With five Super Bowl titles the Dallas Cowboys are tied with the San Francisco 49ers for second most in the NFL history behind the Pittsburgh Steelers who lead the way with six rings.
But the Cowboys have not won a title since 1995, the last of their three rings of the 1990s. More disappointingly, they have just won just two playoff games since 1997, which includes a mediocre 152-152 mark in regular season.
A generation of fans have grown up knowing nothing of the team’s championship pedigree. They know of the off the field marketing of the Cowboys biggest stars and logos but all they grown up with is disappointment and heart ache on the field.
It’s an issue that admittedly worries vice president Stephen Jones.
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"Of course. I mean, I’m worried every day that we don’t get a championship," Jones said. "You worry about that all the time. That’s why we’re very aggressive in trying to get there. It’s just not acceptable in our minds that we haven’t been able to win a championship in so long. I do worry about that. I worry about that all the time. I worry about that with older fans, that they finally say, ‘We’re done.’ That’s why we try to do everything we can to show respect to our fans, to do things that I think are good things that our fans think are good things for our team. But at the end of the day, it’s all about the game and it’s all about winning a championship, and we got to get that done."
The Cowboys have done a good job doing right by the fans by building the best show palace in world in AT&T Stadium in Arlington.
They are now added another crown jewel in a state of the art practice facility and retail complex with the Ford Center at the Star in Frisco.
The new grandiose facility will open in 2017 and the Cowboys would love to have a championship season to coincide with its debut as well as erase the recent misery. The Cowboys went 4-12 in 2015, marking the fifth non-winning season since 2010. They went 6-10 in 2010, then 8-8 in 2011, 2012 and 2013. The lone bright spot was a 12-4 mark in 2014.
"Of course that is a sore spot for us," Jones said. "We certainly don’t take it lightly. We haven’t done the job we need to do with the team on the field. It starts right here. I will be the first to raise my hand and take responsibility for it. Our other businesses around the team have obviously been successful. To this point we haven’t gotten it done on the field for too many years. I know we won three right off the bat with the Triplets. But it is certainly a point of contention for us. We have to get this team back. And we will be relentless in that effort to get the product back to what our fans deserve. They deserve a winner. We will keep working at it."