By Solé Scott
Editor-In-Chief
When Jerry Jones purchased the Dallas Cowboys from Harvey Roberts “Bum” Bright in 1989 for $140 million, I do not think he could have imagined the 90s glory days drying up for almost 30 years.
Now, it seems that the only lucrative money-maker for the Cowboys is their iconic cheerleaders.
Since 1972, America’s Sweethearts have been a staple in American football. Arguably, they are the reason why the Dallas Cowboys are relevant nowadays.
The original Dallas Cowboys Cheerleaders that pioneered the dynasty.
Their classic white boots, tiny, white-belted shorts, blue tied shirt that falls right below the breasts, blue-and-white mid riff jacket and pom-poms are the real money makers for Dallas Cowboys.
The male gaze is keeping the franchise afloat, which should not be the case. The cheerleaders should be Robin while the football players are Batman.
Do not get me wrong, the Dallas Cowboys are the richest NFL team due to Jerry Jones and his resilient rampage of rebranding, yet the team does not see the same success in season.
However, I cannot help but feel sorry for these women because they get paid $75,000 yearly even though they are the main attraction.
On top of that, their merchandise has been selling like hot cakes for decades. They even had a show called “The Dallas Cowboy Cheerleaders: Making the Team” that premiered from 2006-2021.
In the summer of 2024, Netflix released a docuseries on the Dallas Cowboys Cheerleaders: “America’s Sweethearts: Dallas Cowboys Cheerleaders.” The series followed the 2023-24 season team.
At this point, the ladies should be pocketing million-dollar contracts instead of the men. Of course, that will not happen because of Charlotte Jones.
Charlotte Jones is the executive vice president and chief brand officer. She is no better than her father, exploiting these young women every season.
Jones is the classy female version of Hugh Hefner in my eyes, as she is at least more involved with the cheerleaders.
We as a society and the media have only been interested in Dallas Cowboys cheerleaders for the past two decades, as the football team vanished nearly into obscurity.
I may be overexaggerating, but I honestly feel this way. I still cannot fathom the steep decline that happened with America’s Team.
This franchise is in the hole, and Jerry Jones is to blame for it.
Charlotte Jones (Left) and Jerry Jones (Right).
It does not help that he is the owner, president and general manager. This may have worked last century, but now Jerry needs to relinquish the president and general manager titles to other people who are fit to do so.
The formula was perfect after Jones bought the team, winning three Superbowls in 1993, 94 and 96, yet the fire that sparked is puttering out.
The team needs another Michael Irvin, Troy Aikman and Emmitt Smith to bring them back to the glory days.
Look at what happened to Tony Romo in the 2000s. He set high expectations for himself without the results to back them up.
Dak Prescott is a phenomenal quarterback that needs more players on his team to lock in.
This statement held true when he was caught on TV trashing the team while he stood on the side lines facing the Atlanta Falcons.
“We f*****g suck,” Prescott said.
Unfortunately, he was not lying because the team lost to the Falcons 27-21. Prescott, who signed a $240 million contract in September, has every right to express his disdain for the team.
This slip-up may have cost him, as he was out the majority of the game due to a hamstring injury that will sit him out for weeks or more.
They still have the glitzy stadium, yet the team’s performance often felt like a mismatch for the grand spectacle surrounding them. The defense often folded under pressure, the offense stalled when it mattered most, and the roster, while filled with talent, seemed unable to gel.
“I really regret this for all of our Dallas Cowboy fans,” Jones said after the third straight loss. “That room is full of guys that can get it done. I believe in ’em.”
Maybe if Jones were not so hell-bent on being front and center of the team, he would produce better seasons.
We will see if they make a positive turn around this season, but I would not hold my breath, and neither should you.
The massive media contracts that once defined the Cowboys’ are now declining, and the absence of real success when it mattered is the reason.
