Stephen Jones worries about older Cowboys fans deciding, “We’re done”

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The Cowboys last won a Super Bowl in January 1996. This year is the 20th anniversary of the event. Which means that anyone born after Dallas beat the Steelers in Super Bowl XXX can’t relate to the Cowboys as NFL champions.

Via Jon Machota of the Dallas Morning News, Cowboys executive V.P. Stephen Jones recently was asked at a press conference whether he’s worried about the fact that a generation of kids don’t know the Cowboys as a championship team.

“Of course,” Jones said. “I mean, I’m worried every day that we don’t get a championship. You worry about that all the time. That’s why we’re very aggressive in trying to get there. It’s just not acceptable in our minds that we haven’t been able to win a championship in so long. I do worry about that. I worry about that all the time.”

Jones isn’t worried only about the kids.

“I worry about that with older fans, that they finally say, ‘We’re done,'” Jones said. “That’s why we try to do everything we can to show respect to our fans, to do things that I think are good things that our fans think are good things for our team. But at the end of the day, as I said, it’s all about the game and it’s all about winning a championship, and we got to get that done.”

Before they win the Super Bowl, the Cowboys have to get there. Before they get there, they have to get to the NFC championship game.

They haven’t even made it that far since winning the title that capped the 1995 season. Only three NFC teams haven’t: Washington, the Lions, and the Cowboys. That drought included at one point a 13-year delay between playoff wins.

Those facts make it even more amazing that the Cowboys continue to deliver massive audiences in nationally-televised games. So the fans, young or old, have yet to bail on the ‘Boys. It doesn’t mean they never will; they presumably haven’t because they assume it’s inevitable that the Cowboys someday will get back to the NFL’s final four.

It surely is, but if it takes another 20 years for it to happen, America might find itself another team.

102 responses to “Stephen Jones worries about older Cowboys fans deciding, “We’re done”

  1. If you’re a fan of a team just because they won a superbowl or stopped being a fan because they didn’t……then you’re not much of a fan.

  2. no body cares about daLOLas or their old fans, they do have new fans though crawling and jumping over by the thousands nightly

  3. No real fan ever bails on their team..it doesn’t matter who your tesm is..thats your team..only team that has bandwagon fans is Seattle and their 2012s

  4. Those of us who are true Cowboys fans (since Day 1 in 1960 for me), YES we’d love to win. But you don’t see Cubs fans jumping ship because they haven’t won. TRUE fans stick around. If they prefer the newer, shinier object don’t let the door hit you in the ass on your way out.

  5. Fair weather fans love us when we’re up and haters love watching us lose during the down times. That’s why we always deliver ratings. #truthhurts

  6. “It doesn’t mean they never will; they presumably haven’t because they assume it’s inevitable that the Cowboys someday will get back to the NFL’s final four”

    That’s a big presumption. More likely watching them has become more akin to a bad habit than an exercise in hopeful assumption.

  7. Sticking w/ a beat down QB while drafting a guy w/ no knee in the 2nd round shows they are more about publicity than trying to build a contender. That’s been Jerry’s dream since he’s bought them. Had a nice run when Jimmy was coach/GM but then fired his butt for taking credit for those rings.

  8. He’s got a point. With the interweb, you can follow any team from anywhere. You don’t have to live in an NFL city to get the inside scoop on your team.

  9. When I was a kid the Cowpies and Whiners were the teams to beat in the NFC. Then this thing called the salary cap was installed and they haven’t been the same since.

  10. As an ‘older’ Cowboys fan, I am not going anywhere. Am I happy with the last 15 years or so? Of course not, but suggesting that we will only follow the Cowboys if they are winning Superbowls is insulting to me.

    The only ‘fans’ that will say ‘I’m done’ because of the last 15 years are the bandwagoners, good riddance, go faux root for some other team.

  11. The Cowboys were once great because they had an incredible string of outstanding draft picks. Many of which were directly related to Jimmy Johnson and/or the Herschel Walker trade. They were a team full of turds that could play, now they are a team full of turds that cannot play.

