For decades, the Dallas Cowboys have been one of the most prominent teams in the NFL. Known as “America’s Team,” they’ve built a reputation for their iconic star on the helmet and their passionate fan base. Yet, despite this historic stature, the Cowboys have struggled to secure consistent success on the field, particularly in recent years. While the team has enjoyed brief flashes of brilliance, they haven’t tasted the ultimate prize—an NFC Championship or a Super Bowl victory—in over two decades.
Now, with a new season ahead, the question on everyone’s mind is whether 2025 could mark a turning point for the Cowboys. With their owner and general manager Jerry Jones still at the helm, this could be the opportunity for Jones to finally make a noticeable shift in how he operates the franchise.
A Long History of Unfulfilled Expectations
It’s no secret that the Dallas Cowboys have been stuck in a cycle of near-misses for much of the 21st century. After winning three Super Bowls in the 1990s, the team has yet to recapture that magic. The Cowboys have consistently attracted talent, including big names like quarterback Dak Prescott, running back Ezekiel Elliott, and linebacker Micah Parsons. Yet, with playoff appearances often ending in early exits, the team has been defined more by disappointment than triumph in recent years.
For Jerry Jones, who has been the face of the franchise since 1989, this continued lack of postseason success is a major source of frustration. His ambition for the Cowboys has always been to create a championship-caliber team, but for various reasons—some internal, some external—his vision hasn’t materialized into a sustained era of dominance.
Jones’ leadership has been characterized by his hands-on approach, both as the team’s owner and as its general manager. His willingness to make bold moves, such as firing coaches, signing marquee players, or making trade deadline deals, has kept the team in the spotlight, but those same moves have often been met with mixed results. Critics argue that Jones’ control over football operations has sometimes hindered the Cowboys’ ability to build a consistent, long-term plan.
The Time for Change?
This season, however, could be different. There are signs that Jerry Jones is ready to make a noticeable shift in how the Cowboys operate, potentially leading the franchise into a new era of success. The team’s front office has made some strategic decisions that suggest Jones is more open to collaboration and a more measured approach.
One of the most notable changes is Jones’ hiring of new head coach Mike McCarthy, who has brought a fresh perspective and a more disciplined approach to the Cowboys. McCarthy, who previously led the Green Bay Packers to a Super Bowl victory, has been tasked with leading the Cowboys back to glory. Under his leadership, there’s a sense that the team is building more cohesively, with a focus on long-term development rather than short-term success.
In addition, Jones has begun to delegate more responsibility to his front office, signaling that he may be stepping back from some of the more direct decision-making. For a man known for his hands-on approach, this represents a big shift, and it could be a key factor in the Cowboys’ ability to thrive.
A New Strategy for Success
Another element that could play a major role in the Cowboys’ future is their evolving player development strategy. The team has been building a solid young core, led by the dynamic Micah Parsons, and the addition of key veterans has filled gaps across the roster. The balance between youthful energy and veteran leadership could be the perfect formula for success, but it will require patience and smart management from Jones and his staff.
There’s also the matter of Jerry Jones’ commitment to improving the team’s overall culture. While the Cowboys’ brand has always been synonymous with success and high expectations, Jones seems to be placing more emphasis on creating a stable, winning environment, rather than relying on flash-in-the-pan signings or flashy publicity stunts. This more measured approach could pay dividends in the long run, particularly as the team focuses on building sustainable success rather than chasing immediate gratification.
The Pressure Is On
Ultimately, Jerry Jones is in a position now where he needs to prove that he can shift the Cowboys’ fortunes for the better. His legacy as a team owner is undeniable—he’s transformed the franchise into a global brand—but he is still searching for the elusive Super Bowl victory that would cement his place in NFL history as one of the game’s greats. As the team enters the 2025 season, it’s clear that the Cowboys’ future will depend on Jones’ ability to adapt, delegate, and allow the franchise to grow beyond its past failures.
The time for change is now. Whether that shift happens in the front office, with the coaching staff, or on the field, Jerry Jones has the opportunity to break free from the years of disappointment and lead the Dallas Cowboys to a new era of success. The question is: Will he finally get it right?
As the Cowboys march into the future, one thing is for certain—the stakes have never been higher. This is Jerry Jones’ chance to prove that the Cowboys can truly return to greatness—and this time, they might just be ready for it.
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