As the Dallas Cowboys weigh their options with George Pickens, the franchise tag feels like the simplest solution. It buys time. It avoids a long-term commitment. It keeps a Pro Bowl wide receiver in the building for at least one more season. But one ESPN analyst believes that approach carries real risk.
One ESPN Analyst Warns the Franchise Tag Could Create Tension with George Pickens
During a discussion on ESPN’s “First Take,” Kimberley A. Martin explained that the expectation around the league is that Dallas will use the franchise tag on Pickens. At a projected $27–28 million for wide receivers, the tag would allow the Cowboys to retain him without negotiating a long-term extension this offseason.
Martin acknowledged the business logic. Dallas is already paying quarterback Dak Prescott and receiver CeeDee Lamb at premium levels. The tag offers flexibility and avoids immediately stacking another massive contract onto the cap.
However, she highlighted that from the player’s perspective, that number may not reflect Pickens’ value.
“If I’m George Pickens, I don’t want that [franchise tag]. I don’t deserve that. I deserve a lot more than 27-28 [million].”@ByKimberleyA on if franchise tagging George Pickens is the best move for the Cowboys 🏈 pic.twitter.com/tW8PBi3HQU
— First Take (@FirstTake) February 18, 2026
“But if I’m George Pickens, I don’t want that,” Martin said. “I don’t deserve that. I deserve a lot more than $27, $28 because of the production that I’ve put out on the field.”
That frustration is not hypothetical. Pickens ranked as PFSN’s No. 1 pending free agent this offseason. He finished third in the NFL with 1,429 receiving yards in 2025, added 93 receptions and 9 touchdowns, and earned second-team All-Pro honors. Based on PFSN’s WR Impact Metric, he posted an 88.4 score, third-best in the league.
In other words, he produced like a top-tier receiver. The tag would pay him well, but not necessarily in line with his ceiling or long-term market trajectory. If Pickens views the tag as undervaluing him, the relationship between player and franchise could become strained. That tension alone is a potential backfire.
What Happens to the Offense Without George Pickens?
Martin’s second concern goes beyond contract optics. It cuts to the identity of the Cowboys’ offense.
Last season, the trio of Prescott, Lamb, and Pickens powered an explosive passing attack. The Cowboys finished 7-9-1, ranking sixth in PFSN’s OFFi. Pickens’ presence forced defenses to respect both sides of the field. He stretched coverage vertically, won contested catches, and prevented opponents from dedicating extra attention exclusively to Lamb.
Martin questioned what would happen if Dallas ultimately moved on.
“If you move on from Pickens, even if you tag him, trade him, whatever, if you only have him for this year, move on from him, what are you doing to your offense?” she said. “It’s worked with CeeDee, Dak, and George Pickens. Last year, we saw that offense be explosive. Now you take that piece away. What are you going to expect more from Dak with one less option?”
That is the core of the warning. Tagging Pickens could backfire in two ways. It could alienate a player who believes his production merits a more substantial commitment. And if the situation leads to a trade or short-term exit, Dallas risks dismantling the very structure that made its offense dynamic.
