Another year, another Forbes list reminding us the Cowboys are worth $12.8 billion. Congrats, Jerry — you’re still the king of the balance sheet. But fans don’t hang banners for revenue streams. The Dallas Cowboys have built an empire, towering as the most valuable sports franchise on the planet. Yet, despite all the glory and business success, the franchise hasn’t sniffed a Super Bowl win in 29 years – a “drought” that would make any owner defensive. But Jerry Jones isn’t one to back down.

JJ has been the team’s architect since 1989, reshaping not just the Cowboys but the entire NFL business landscape. His hands-on control, firing legendary coach Tom Landry to be replaced by Jimmy Johnson and spearheading massive marketing deals, defines this relentless quest for greatness. But the team has been struck with a stark reality.

When asked how the Cowboys maintain their towering appeal despite falling short of championships, Jones delivered a message simple yet packed with raw grit: “I bust my a–.” Four words that pack the defiant punch of a man refusing to back down. He insists that his tireless work behind the scenes and in training camp fuels the franchise’s ongoing relevance.

“Exact same hard work that is going on in the football. I work my a– off. And that hasn’t slowed down,” Jones said in his Oxnard training camp office, making it clear that controversy and criticism won’t wear him down. Rather, it fuels him. “I do believe, if we’re not being looked at, I’ll do my part to get us looked at…That controversy is good stuff,” JJ said at the Netflix premiere of America’s Team: The Gambler and His Cowboys.

This same attitude shines through the recently released Netflix docuseries, which exposes the inner workings and drama surrounding Jones and the franchise. It offers candid perspectives from legends like Michael Irvin, Troy Aikman, and Charles Haley – yet it often feels like a polished, PR-crafted production. The cheesy Western-themed backdrops and slick effects don’t exactly scream raw authenticity. For all the detailed revelations from players – Irvin spilling tales of a “White House” near the team’s base, where wild rendezvous went down.

The final episode, titled “The Drought,” confronts the team’s 29-year Super Bowl dry spell head-on. Jones admits, “What’s the common denominator? Jones. I get it.” He defends the long stretch with pointed comparisons. “How long has it been since Buffalo won the Super Bowl?” he asked, referring to a Bills team that’s been AFC East dominant but still without a title. The Cowboys, meanwhile, have posted a respectable few NFC East titles and 12-5 seasons recently, though they fell to a 7-10 injury-plagued finish in 2024.

Still, Jones isn’t ready to change his blueprint. “I just can’t get as convicted that the way we’re doing it – that needs to change,” he said. Being the NFL’s biggest attraction means the spotlight – and the criticism – will never dim. Jones sums it up bluntly: “The a– kicking that comes with this doesn’t deter me at all.” That relentless grit drives both the Cowboys’ brand and their owner’s stubborn persistence. But when it comes to Micah Parsons, that grit turns into a major roadblock for interested teams.

Micah Parsons’ trade blocked by Jerry Jones’ grudge

Now, the Packers eyeing Parsons may find the path blocked – not by money or need, but by JJ’s long-held grudge. Green Bay has the cap space and championship hunger to land the two-time All-Pro pass rusher, but the 2023 playoff loss to the Packers still cuts deep for Jones.

The Cowboys were thrashed 48-16 in the Wild Card round, a defeat Jones said in the docuseries, “This loss hurt us, in every way, more than any one we’ve ever had,” while watching footage on the Netflix show. Known for holding grudges (he took nearly three decades to reconcile with ex-coach Jimmy Johnson), Jones’s bitterness could derail any deal that strengthens the team that just humiliated his Cowboys.

Instead of letting Parsons bolster Green Bay, JJ may prefer shipping his star to a less threatening team to keep Parsons as far away as possible. If the Packers want Parsons, they may have to pay a premium, fueled by Jones’ playoff sore spot.

Despite the tension, Cowboys head coach Brian Schottenheimer recently expressed confidence that Parsons will be ready for Week 1 against the Eagles. “I feel good about that. Yeah,” Schottenheimer said when asked if Parsons will play, with or without a contract extension. That optimism suggests some progress behind the scenes, but the drama around Parsons’ status and contract remains the biggest question mark hanging over the Cowboys and potentially the Packers.