How Netflix could've had a fairy-tale ending to its Cowboys documentary

New York Times

4 days ago

Everything lined up perfectly for a fairy-tale ending. The crew was all there, ready to film Jerry Jones as the Dallas Cowboys finally made their first deep playoff run since the glory years of the 1990s.
Instead, the cameras captured Jones in his AT&T Stadium owner's suite as he watched every minute of what was arguably the worst loss in franchise history. That didn't stop production. Netflix continued on and the final product will be available on the subscription-based streaming service Aug. 19. It's called, 'America's Team: The Gambler and His Cowboys.'
Advertisement
Jones could've waited a few days to have the official premiere for the series at a theater in Dallas. The team, currently in Oxnard, Calif., for training camp, returns to Texas on Thursday. But the Hollywood premiere was too good to pass up. Jones and his family were in attendance at The Egyptian Theatre on Monday night for a debut of one of the episodes.
'I'm often asked the question,' Jones says in the eight-part series, 'why don't I hire a general manager. I've had people that say, 'Jerry, you subject yourself to so much criticism. You need a buffer.'
'I don't like it like that. I like the pain.'
Jerry Jones at the Hollywood premiere for his Netflix series 'America's Team' when asked about the lack of postseason success since the 1990s pic.twitter.com/rvMP3fxisC
— Jon Machota (@jonmachota) August 12, 2025
The pain is all over his face as the Cowboys, who were on a league-best 16-game home winning streak, turned in an embarrassing performance against the visiting Green Bay Packers in the 2023 wild-card round. Dallas trailed 27-0 late in the second quarter and were down 48-16 midway through the fourth before ultimately losing 48-32.
'Kiss my ass,' Jones says at one point during the game. He drops a simple F-bomb a little later. And then the perfect summary: 'Boy, what a disaster.'
'This loss hurt us in every way more than any one we've ever had,' Jones says.
The cameras even rolled as Jones consoled players in the postgame locker room.
'It's a disappointment,' Jones told Micah Parsons, 'but it wasn't because of you.'
The cameras were following Jones because the footage was supposed to go perfectly with the series that recaps Dallas' dominance early in Jones' time owning the franchise. They were around because this was finally the season when Jones put Jimmy Johnson in the Ring of Honor. In the end, the final product is a look back on the glory years that many Cowboys fans have grown tired of hearing about. A 29-year Super Bowl drought has a way of doing that, especially when the focal point of the documentary is the person most responsible for that drought.
Emmitt Smith when asked about Jerry Jones' role in the Cowboys' Super Bowl drought pic.twitter.com/e1CmR6AKSW
— Jon Machota (@jonmachota) August 12, 2025
The gold standard for these types of documentaries is 'The Last Dance.' The subject is Michael Jordan and the 1990s Chicago Bulls, who won six championships in an eight-year span. The difference in the two series is that Jordan rarely does interviews. It was fascinating to hear so much information that had never been revealed.
Advertisement
Jones talks all the time. Several of the other key subjects in 'America's Team' are Michael Irvin, Deion Sanders, Troy Aikman, Emmitt Smith, Jimmy Johnson and Barry Switzer. Most Cowboys fans have heard from all of them on the topics discussed because they are all media-friendly and several have prominent TV jobs.
But it's understandable why Netflix would be interested in the most valuable sports franchise that turns in outstanding TV numbers even with its lack of playoff success over the past three decades. The production of the series should be applauded. Cameras are with Jones as he's with his family for their traditional Thanksgiving gathering in Missouri. They have footage of Jones hunting, flying in his helicopter and visiting his father's grave.
Similar to 'The Last Dance', there are issues within the team that led to a breakup when the franchise is in the midst of winning championships. How many more rings could Jordan have won if Jerry Krause tried to keep the group together? How many more rings could Emmitt, Michael and Troy have won if Jones and Johnson could have put their egos aside? The two still can't agree on who deserves the credit for the Herschel Walker trade.
'It wasn't just Jerry,' Johnson says in the documentary. 'We both screwed it up.'
Jones is arguably the greatest businessman to ever be involved in sports. But every year that passes without a return to at least the NFC Championship Game, the more it becomes clear that Johnson deserves the larger part of the credit for the dynasty run.
Cowboys owner Jerry Jones at The Egyptian Theatre Hollywood for the premiere of the Netflix series 'America's Team':
'We have a very big following, both the ones that want to see us get our ass kicked and the ones that want to see us win.' pic.twitter.com/yZcAemS46e
— Jon Machota (@jonmachota) August 12, 2025
'You know, now that I think about it, I don't know what this has proven,' Jones says in the documentary. 'As a matter of fact, when I start trying to add up the pluses and the takeaways and what have you, maybe all it has exposed is a flawed Jerry.
'But what I can say, with absolute certainty, this has been one hell of a f—— ride.'
Advertisement
The storybook ending almost never happens in real life. Jordan could have stayed retired with the final image of his career being the game-winning shot in Utah. But even he had to come back and play for the Washington Wizards.
Putting Johnson in the Ring of Honor during the same season when Dallas finally adds a sixth Lombardi Trophy sounds like pure fiction. And it was. But production continued. Were they supposed to hold all of their footage until the Cowboys finally get back on top?
'They're not chasing the Philadelphia Eagles or whoever is the best team in the (NFC) East,' Sanders said in the documentary. 'That's not what they're chasing right now. They're chasing the former Cowboys. That's who they're chasing. And that's a beautiful thing.'
Spot the pattern. Connect the terms
Find the hidden link between sports terms
Play today's puzzle