed the Cowboys "America's Team" in its 1978 highlight reel. But the moniker is as true today than ever.

Through the years, several NFL teams have made a run at "America's Team." During their six-championship dynasty the New England Patriots tried to yank the prestigious moniker away from the Cowboys. The Kansas City Chiefs and even the Philadelphia Eagles have also attempted to give themselves the prestigious label.

Despite a disastrous 2024, the Cowboys will play eight "spotlight" games in 2025. Among those - meaning they will be the only game at the time - six will come in primetime. The first of those comes in the NFL's Kickoff Game against the Eagles on Sept. 4.

Only the Chiefs - who have played in the last three Super Bowls - have more primetime games with seven.