---
slug: "dallas-cowboys"
title: Dallas Cowboys
depth_tier: program
side: UNIVERSAL
category: Teams
source_id: "NFL-0017"
created: 2026-05-12
updated: 2026-05-13
canonical: https://learningfootball.xyz/programs/dallas-cowboys
aliases:
  - Dallas Cowboys
  - "America's Team"
  - Cowboys football
sameAs:
  - "https://www.espn.com/nfl/team/_/name/dal/dallas-cowboys"
  - Q204862
  - "https://en.wikipedia.org/wiki/Dallas_Cowboys"
  - "https://www.pro-football-reference.com/teams/dal/index.htm"
---
# Dallas Cowboys

## Short Definition

NFC East NFL franchise founded in 1960—five Super Bowl titles and the America's Team label make Dallas the most commercially valuable franchise in sport.

## Definition

The Dallas Cowboys are an NFL franchise in the NFC East division, playing home games at AT&T Stadium in Arlington, Texas. Founded in 1960 as an expansion franchise, the Cowboys became one of professional football's most commercially and competitively successful organizations, winning five Super Bowl championships and establishing a national brand identity that transcends regional football fandom.

Two distinct championship eras define the franchise. The first, under coach Tom Landry and led by Roger Staubach in the 1970s, produced two Super Bowl titles and the "Doomsday Defense" that made Dallas the NFC's dominant power. Landry's tenure, spanning 29 seasons, established organizational continuity and coaching identity that defined what the Cowboys were.

The second era, under Jimmy Johnson and then Barry Switzer in the 1990s, produced three Super Bowls in four years with Troy Aikman, Emmitt Smith, and Michael Irvin—the Triplets—running one of the most talented rosters ever assembled. This team's combination of physical dominance and celebrity created the Cowboys' status as professional football's most discussed franchise.

The Cowboys' commercial valuation—consistently the most valuable sports franchise in the world—reflects their national marketing reach, AT&T Stadium's premium revenue generation, and the ongoing national media investment in the franchise regardless of their current competitive status. Owner Jerry Jones's acquisition in 1989 and subsequent management has been one of professional sports' most consequential ownership tenures.

## Example

"Five Super Bowls, the world's most valuable sports franchise, America's Team—and they haven't won a championship since 1996. The Cowboys are the NFL's most discussed franchise in any given year."

## Common Confusion

The Cowboys are called America's Team—a label from NFL Films in 1978—but the designation is contested and resented by fans of other franchises. It reflects the Cowboys' national following and commercial dominance, not neutral popularity. No franchise generates the same combination of passionate fans and passionate detractors.

## Related

- super-bowl-sunday
- lombardi-trophy
- nfl-films
- hall-of-fame

---
Source: https://learningfootball.xyz/programs/dallas-cowboys