Netflix announced plans for a new documentary on June 11, one exploring the one-time dominance of Jerry Jones and the Dallas Cowboys. That franchise won three Super Bowls in the 1990s but hasn’t been back to the NFC Championship Game since 1996.
While the show should make for a fascinating watch, the news was met with mixed feelings from longtime fans of “America’s Team.” They fear it might uncover more drama than nostalgia as they look back on past glory.
Dallas Cowboys Fans Angered by Documentary Details
The new Netflix documentary — titled: “America’s Team: The Gambler and His Cowboys” — is set to release on August 19, according to a press release. It was described as “the definitive story of the Dallas Cowboys and Jerry Jones’ impact on NFL history,” adding how Jones’ business moves “revolutionized global sports and resulted in three NFL titles.”
Intrigued? Sure.
The documentary was first advertised in December 2024 with a short trailer that featured Deion Sanders, Troy Aikman, Emmitt Smith, and Michael Irvin. The same four players are featured on the billboard for the documentary and will play a prominent role in telling the story of “America’s Team.”
The show will cover the rise of the Dallas Cowboys in the 1990s, when Jones built a perennial contender and won three Super Bowls in four seasons. Head coach Jimmy Johnson guided a star-studded roster with Aikman calling the shots at quarterback and Smith shattering rushing records at running back.
Having said that, things quickly soured when Jones made it clear he wanted more control over the team, particularly on personnel decisions. He was testing the waters on more of an owner/general manager role, and butted heads with Johnson on several occasions.
Eventually, Johnson’s stance on the whole debacle cost him his job. Jones replaced him with Oklahoma coach Barry Switzer, leading to the slow fall of the Cowboys’ dynasty. Ever since, the owner has been heavily involved in team operations, with the Cowboys being one of just two teams in the NFL that don’t have an appointed general manager.
Dallas hasn’t won an NFL Divisional Round playoff game since the 1995 season, and each head coach that has taken over the team in the last 30 years has crashed and burned short of an NFC Championship game.
A preview poster for the documentary read: “The Cowboys You Know. The Truth You Don’t.”
One fan replied to that statement, saying: “As a lifelong Cowboy fan and Dallas resident, I know the truth. The truth is, Jerry Jones’ massive ego has destroyed this team. They will never be successful again because of him. When he forced Jimmy out, it opened the Pandora’s box that is his massive ego.”
As a lifelong cowboy fan and Dallas resident, I know the truth. The truth is, Jerry Jones’ massive ego has destroyed this team. They will never be successful again because of him. When he forced JImmy out, it opened the Pandora’s box that is his massive ego
— boceephus the tiny nordic (@FlatFootThe1st) June 11, 2025
Others echoed a similar sentiment, adding that Jones’ refusal to hire real football people has ruined the organization. believing he can do a better job of running the organization himself. One fan wrote: “This is one of those ‘how not to’ videos.”
Cowboys Now Valued at $10.1 Billion
Jones bought the Cowboys in February of 1989 from H.R. ‘Bum’ Bright, for the total sum of $140 million, which would have been the equivalent of $300 million in 2023.
From a business perspective, he’s done a stellar job. His purchase was an NFL franchise record at the time, but Jones and company have since turned the team into “America’s Team,” thanks to savvy marketing and iconic branding. The Cowboys are now valued at $10.1 billion, according to Forbes.