Jerry Jones believes the Dallas Cowboys are a soap opera.
The decision-making by the 82-year-old team owner makes a whole lot more sense now.
Jones, a self-made billionaire, completely revolutionized the NFL team business model when he bought the Cowboys back in 1989. Back then, success wasn’t just financial — it was on the field as well, with the Cowboys winning three Super Bowl titles from 1992 to 1995.
However, since then, the Cowboys haven’t even made an NFC Championship game. But maybe Jones views success differently than just wins and losses.
"I do believe if we're not being looked at, then I'll do my part to get us looked at," Jones said while at the premiere of Netflix’s America's Team: The Gambler and His Cowboys. "The beautiful thing for networks or, if you will, streaming companies, is that the NFL is a 365-day-a-year interest factory. A lot of programming you have to spend as much to promote it as you do to make it. The Cowboys are a soap opera 365 days a year. When it gets slow, I'll stir it up."
These comments from Jones have riled up fans and analysts — ironically playing right into his hands. Nevertheless, ESPN’s Chris Canty said this proves Jones doesn’t care about winning.
"The Dallas Cowboys are for entertainment purposes only," Canty said while on First Take. "Before the Cowboys come on the TV, before we see that game where they show the NFL branding... they need to have a warning label come on the TV screen that says, 'This is for entertainment purposes only.'
"They are playing a different game than the other 31 teams in the National Football League. Because they are in the attention-seeking business, not the Lombardi-chasing business."
Canty even related his own experience with the Cowboys, noting how he found success after leaving Dallas.
"Yeah, it's good stuff when it comes to driving revenue," Canty said of Jones’ willingness to stir the pot. "But that controversy is counter to creating the culture that you need to contend for championships. And I should know because I won one of them things right after I left the Dallas Cowboys."
After four seasons in Dallas, Canty left for the NFC East rival New York Giants in 2009. In 2011, the Giants went on to win Super Bowl XLVI.
Again, this is the type of reaction Jones is essentially looking for. As long as the Cowboys star logo is visible and at the top of headlines, he seems fine with the rest.
Still, Canty’s words will ring true for many around the NFL — and possibly for players who might one day consider joining the Cowboys as a free agent or rookie draft pick.