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Among all the honors the NFL has among different sports leagues, having the team with the best valuation is a great one. Guess which franchise that is? It’s the Dallas Cowboys, owned by Jerry Jones. For 9 years in a row, America’s Team has been the most valued sports franchise in the world, and also the first valued above $10 billion. When he bought the franchise in 1989, they had a star-studded lineup featuring Troy Aikman and Michael Irvin. They went on to win 3 Super Bowls too, in ’92, ’93, and ’95. But since then, for the last 3 decades, the trophies have dried up. The Cowboys haven’t even made an NFC Championship appearance. Yet fans believe in their comeback.

On the 31st of January, NFL legend Irvin shared an Instagram story with his fans, showing helmets, jerseys, and cleats to be signed for the fans. But he got emotional when he saw the championship belts and said, “Championship Belts. Been so long since we could say we had the championship belt, that I just stopped right here in my tracks.” He followed it up with a reality check to Jerry Jones’ locker room.

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Despite changing 6 head coaches, they haven’t gotten even a sniff of the Championship. Dak Prescott is at the helm of affairs since 2016, but in vain. Michael Irvin was frustrated that his team hadn’t been able to recreate his glory days. “I understand these are in my area, or Troy’s area. But all of them coming n—–, they better not touch these with their signature, if they’re coming. You got to earn it first,” he said firmly. Those are some fighting words right there.

For him and Dallas, this year also ended in disappointment. With a 7-10 record, the Cowboys even failed to qualify for the playoffs. While Dak Prescott’s hamstring injury in week 9 against the Falcons forced them to play with backup QB Cooper Rush, they lost 5 of the 8 games that Prescott started.

Once their season ended, Mike McCarthy parted ways with the franchise. It was a surprise for everyone. But the owner was unfazed.

Jerry Jones in total rebuild mode

Known for his shrewdness, the Cowboys owner refrains from paying big money to the coaches. He showed it by promoting OC Brian Schottenheimer as the new head coach. Now, both of them are changing the dynamics.

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The HC wants to bring the best out of their O-line. NFL insider Adam Schefter reported that he was bringing in Cardinals offensive line coach Klayton Adams as their offensive coordinator. He will be paired up with the former Bears HC Matt Eberflus who also joined as an offensive coordinator.

Considering Prescott likes the new head coach, it will help the franchise sharpen their attack. But the task is half done. As the free agency opens at 4 p.m. ET on March 12, Jerry Jones will be looking to cherry-pick some more new additions for his squad. That would also be a critical phase. For now, he’s all about assembling the right staff.

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The fanbase loves them. But they also need some deep playoff runs and, ambitiously, Super Bowls to assert their dominance in the league. Otherwise, they risk losing that very tag that has defined them for decades. A new America’s Team is emerging.

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