The Legacy of "America's Team": The Dallas Cowboys in the 1970s
The 1970s were a transformative decade for the Dallas Cowboys, a period during which they earned the enduring moniker "America's Team." This title, bestowed upon them by NFL Films in 1979, symbolized the Cowboys' widespread appeal and success on the field. As the Cowboys dominated the gridiron, they not only amassed a significant following but also cultivated rivalries that would shape their legacy.
During this era, the Cowboys were a formidable force in the NFL, winning two Super Bowls and narrowly losing three others by a combined total of just 11 points. The opposition in two of those defeats was none other than the Pittsburgh Steelers, a team celebrated as the 'Team of the Decade.' The intense rivalry between the Cowboys and the Steelers highlighted some of the most iconic games of the 1970s.
One of the most memorable encounters between these two teams occurred in Super Bowl X. The Steelers secured a victory with a score of 21-17, thanks to a remarkable fourth quarter in which they scored four consecutive times. Lynn Swann's 64-yard touchdown catch was one of the standout moments, but it was the Cowboys' end-zone interception as time expired that cemented the game's dramatic conclusion.
Three years later, the rivalry was reignited in Super Bowl XIII. It was the first Super Bowl between two teams that had each previously won multiple championships. The game was a seesaw battle, with Dallas initially taking the lead before Pittsburgh's offensive surge shifted the momentum. Ed "Too Tall" Jones described the experience, reflecting, "That Pittsburgh team had nothing but veterans on both sides of the ball… even though we only lost by four points both games and [Roger] Staubach had the ball driving [late] in those games."
The game was also marked by significant plays such as Jackie Smith's infamous dropped touchdown pass and a controversial pass interference call against Benny Barnes, which led to a crucial touchdown by Franco Harris. Despite these setbacks, Roger Staubach led two late scoring drives that demonstrated the Cowboys' resilience. Ed "Too Tall" Jones praised their determination, stating, "I was proud of the way we hung in there against a veteran team, because experience in big games is very important. Very important."
The Cowboys' lone Super Bowl victory during this period came in Super Bowl XII against the Denver Broncos. This triumph was bolstered by the addition of running back Tony Dorsett in 1977, who became a pivotal figure in the team's offense. However, the NFL rule changes in 1978, intended to curb the Steelers' defensive dominance, ironically strengthened Pittsburgh's offense. This shift was evident as Terry Bradshaw was named league MVP that year.
Ed "Too Tall" Jones, a key figure in the Cowboys' defense, left an indelible mark on the franchise with his 106 sacks over a 15-year career. Reflecting on the contentious moments from Super Bowl XIII, Jones remarked, "You mention Benny Barnes and those calls, I'm not one to complain... Even though every controversial call went against Dallas, but throw that to the side. The difference was experience."
Beyond his football career, Jones has continued to impact others by promoting mobility aids like the Sportcane, which he credits with helping his daily activities. "Just my daily activities, it makes all the difference in the world. I don't know what I would do if it wasn't for the Sportcane as far as being able to get around and still not letting anything hinder what I do in life," Jones shared.
The narrative of the Dallas Cowboys during the 1970s is more than just a tale of wins and losses. It is a story of how a team, characterized by young talent and fierce determination, established itself as a national icon. The title "America's Team" is not just a label; it is a testament to the team's lasting influence in the world of sports.