  12. The January 1996 SB was for the 1995 season. In other words, they’re in their 21st year since then, not 20th.

  13. I would say anyone born after 1986 wouldn’t really know what it’s like to witness a Cowboys championship, because pretty much any child before the age of 10 isn’t that interested, invested or just doesn’t understand the game…… And that is being generous. Could stretch to at least 13 years old.

    That being said, that doesn’t stop them Cowboys fans from talking about all the SBs they won even though they never saw one. That is almost as bad as being a bandwagon fan. They’re similar in a way.

  14. Overpaying poor character players has hurt them for quite a while. Overpaying for glass players seems to be the latest problem. Your stars have to be on the field to win.

  15. Poor draft strategy, scumbag woman beating ‘leaders’, over the hill skill players, cap strapped roster devoid of game changers and captain cuckoo bananas leading the charge into the ditch.
    This is the current state of Americas Team.

  16. The only reason the Cowboys get good TV viewing numbers is 1) The NFL is popular and 2) The NFL keeps giving them prime time games and the best coverage. If they had to compete with other NFL teams with ratings and played an average TV schedule, their numbers would plumet.

  17. He should be more worried about the signing of players like Greg Hardy and how it turns the stomachs of the fans who remember the Tom Landry era.

  18. Glad to see he is concerned and is trying to do something about it. Let’s face it though, the single biggest thing that all owners can do is get rid of the Goodell dictatorship at league headquarters. This man and his minions are tearing the game apart and ruining what’s left with utter nonsense and gross mismanagement. Ultimately that is what is going to drive away the fans of every team. True fans will not leave just because a team hasn’t won it all in a while.

  19. …the Cowboys won’t win till they find another Rodger or Troy. Romo is good but just doesn’t have what it takes to get them a Super Bowl….hate to burst the Jones bubble.

  20. For 21 years, all is right with the World. Doubt they would have won the last few without help from their “Farm Team”, the Vikings.

  21. As good as Jimmy Johnson was the Boys decline has more to do with the advent of the salary cap than it does with his departure. As far as fans that remember them as champs moving on Stephen should be more concerned with them passing on. The get of my lawn generation doesn’t like change, they never tire of reliving the good old days. Dallas’ base may decline but it won’t disappear any time soon. Anybody that believes a teams history can’t carry them for 40+ years has never met a ‘Phins fan. They not only never came close to the ‘Boys in terms of glory days but they have been pretty much irrelevant for the past 30 years and haven’t even won a playoff game in 15

  22. Only three NFC teams haven’t: Washington, the Lions, and the Cowboys.
    ====================================

    The name of the team is the Redskins, and always will be.

    – Cowboys fan

  23. bworacle says:

    The only reason the Cowboys get good TV viewing numbers is 1) The NFL is popular and 2) The NFL keeps giving them prime time games and the best coverage. If they had to compete with other NFL teams with ratings and played an average TV schedule, their numbers would plumet.
    ====================================

    The NFL keeps giving them prime time games because they get the best viewing numbers due to their popularity.

  24. “Wow, its Roger Staubach and Tom Landry…. a bunch of front runners!!!!” – Redskins coach George Allen

  25. What stinks is that there are fans of every team that are totally bound to their respective teams just to see them win, but all the owners are looking for is to maintain their interest for their money.

  26. As long as our old man and you believe you know what you are doing in running the Cowboys, you will fail.
    Your egotism is your biggest enemy

  27. He should be worrying! I have been a fan since year one – 1960! Through the ups and downs and the last 20 years of obtuse drafting and maladroit trading coupled with Jerry meddling into the coaching decisions has left me with little hope that the team can become a winner, again. My message is — Jonses sell this team!!

  28. He should be worried. Until they get someone in there that is a REAL GM and someone who’s a REAL coach, and someone who’s a REAL doctor instead of GM Jerrah, Coach Jerrah, and Dr. Jerrah they will only ever achieve mediocrity at best.

