The Dallas Cowboys haven’t won a Super Bowl in nearly two decades. They haven’t been to the playoffs since 2009. They finished this season with an 8-8 record and a gut-wrenching loss to the Washington Redskins that ended their hopes for a playoff berth.
Despite their lackluster performance in recent years, the Cowboys still have a swagger that delights their fans and enrages their many detractors. “America’s Team,” as the Cowboys have dubbed themselves, plays in a $1 billion stadium that includes displays of high-end art alongside the team’s five Lombardi trophies. The stadium and its gigantic high-definition screen (the fourth largest in the world) is a reminder that, win or lose, the Cowboys always seem to be in the spotlight.
In his 800-page book, “The Dallas Cowboys: The Outrageous History of the Biggest, Loudest, Most Hated, Best Loved Football Team in America,” former Texas Monthly journalist Joe Nick Patoski explains how the team cultivated its larger-than-life persona over the last four decades. He argues that the Cowboys’ brash attitude is part of the Lone Star State’s own unique football culture, where high school and college football often approach the status of religion. In fact, when Clint Murchison Jr., the son of an oil baron, invested $600,000 to launch the Cowboys in 1960, he had to rely on a healthy dose of spectacle to convince fans who passionately followed high school and college play on Friday and Saturday to also cheer for professional football on Sunday.
While Murchison used marketing to build a fan base, by the 1970s, the team was drawing crowds with its winning ways. Head coach Tom Landry, always wearing his trademark fedora, led Dallas to five Super Bowl appearances, winning in 1971 and again in 1977.
Much of Patoski’s best material comes from this era, including his descriptions of quarterback Roger Staubach, who asked for a station wagon instead of a sports car after being named M.V.P. of Super Bowl VI, and running back Duane Thomas, who refused to speak for an entire season as part of a contract dispute.
Patoski also dedicates a great deal of ink to the Cowboys’ current owner Jerry Jones, whose over-the-top sense of style personifies today’s team. The author portrays Jones as a passionate, hands-on owner who signed some of the league’s biggest contracts and built one of the its most ambitious stadiums.
In his own way, even though the Cowboys are no longer winning, Jones has helped solidify the brand established by Landry and Staubach back in the 1970s. Dallas remains big and bold, and whether you love ‘em or hate ‘em, they are still America’s team.
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