Dallas Cowboys: The Rise of America's Team and the Influence of Tex Schramm
The story of the Dallas Cowboys is not just a chronicle of athletic achievement, but a study in strategic management and league politics. From its inception in 1960, the franchise was shaped by a vision of excellence and a relentless drive for prominence, eventually earning the iconic nickname "America's Team."
The Foundation of a Franchise
The Cowboys came into existence in late 1959 when the National Football League (NFL) decided to expand into Dallas. Tex Schramm, an ambitious football executive, expressed his interest in running the team. Through an introduction by Chicago Bears owner George Halas, Schramm connected with Clint Murchison Jr., a businessman who had previously attempted to bring the NFL to Dallas. Murchison hired Schramm as the general manager, and the league officially awarded the franchise to the city on January 28, 1960.
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Building an Elite Roster
To establish the team on the field, Schramm recruited head coach Tom Landry and chief scout Gil Brandt in 1960. This trio formed the architectural core of the organization. By the mid-1960s, their combined efforts had transformed the Cowboys into an elite powerhouse. Despite suffering two consecutive losses to the Green Bay Packers in the NFL Championship Games of 1966 and 1967, the team embarked on a remarkable streak of 20 consecutive winning seasons.
The Golden Era of the 1970s
The 1970s marked the pinnacle of the Cowboys' early success. During this decade, they won more games than any other NFL team and appeared in five Super Bowls. While they fell short in Super Bowls V, X, and XIII—losing by a combined total of only 11 points—they secured championships in Super Bowls VI and XII.
Beyond the field, Schramm played a pivotal role in the structural evolution of professional football. In 1966, he held secret meetings with Lamar Hunt, the founder of the American Football League (AFL). These negotiations paved the way for the first Super Bowl in 1967 and the eventual merger of the NFL and AFL in 1970.
It was also in 1966 that the Cowboys accepted an NFL offer to play on Thanksgiving. This decision established a tradition that the franchise has maintained every year since.
The Power and Controversy of Tex Schramm
Tex Schramm was widely regarded as the most powerful general manager in the NFL. Owners Clint Murchison (1960–1984) and Bum Bright (1984–1988) delegated nearly all day-to-day operations to him. Uniquely, Schramm represented the Cowboys at league meetings and exercised the team's voting rights, a privilege typically reserved exclusively for team owners.
The 1987 NFLPA Strike
Schramm's tenure was not without conflict. During the 1987 NFLPA (NFL Players Association) strike, where players sought better deals and free agency rights, Schramm emerged as a hardliner. He helped organize the hiring of replacement players, earning him the nickname "the commissioner of replacement football." He famously dismissed the players' leverage, telling NFLPA executive director Gene Upshaw, "Gene, here’s what you have to understand: we're the ranchers and you're the cattle, and we can always get more cattle."
Schramm used aggressive tactics to convince Cowboys players to cross the picket line, threatening to revoke millions of dollars in annuity payments via contract clauses. Even star running back Tony Dorsett felt financially coerced into returning. While 21 Cowboys players broke the strike—a higher rate than most other teams—and the team went 2-1 during those games, the long-term cost was severe. The team struggled significantly afterward, posting an 8–35 record over the next two and a half seasons before recovering under new ownership.
Key Facts
- Founded: Franchise awarded January 28, 1960.
- Key Architects: Tex Schramm (GM), Tom Landry (Coach), and Gil Brandt (Scout).
- 1970s Dominance: Most wins of any NFL team in the 1970s; 20 consecutive winning seasons.
- Championships: Won Super Bowls VI and XII.
- Traditions: Have played every Thanksgiving since 1966.
- League Impact: Schramm helped negotiate the 1970 NFL-AFL merger.
| Category | Details |
|---|---|
| Founding Owner | Clint Murchison Jr. |
| Key Executive | Tex Schramm |
| Super Bowl Wins | VI, XII |
| Super Bowl Losses | V, X, XIII |
| Notable Tradition | Annual Thanksgiving Game |
Frequently Asked Questions
Who gave the Dallas Cowboys the nickname "America's Team"?
The nickname was inspired by the team's immense popularity and marquee status as a premier NFL franchise.
What role did Tex Schramm play in the NFL-AFL merger?
Schramm met secretly with AFL founder Lamar Hunt in 1966 to begin the negotiations that led to the 1970 merger and the creation of the first Super Bowl in 1967.
How did the Cowboys perform during the 1987 strike?
The Cowboys went 2-1 during the three strike-affected games, as a high number of regular players (21) broke the strike to play alongside replacement players.
Why did Tony Dorsett return to play during the 1987 strike?
Dorsett felt financially forced to rejoin the team due to Tex Schramm's threats to revoke millions of dollars in annuity payments using contract clauses.
Which owners delegated their authority to Tex Schramm?
Clint Murchison (1960–1984) and Bum Bright (1984–1988) gave Schramm control over day-to-day operations and the team's voting rights at league meetings.