Origins of "America's Team"
In 1979, the Dallas Cowboys were christened "America's Team" by NFL Films, a moniker that would resonate through the decades. This title was a nod to their widespread popularity, the star-studded roster, and their status as perennial contenders in the 1970s. However, the Cowboys’ narrative in the 1970s was not merely one of triumphant branding but also one of intense rivalries and near-misses on football's biggest stage.
Glorious Yet Painful '70s
The decade was marked by the Cowboys' participation in five Super Bowls, securing two titles but suffering three heart-wrenching losses by a combined 11 points. These close brushes with victory only fueled their rivalry with another dominant team of the era, the Pittsburgh Steelers, who were often recognized as the 'Team of the Decade.'
The Steelers and Cowboys clashed in two unforgettable Super Bowls—Super Bowl X and Super Bowl XIII—each brimming with drama and fierce competition.
Super Bowl X: A Battle for the Ages
Super Bowl X saw a dramatic showdown between these two titans. Pittsburgh scored four consecutive times in the fourth quarter to pull off a 21-17 victory. A 64-yard touchdown pass to Lynn Swann was one of the game's most memorable highlights. As time ticked away, the Cowboys' chance at a heroic comeback was snuffed out by a desperate end-zone interception.
Super Bowl XIII: The Giants Meet Again
Super Bowl XIII remains one of the most memorable in NFL history, not least because it was the first to feature two franchises that had each previously won multiple championships. Dallas initially took the lead, but Pittsburgh's offensive barrage soon shifted the momentum. The game was sealed with a heart-stopping sequence of plays, including a crucial pass interference call against Benny Barnes, which set up a Franco Harris touchdown.
Roger Staubach, ever the fierce competitor, led two late scoring drives, though they ultimately fell short. Jackie Smith's dropped touchdown pass and Barnes' controversial penalty were critical moments for Dallas.
Veteran Experience Versus Youthful Exuberance
Reflecting on those epic battles, Ed "Too Tall" Jones remarked, "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."
He added, "I was proud of the way we hung in there against a veteran team, because experience in big games is very important. Very important." Indeed, while the Cowboys showed incredible resilience, it was the Steelers’ seasoned experience that often tipped the scales.
Jones even acknowledged the controversial officiating decisions: "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."
The Legacy of the '70s Cowboys
Despite these crushing defeats, the 1970s Cowboys were celebrated not just for their wins but also for their style of play and star power. They counted legends like Ed "Too Tall" Jones, who recorded 106 sacks over his 15-year career, and Tony Dorsett, a stellar running back who joined the team in 1977 and helped secure a victory in Super Bowl XII against the Denver Broncos.
Pittsburgh’s Rule-Change-Driven Evolution
The late 1970s saw rule changes aimed at limiting the Steelers' defensive prowess, ironically resulting in bolstered offense for Pittsburgh. Terry Bradshaw seized the moment, earning the league MVP title in 1978. Meanwhile, the Cowboys had to adapt and overcome yet another layer of adversity in their pursuit of greatness.
A Name That Endures
The title "America's Team" endures as a symbol of the Cowboys' place in NFL lore, and their fierce rivalry with the Steelers remains a testament to the competitive spirit of professional football. The battles of the 1970s might have ended in narrow losses, but the Cowboys' legacy of resilience and excellence continues to captivate fans to this day.