  29. As a Raider fan I can sympathize with a being a fan of a team that an egotistical owner/GM ran into a ditch. But at least Al got them to a Super Bowl this century (which Jerrah would give his left nut for as then he could finally get the credit). We had to wait for Al to die and a real GM to get hired before things got brighter so, take heart, Cowboys fans, Jerrah can’t live forever! Just beware that the mess he will leave behind will take a few years to clean up…. Unless, of course, Stephen takes over and becomes the designated Jerrah (as seems likely). In that case, you’re screwed and 1995 will get farther behind in the rear view mirror.

  30. He should get rid of his father and that would make all Cowboys fans breathe easier.

  31. As a Raider fan I can relate. I haven’t missed a game since the Gruden Bowl and I figure that if I could stomach the JaMarcus years, I can stomach just about anything.

  32. jerry944 says:
    Jun 14, 2016 8:37 AM

    No real fan ever bails on their team..it doesn’t matter who your tesm is..thats your team..only team that has bandwagon fans is Seattle and their 2012s
    —————————

    Yep. If the Browns, Jets, Bills, Dolphins, Vikings, and Lions still have fans, any team will.

  33. Since Jerry Jones bought the team they are nothing but an average team. They have won as many games as they have lost .500 what’s so great about that.

  34. Those are called Fair Weather Fans, AKA Bandwagon Jumpers.

    e.g. – Every Dallas Cowboys fan under 60 years old.

  35. Jerry Jones and his giant ego coupled with his incredible ineptitude have made the Cowboys a perpetually mediocre team. Good thing he’s such a great salesman, otherwise Jerryworld would be half empty come game day.

  36. Cowboys fans are as delusional as Jets fans and more irritating than Pats fans. That’s an accomplishment.

  37. It does happen. Teams can lose loyal fans.

    I grew up a diehard 49ers fan. Don’t know why. I lived in Florida. The first game I sort of remember watching was the 49ers-Bengals Super Bowl in ’81. I was ten years old. I guess I jumped on a bandwagon.

    But I loved that team. That organization. Eddie DeBartolo, Joe Montana, Fred Dean, Hacksaw Reynolds, Freddie Solomon, Jerry Rice, Ronnie Lott, Roger Craig, Steve Young, on and on and on.

    Then in 1993, I moved to Tampa. A friend convinced me to get season tickets to the Bucs with him. As far as I was concerned, I now had two teams. One that could contend, and one that had shoddy ownership and was a great way to kill a sunny Sunday. I rooted for the 49ers against the Bucs in SF in 1994, as the Niners were on their way to another Super Bowl championship.

    Then two dynamics happened. The Bucs’ notoriously cheap owner, Hugh Culverhouse, died, and a trust was set up that eventually sold the team to the Glazier family, who were hell-bent on winning. Around the same time, Eddie DeBartolo lost control of the 49er franchise he had run so well to his sister and brother-in-law.

    Suddenly, the Bucs were drafting well. They were signing quality free agents. They built a new stadium and got new uniforms. Meanwhile, then-49ers coach Steve Mariucci leaked to the press that the new ownership didn’t want to pay for things that Debartolo always did. The new 49ers owners were, inexplicably, cheap.

    And slowly my loyalty just changed. How could I live and die with a team that the owners weren’t doing all they can to win? And the on-field performance reflected it. Aside from a blip when Jim Harbaugh was the coach (at this point, seemingly an anomaly) the 49ers have been terrible. I tried to keep up with them, but when all the players, coaches and owners I knew were gone, what was I rooting for? The uniforms?

    Meanwhile, under Tony Dungy and then Jon Gruden, the Bucs were providing a quality product right in my backyard. I had season tickets for 15 years (I now live in NYC). And even though they’ve been blundering lately, I still truly believe they’re always trying to win.

    So the 49ers have kind of lost me. I’ll always have amazing memories a spot in my heart for the old Niner teams. But I’m a diehard Buc for life or until a bad owner buys them, whichever comes first.

  38. The Cowboy fans don’t leave but they do go into hiding faster than any other fan base. When they stink or are even mediocre you won’t see a Cowboy hat, shirt, or jacket anywhere. Let them be good or think they’re good these people come out of the woodwork. I kind of dislike Cowboy fans for they’re behavior.

