Recently, the Dallas Cowboys were named number one on Forbes Magazine’s 50 Most Valuable Sports Teams in the World list with an estimated worth of four billion dollars. Owner Jerry Jones is greatly responsible for his franchise’s prosperity and notoriety. His story is one that falls into the category many refer to as “the American Dream.” In fact, he could write another book and call it, “The American Dream Who Runs America’s Team.” Book sales would probably be through the roof. How could anyone hate this man?
Why People Hate Jerry Jones
Jerry Jones is a self-made man who was raised in Arkansas. He played football at the University of Arkansas when they won a national championship in 1964 while under the tutelage of some of the most successful football coaches in the history of the game, including Frank Broyles, Hayden Frye, and Barry Switzer. Other notable teammates who played with Jones and then went on to become amazing football coaches were Jimmy Johnson and Ken Hatfield. Jones earned his degree as a Razorback, and went on to become one of America’s star entrepreneurs.
Initial Impressions and Tom Landry
One obvious reason that Jones experiences an enormous amount of hate is the way he handled former Cowboys head coach, Tom Landry. When Jones purchased the team in 1989, Landry had been with the team since the organization’s inception. He was like a piece of antique furniture at Valley Ranch. Landry embodied everything that it meant to be a Dallas Cowboy during his tenure in Dallas. It was clear that Jones did not want Landry to lead the Cowboys any longer. In fact, he fired him almost immediately after taking over the team and replaced him with his old college teammate, Jimmy Johnson.
Cowboys fans were disgusted with this decision and the manner in which Landry’s termination was handled. Nobody wanted to see the iconic coach swept out of his office by an unknown businessman. Unfortunately for the fans, it was Jones’ team and he was going to run it his way.
Coach Landry had been the only coach in team history. He wasn’t going to leave voluntarily. Landry had to be asked to leave and the new owner of the team made a decision that he felt was in the best interest of the franchise. As it turned out, it wasn’t a bad decision.
Success and Falling Out with Jimmy Johnson
Through wheeling and dealing in the draft, free agency, and the waiver wire, the duo of Jones and Johnson elevated the team back to the top in an unprecedented amount of time. In just three seasons, they were hoisting the franchise’s third Vince Lombardi Trophy. They won another to close out the fourth season, tying them with the old regime at two championships a piece.
Another controversial decision that Jones made was commenting, supposedly while under the influence of alcohol, about how there were many coaches who could have won a Super Bowl with the roster he had put together. This incident occurred a few months after he and Johnson had won their second title. The coach may have gotten wind of this comment made by the owner, which might have been part of the reason Johnson left town shortly after the news had broken.
The Switzer Era
In lieu of the aforementioned incidents, Jones wasn’t to be stopped. He simply picked up the phone and called one of his old Arkansas coaches. Coach Barry Switzer had been fairly dominant at the collegiate level as an assistant and head coach at the University of Oklahoma. He won three national championships and had established himself as a top-notch recruiter of talent.
Switzer gladly accepted the opportunity to coach the Cowboys. In just his second year as Johnson’s replacement, he and Jones were hoisting the team’s fifth Lombardi trophy, surpassing the old regime total.
Starting with Switzer, it is a widespread notion that Jones handcuffs his coaches, never allowing them to make key decisions without his input. They have even gone so far as calling him “The Puppet Master,” as if the coaches he has brought in have been nothing more than puppets he can and has manipulated for more than two decades. Jones may have made a few poor decisions regarding personnel, as well.
Free Agency and Being the Cowboys General Manager
When free agency came around, the dynamics of the game changed quite a bit. Teams weren’t really being built through the draft like they had been in the past. Perhaps Jones took a few flyers on some athletes that washed out quickly or had off-the-field issues; however, who could blame him for trying to keep his team relevant and competitive. The Cowboys had fallen from grace and needed a serious renovation.
With considerable issues in the secondary, Jones signed free agent cornerback Bryant Westbrook prior to the start of the 2002 season to a one-year, one million dollar contract. Westbrook played in one game. He started against the Houston Texans on opening day and got torched from the start. The Cowboys released him a week later.
Jones signed Mike Vanderjagt to a three-year, $4.5 million deal and gave the player a $2.5 million signing bonus in 2006. Vanderjagt never panned out despite being one of the most prolific place-kickers in NFL history. He was released after 11 games. Jones also signed the highly-volatile receiver Terrell Owens the same year. Owens was productive on the field but a divisively negative force in the locker room. Ultimately, the receiver out-warmed his welcome and Jones reluctantly sent him packing.
Branding his Franchise
Jones has admitted to making mistakes. He seems to own them, dust his shoulders off, and get back in the game. His intestinal fortitude could be the reason his team is still in the spotlight despite not sniffing a Super Bowl for over twenty years. Back in 1993, he single-handedly ushered in a new mindset for all NFL owners where branding is concerned. In 1982, NFL owners voted to create the NFL Trust which limited the use of team trademarks for commercial purposes.
When Jones bought the team, Texas Stadium was also a part of the package. This made his situation different from many of the other owners who had agreed to become part of the trust. As both the owner of the team and the stadium, he was able to enter into multi-million dollar agreements with American Express, Pepsi and Nike through the Texas Stadium Corporation, allowing him to capitalize on the team’s famous moniker, “America’s Team.” The league didn’t like this move very much and filed a lawsuit against him.
Legal Manuevers
Jones didn’t bat an eye. Instead, he filed a counter-claim against the league; forcing them to settle and establishing his organization as one of the richest in the world. Jones and his team eventually established a merchandising arm that has taken several risks that are currently paying off, including delving into women’s apparel. Other sports teams like the Miami Heat have adopted the Cowboys’ merchandising model with excellent results.
Charitable Endeavors
Jones has also been very charitable throughout his tenure. He and his wife Gene established the Gene and Jerry Jones foundation, accepting donations from non-profit organizations who hold auctions and raffle fundraisers. Some of his detractors may find it deplorable that the foundation does not donate game tickets, experiences at Cowboys Stadium, or memorabilia. Demand is probably extremely high for those kinds of things. The Dallas Cowboys are a business, first. Jones has made no bones about this fact.
Others claim to hate him because he’s just a businessman and doesn’t know a thing about football. He doesn’t know a thing about football? Well, he has only been around the game his entire life, both as a player and now as an owner. Other than the X’s and O’s, there’s probably not much about the game the man doesn’t know.
Controversial Signings
Sure, he can be blamed for trying to help down-trodden players get their groove back. He’s signed the likes of longtime trouble-making defensive back Adam “Pacman” Jones and alleged criminal, Greg Hardy. Jones is still playing at a high level while Hardy is on the street trying to find a new home.
The Draft
Jones’ haters were prepared to pounce on him when he considered drafting Johnny Manziel as the heir to often injured but talented quarterback Tony Romo. Vice-president and son, Stephen Jones, discouraged him from doing so. War Room cameras revealed what is thought to have been a heated discussion between Cowboys’ brass when their 2014 pick came around.
Reluctantly, Jones allowed himself to be prevented from making the selection, saving face with his critics. Manziel may have fit into the culture of Dallas much better than he did in Cleveland, but there’s no telling how quickly the nightlife would have consumed him. Needless to say, Jones has made a few questionable decisions during his reign as the all-mighty in Valley Ranch.
He has run some great coaches out of town. He has brought some big name players to town. He’s turned poor kids into millionaires overnight. He’s wined and dined some of the world’s most influential people. Whatever he’s doing, it’s working and has been since he strolled into Irving, Texas. If anyone wants to hate him for the trivial list of shortcomings, they should surely praise him for the long list of achievements he has made for his team and for the NFL.
