NFL Exec Says Jerry Jones' Cowboys 'More Serious About' Their Brand Than Winning

One NFL executive questioned the priorities of the Dallas Cowboys' ownership and whether their ambitions match that of the fanbase.

"They are a well-run team, but what they want to do and what their fans want them to do are two different things right now," the executive said to The Athletic's Mike Sando. "They are more serious about staying relevant and keeping that brand up high than they are about winning."

This isn't a novel argument anymore with the Cowboys' Super Bowl drought approaching three decades.

Team owner Jerry Jones has signed off on massive extensions for homegrown stars such as quarterback Dak Prescott and wide receiver CeeDee Lamb. Spending on outside free agents, on the other hand, is a category in which Dallas is often near the bottom each offseason.

Allowing Mike McCarthy's contract to expire and promoting Brian Schottenheimer to head coach also reflected the broad perception there isn't any overriding plan in North Texas. The franchise was reportedly surprised when McCarthy simply walked away.

Back in October, ESPN's Kalyn Kahler used the fan tours of AT&T Stadium and The Star, the Cowboys' team facility, as an example of how Jones focuses on building the organization's brand at a potential cost to the team. The fans are afforded access that many would consider intrusive to Dallas players.

"We want to have our own space where we can talk, but it's either media or fans all day," a former player said to Kahler. "You never get a break. It'd be one thing if they did the tours like one day a week, but it's every day."

You can't draw a straight line between that and Dallas' continued failure to win a Super Bowl, but it strengthens the general impression about Jones.

In terms of his business acumen, it's hard to question his approach. The Cowboys continue to be one of the most valuable sports teams in the world.

The results on the field are a far different story.