  39. The boys are one of the few NFC teams I actually like. I think it would be great for the NFL if they got on a run. They are one of the few teams that make for a better league when they are winning.

  40. Umm….yup that would be me Stephen…I’m 58 and know that while Jerry is the man I’ll never see another SB in my lifetime

    However I’m still a boys fan….how?

  41. It would be a good start to have a true head coach and not a figurehead. Renember, those “older” fans have a memory of Landry, primarily, and Johnson, to a lesser extent. Jason Garrett is not the answer now, never was and never will be.

    Then some rightstanding players – that is, with no off the field issues…

  42. NFC East in 2016, if all the starters on every team were to stay healthy:
    1. Cowboys
    2. Redskins
    3. Eagles
    4. Giants

  43. ha ha ha , the reason they get ratings is everyone tunes in to see them get butt wiped .
    how’s the old saying go ? – ‘i’ve got two favorite teams , my team and whoever is playing the cowboys ‘

  44. I am glad he is concerned as I have thought about that too but of course as a Cowboys fan for the last 48 years I have also encouraged my sons to follow and pull for the Dallas Cowboys and they do. Its something we enjoy together.

    A true fan doesn’t vary by wins or losses but wins do help generally. Keep at it Stephen and Will!

    DCFL!!!

  45. It’s not so surprising they’re still popular. They have a huge tradition – 5 Super Bowl wins does a lot for that – and are in the middle of possibly the most football-crazed part of the country.

    As we see in every other aspect of American life, brands can be very powerful and enduring.

    Also, with few exceptions, they usually have compelling and interesting players. Guys like Romo and Bryant are exciting to watch, whether the team makes the playoffs or not. They deliver drama.

    Only one team per years wins it all. It’s the teams that create interesting stories with interesting personalities that maintain interest.

  46. usg1 says:
    Jun 14, 2016 9:22 AM

    I would say anyone born after 1986
    ====================================

    You just described about 90% of PFT readers.

  47. murraysons says:
    Jun 14, 2016 8:43 AM
    America’s team, my foot.
    ++++++++++++++++++++++++++++++++
    Obviously, you do not keep up with the AP poll done every season!!! Once again, last season, the Cowboys were the favorite team, WITH the best fans 🙂 And, that was with a 4-12 season!!!! lol
    I truly get a kick out of the TV ratings reported, especially by FOX. Last season, out of the first 4 games played, the ‘Boys ratings were the highest in 3 of them and that included the first game of the season between the Pats and Steelers 🙂 And, people wonder why we get so many prime time games …smh….$$$$ for the media! People, please do your research…..

  48. greymares says:
    Jun 14, 2016 10:52 AM
    The Cowboy fans don’t leave but they do go into hiding faster than any other fan base. When they stink or are even mediocre you won’t see a Cowboy hat, shirt, or jacket anywhere.
    _
    Cowboys were 4th last year in merch sales so your contention is people by all this stuff to keep it locked up at home? Yeah, that makes sense.

  49. mmack66
    Must be an idiot back-woods Packer fan.

    Grouping one of the most successful/winning franchises in the NFL with ones that haven’t even been to the playoffs in decades.

    Nice try doofus…

  50. If only jerrah was smart enough to figure out the one constant in this 20 year slide.

    I for one am glad he hasn’t done anything aboug the bone headed gm he has.

  51. I don’t think most NFL teams have to worry about older fans — unless they are so old they’ve got dementia, most old fans actually have attention spans.

  52. the ONLY consistent aspect of the Boys during their 20 years of losing is Jerrah as GM. He is a total, unmitigated failure, only made worse by his arrogant preening on TV

  53. The Cowboys stopped being “America’s Team” in 2001 at which time they ceded that moniker to the NE Patriots!

  54. What a waste of time. Dallas went 15 years between the final Landry championship and the first of the Jones era, and the team didn’t lose fans then. And back then there was no salary cap to make it harder to stack teams full of quality players. You can’t exactly expect a team to win a championship every 10, 15, 20, even 30 years, given the salary cap and how many teams there actually are in the NFL. Dallas will get there fairly soon, or it won’t.

