The Dichotomy of Jerry Jones

Published: Apr 11, 2014 11:57am EDT
By shaunmerritt, Entertainment/Sports Writer for Konsume Sports

Please Note: This article was updated Apr 11, 2014 @ 12:33pm EDT


“As you know, the Cowboys have not gone to the playoffs in several years. We have not gone, yet we’re the most popular TV show there is on television. We lead all teams in TV ratings. We lead, 24 of the last top 25 shows were NFL games, and any time your Cowboys play they’re up there at the top and leading. Now, what causes that? What causes that is creating some aura, creating some excitement," Jerry was quoted as saying. 

Ladies and gentlemen, if you had any doubts why the Cowboys have not been able to finish better than 8-8 the last three years you now have your answer. If anything has become clear these last few years, it's that Jerry Jones is not concerned with winning. It's not about the product on the field anymore, it's about how well the product sells.

Many will claim that Jerry Jones is great for the Cowboys. The team won three Suberbowls in a span of four years and made the playoffs twelve out of the twenty five years he has owned the team. However, a lot of that success can be linked to many other things besides Jerry Jones. While I am not going to play the "It was more Jimmy Johnson than Jerry Jones" card, it's not hard to see that this team has been in a steady downfall since winning Suberbowl XXX.

Why has a team with such a storied past, filled with moments that will echo through NFL history, become nothing more than a footnote among the NFL elite? The answer is simple; Jerry Jones.

What really makes fans like myself question his dedication to the team is what he says. For example, after they lost 48-51 to he Denver Broncos this past season, Jerry Jones said, "This is a moral victory. It's not a loser talking here. We can build off this. I feel as good as you could possibly feel at 2-3. We are going to win enough games to get where we want to be." The Cowboys finished 8-8 again, losing the chance to make the playoffs in the final game... again. They didn't improve on last year or the year before, but at least they didn't get worse - right?

People have called for Jason Garrett's firing, myself included, but Jones is having none of it. He does not want to cut his prized prodigy. He recently said about Jason..."We've got a lot of experience together. It's no secret that we probably are shoulder to shoulder on the success we'd like for this team to have with him as head coach and what it would do for our fans' future, our future. He's more capable today than he was when he took over as head coach. If that arrow is going up, it just makes sense to have our future with Jason.'' 

Three straight 8-8 seasons and no playoffs in four years has the arrow pointing up? Really? I don't see it, but maybe Jones is thinking from a business perspective. Despite the teams failures, its value has gone from $402 million dollars to $539 million since Jason was made head coach, so he must be helping the brand right? Wrong. According to Forbes, the reason why the Cowboys do so well in terms of revenue is simple... milking the fans. Want to park your car in the team-owned lots? That costs $75, highest in the NFL. Want to buy a program? $10, highest in the NFL. Want a beer? $8.50, third-highest in the NFL. 

But what about the brand, is it really as good as Jerry Jones claims? Not so fast. The top 12 selling NFL jerseys does not include a Dallas Cowboy. The Cowboys have not lead the league in merchandise sales since 2009. Despite all that, the Cowboys still must be a nationwide draw right as Jones claims right? Not as much as Jerry Jones thinks.

According to's 25 most watched sporting events of 2013... only one Cowboy game ranked in the top 10, the Thanksgiving game against the Raiders. The Cowboys did have five games in the top twenty five games, speaking to Jones' point, but that isn't close to being the best. The Ravens, 49ers, and Broncos all had more of their games on that list than the Cowboys. Taking a small step back, the Cowboys tied with the Patriots and edged out the Ravens by one game, putting then among the top 5, not "leading" like Jerry Jones stated before. 

Despite all of this, why is Jerry Jones so convinced that the Cowboys are still among the NFL elite and just a smidgen away from winning it all? Is the arrow really pointing up and we just don't see it?  He tells us time and time again how great the team is and how fans should expect more, but all we get is more and more of the same. Like I stated in my Ryan Braun column, "Lesson Not Learned,", maybe it's not Jerry Jones that is the problem, maybe it's the fans. 

Despite the mediocre product, we still flock to the stadium, buying a $10 program and multiple $8.50 beers. We hold tightly to the days of Staubach and Aikman, dreaming of the glory of generations past, but what we don't realize is that we are just feeding Jerry Jones' pockets and adding to the problem. We blame Jerry for ruining the Cowboys and demand he hire a GM, but would that honestly fix anything? Does anyone actually think that if Jerry was only the owner, he wouldn't still poke his head into the day-to-day operations of the team? As long as Jerry Jones owns this team, he is not going to change. 

The dichotomy of Jerry Jones is that he doesn't seem to care about the product on the field as much as the filling in the stands. As long as people come to watch and talk about the team, he sees it as being successful. The Cowboys have turned into the sports equivalent of Sharknado. Entertainment so bad that everyone can't help but watch. Unfortunately, the Dallas Cowboys 2014 season looks as about as promising as Sharknado 2. 


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