The Rise of "America's Team": The Dallas Cowboys of the 1970s
In 1979, the moniker "America's Team" was bestowed upon the Dallas Cowboys by NFL Films, solidifying a legacy that had been building throughout the decade. This designation wasn't just a whimsical title—it was a nod to their widespread popularity and significant on-field accomplishments. During the 1970s, the Cowboys secured two Super Bowl victories and appeared in three additional Super Bowls, losing those by a mere 11 points combined.
Running through that era was an intense rivalry with the Pittsburgh Steelers, a team hailed as the 'Team of the Decade.' The Steelers-Cowboys matchups were headlined by memorable clashes, including two Super Bowls where the Steelers outlasted the Cowboys. Pittsburgh's victories in Super Bowl X and XIII, highlighted the marginal differences between two powerhouse teams.
Super Bowl X saw the Steelers prevail 21-17, bolstered by four consecutive fourth-quarter scores and a memorable 64-yard touchdown catch by Lynn Swann. As time expired, Dallas’s final attempt fell short with an end-zone interception. The narrative didn’t change much in Super Bowl XIII, which offered spectators an equally thrilling contest.
Super Bowl XIII: The First of Its Kind
Super Bowl XIII was historic for being the first championship game featuring two teams with multiple previous titles. Initially, the Cowboys took the lead, but Pittsburgh’s offensive charge soon shifted the momentum. Despite a heroic effort by Roger Staubach, who led two late scoring drives, the Cowboys fell short once more, with the final score standing at 35-31.
The game was not without controversy. A crucial play occurred when Benny Barnes was called for pass interference, paving the way for a Franco Harris touchdown. Reflecting on that moment, Ed "Too Tall" Jones remarked, "You mention Benny Barnes and those calls, I'm not one to complain, because that's just one play. Even though every controversial call went against Dallas, but throw that to the side. The difference was experience."
Jones echoed this sentiment, emphasizing the youthful composition of the Cowboys compared to the veteran-laden Steelers. "That Pittsburgh team had nothing but veterans on both sides of the ball. Nothing but veterans. We were a very young team both times, when they beat us in '75 and when they beat us in '78, even though we only lost by four points both games and [Roger] Staubach had the ball driving [late] in those games."
A Foundation of Talent and Change
The 1970s Cowboys were not short on talent or memorable moments. Their victory in Super Bowl XII against the Denver Broncos showcased a robust roster that included standout players like running back Tony Dorsett, added in 1977, and defensive end Ed "Too Tall" Jones. Over his 15-year career, Jones racked up a staggering 106 sacks, becoming a defensive icon for the team.
NFL rule changes in 1978 aimed at diminishing the Steelers' defensive dominance paradoxically boosted Pittsburgh’s offensive output, with Terry Bradshaw earning the league MVP title that year. "I was proud of the way we hung in there against a veteran team, because experience in big games is very important. Very important," Jones reflected, demonstrating his admiration for how his team competed despite the odds.
Legacy Beyond the Field
Beyond his football career, Ed "Too Tall" Jones advocates for mobility aids, emphasizing their impact on his daily life. "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."
The legacy of the 1970s Dallas Cowboys endures, remembered for their achievements, their battles with the Steelers, and their enduring definition as "America's Team." Their resilience and competitive spirit in an era of swiftly changing dynamics left an indelible mark on NFL history.