  55. Show the fans real respect and hire a football GM that has a clue. Just cause you played college ball don’t mean you can be a competent football guy. I played HS and college baseball but you don’t see me managing a major league ball club now do ya….

  56. Pfffft, just think about Eagles fans. 56 years! How many of their classless fans have been born and passed on since that pathetic franchise won anything?

  57. Love them or hate them, the Cowboys are ratings kings. The 3 most watched NFL games of 2015 were all games involving the Cowboys. And for those who say the Cowboys only get ratings because the NFL gives them primetime games, guess what? None of the 3 highest rated games of last season were on at night, they were all day games(although one was on Thanksgiving). And on top of that, they were all games played in Nov and Dec, when the Cowboys had already lost a ton of games. Why does everyone watch the team they claim to hate, even when they’re terrible? I can’t explain it, but it’s a fact: Dallas Cowboys = Ratings. Deal with it.

  58. At least they’ve won a SB in the last 20 years.

    The Dolly fins haven’t been to the playoffs since like 19 and forever ago.
    Must really be miserable to be a fan of the Dolphins.

    Dan Marino for 17 years and Shula can’t win a single SB; even after he cheated his whole career.
    Miserable organization and the fairest of fair weather fans.

  59. The Cryboys “remembering” their SB’s are akin to the Browns “remembering” all of their championships…before helmets.

    The only true “America’s Team” has been, and always will be the grand old Green Bay Packers. No one can touch their history or ever match their success.

    They are owned by their fans, and not some selfish billionaire who traded in his thoroughbreds for the latest “IT” thing. It’s just a fact.

  60. Was a fan from 1960, the left the boys when Jones ran off Jimmy. I love watching them loose.

  61. They never will win as long as they let the owner act as GM like the raiders did with Al Davis. Even the raiders have changed and let the GM do their job.

  62. pretty sad, celebrating that last ‘win’, the steelers were beating the cowboy’s asses up and down the field…until neil odonnell giftwrapped two picks to the overrated larry brown…..made both of them household names….

    since then the steelers have continued their upward trajectory into NFL history and the cowboys…well, the less said the better….

  63. Simply put, the fans of (South) “America’s Team” thinks they’re, somehow, entitled to win every Super Bowl every year.

  64. As a fan of the Cowboys since inception I still despise how Jerrah booted Tom Landry and I have yet to forgive him. Probably never will. His arrogant ego continued with the firing of Jimmy and still pisses me off. His stupidity of hiring coaches after that and Jerrah’s total ignorance and inexperience about football talent left me calling him something far worse than the GM title he gave himself. We all know Jason Garrett has become a better Coach as talented and experienced coaches like Marinelli and Linehan were hired. Garrett may be one of few who could work for Jerrah and I still reserve my lack of support for him as I do not think he is a good head coach. The Cowboys have been a .500 team since Jimmie Johnson was fired. Without the necessary tools to complete a Super Bowl mission is all on Jerrah and his horrible dead CAP money burden, terrible judge of player talent, terrible trades, and terrible contracts. Jerrah’s time in the sun appears done and he could at least bring in a good GM to set the Cowboys on their next run at glory!However I am still a fan of the Dallas Cowboys and wear a Cowboy jersey with Staubach on the back shoulders gleaming with #12 and a warm spot in my heart for Tom Landry. How about them Cowboys!
    “Leadership is getting someone to do what they don’t want to do, to achieve what they want to achieve.” Tom Landry

  65. “Those facts make it even more amazing that the Cowboys continue to deliver massive audiences in nationally-televised games. ”

    That’s a skewed stat because broadcasters FORCE the cowboys on every market. In L.A. they show EVERY Cowboys game…as if everyone here is supposed to be a fan.

    If that is the game we are force fed every week of course they have massive audiences. They still suck and people still gripe wondering why we are forced to watch their games each week.

  66. How many teams have fans and either haven’t won a Super Bowl or even got there: Bills, Eagles, Bengals, Browns, Titans, Jags, Chargers, Vikings, Lions, Panthers, Falcons, Cardinals & Texans ?

  67. Let’s see. Outrageous food and drink prices, ticket prices, variable ticket prices. Don’t even mention parking. Incredible salaries and losing teams. Loyal free tv stations with local sports teams disappearing. Gee wonder why I hardly ever watch and never go to see professional sports.

  68. So to keep fans forever you need to be a multiple winning Super Bowl team: Steelers 6-2, 49ers 5-1, Cowboys 5-3, Giants 4-1, Packers, 4-1, Broncos 3-5, Redskins 3-2, Raiders 3-1, Dolphins 2-3, Colts 2-1 or at least have one: Jets, 1-0, Saints 1-0, Bears 1-1, Chiefs 1-1 or Seahawks 1-2?

  69. winged warrior says:
    Jun 14, 2016 11:27 AM
    ha ha ha , the reason they get ratings is everyone tunes in to see them get butt wiped .
    how’s the old saying go ? – ‘i’ve got two favorite teams , my team and whoever is playing the cowboys ‘
    ++++++++++++++++++++++++++++++++++++++++++++++
    Best analytical post EVER to explain their “ratings” and their faux fan base.

  70. louiegrandie says:
    Jun 14, 2016 10:27 AM
    Since Jerry Jones bought the team they are nothing but an average team. They have won as many games as they have lost .500 what’s so great about that.
    ,,, ,,,,,,,
    Whats so great bout that?….3 super bowl rings is whats great bout that…how many owners have 3 super bowl rings in the past 25 years?..

  71. To this day they think Romo can hold it together for enough playoff games to win a Super Bowl.

    Insanity……

  72. I’ve been a Cowboys fan for 40+ years so I guess that puts me in the “older” fan category. The last 20 years have been painful. It’s just been one blunder after another by ownership. Mediocrity has become acceptable in Dallas and that’s a shame. The Sad part is I could never stop being a fan. After all these years it’s practically in my DNA. All I got is hope. It could be worse. My Father who is 80 is a Browns fan. Has been all his life. Now that’s some loyalty. 🙂

  73. People are still fans but are tired of seeing an egotistical, incompetent fool making stupid draft picks, bad trades, and signing stupid contracts with over the hill vets. How many other GMs would still have their jobs with Jerry’s record of futility? What other pro sports team would hire a GM with such a pathetic record of failure? If Stephen is serious about this, get Jerry out to pasture.

  74. Don’t have to worry about losing me. That happened when Jerry bought the team and made firing Tom Landry his first item of business.

  75. 2ruefan says:
    Jun 14, 2016 12:06 PM

    mmack66
    Must be an idiot back-woods Packer fan.

    Grouping one of the most successful/winning franchises in the NFL with ones that haven’t even been to the playoffs in decades.

    Nice try doofus…
    ————————-

    I’m an idiot city-living Chiefs fan.

    My statement didn’t really have anything at all to do with the Cowboys, but thanks for exposing your inferiority complex.

  76. As a fan of the Cowboys since inception I still despise how Jerrah booted Tom Landry and I have yet to forgive him. Probably never will. His arrogant ego continued with the firing of Jimmy and still pisses me off. His stupidity of hiring coaches after that and Jerrah’s total ignorance and inexperience about football talent left me calling him something far worse than the GM title he gave himself. His .500 record at best since running Jimmie off speaks loudly as to the idiot Jerrah is. We all know Jason Garrett has become a better Coach as talented and experienced coaches like Marinelli and Linehan were hired. Garrett may be one of few who could work for Jerrah but is not head coach materal and should be fired along with the GM. The Cowboys have been a .500 team since Jimmie Johnson was fired. Without the necessary tools to complete a Super Bowl mission is all on Jerrah and his horrible dead CAP money burden, terrible judge of player talent, terrible trades, and terrible contracts. Jerrah’s time in the sun appears done and he could at least bring in a good GM to set the Cowboys on their next run at glory!

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