Original subtitles

When you come within 60 minutes of a Super Bowl but didn't get to touch it.

The Cowboys have been great champions, but three in a row won't happen.

Just remind yourself of how bad it hurt.

Remind yourself of how good it felt when you did win the Super Bowl.

The combination of those things provide all of the impetus you need to want to

win another one.

And that 94 game.

Deion Sanders shut down, literally, that side of the field.

It was just burning between my eyes.

When he became a free agent after that game, I said, I have to have him.

Jerry called you his only grill.

I don't know what that means, but it's got to be good.

If we bring him in, we've made a final decision.

Because I look at it. Dion, come in here. All right.

Hey.

Okay. Good.

Do you go for it? Does it fit?

I got what you'd like to.

Do you?

Well, sit down here, man.

Cowboys owner Jerry Jones admits it's a long shot, but he says he's having

serious discussions with Dion Sanders.

The numbers being bandied around are pretty mind -boggling.

$35 million over seven years.

Talk about sticker shock.

Only Troy Akron has a bigger contract.

What's going on? So much. You doing all right? Yeah.

I knew he was going to make a much better team.

There's no question. I was talking to somebody. They were telling me about

offense. I said, well, I don't know what these can do. You know, I've never

thrown a ball to them. I said, well, let me retract that. I said, no.

I think the concern that I had was how would he fit in to our locker room.

They're justifying paying more money than Emmitt Smith and Michael Irvin.

going on? You know what I mean? You doing all right? Yeah.

How's that going to fly?

It's going to fly real well because Mr.

Jones has been reacting.

Jerry says we can get Deion.

But it's going to cost us.

I'm going to need your thoughts on it.

So what do you mean you don't need my thoughts? You don't need to get my

thoughts. The hell are you talking about?

If we can get Deion, we get Deion.

Join the crowd, man. I'm sucking your dick.

Reportedly over negotiations, the figure kept mounting to a record price.

You just want business.

This was earning and the biggest contractor was.

His bonus got out, took right at $13 million.

Dad walks me through the contract.

It was a lot of money for him.

I'm going to always voice an opinion, even if it's not his opinion.

You know, we need to make sure this is going to be good for the future of the

organization.

Before we signed it, I'm in one room and Stephen was with me and Dion's agent,

Eugene Parker, was in the other.

He said, let me start out with Eugene, just the two of us, so we don't two -on

-one him.

So I got in there with him, and we made the deal.

Dad walks in, I'll never forget, with this big smile, and he goes, I think we

got this done.

And I go, what?

Well, Stephen grabs me, shoves me up against the door, and I start laughing,

I said, what are you going to do, hit your dad? Are you nuts?

What's going on?

I said, I'm not going to hit you, but, Dad, we don't have to pay that much. Why

don't you do this, this, this, and this? And he goes, Stephen, you don't

understand.

We've done this deal.

I mean, my adrenaline's pumping, but, boy, I'm thinking, oh, my gosh, I can't

believe we're going to do this.

From the baseball diamond of the football field, two -sport superstar

Sanders is now a Dallas Cowboy.

Jones outduels 49ers president Carmen Policy for the services of prime time.

The offer was beyond significant.

We feel that it was irresponsible to match that offer.

Ma, I always wanted to be a star, didn't I?

Now I get to be a star every day on my helmet, you know?

Every person in life wants to be wanted.

And Jerry Jones knew what he wanted, and he knew how to go get it. I look back

on this thing 20 years from now, I'm feeling the same way about it as I did

I bought the cowboy.

I just had to do it.

Jerry has taken something that was down like four flat tires, man.

Now he has one of the sexiest brands in America.

That's right, Mr. Jones.

He's dressed that thing up and made it into what he saw.

I don't understand that because I was trying.

Defensive backs weren't making no money, man.

And I had promised my mama that I was going to make enough money that she

would have to work another day of her life.

That's why I created pride. It's like you're wearing your signing bonus here.

You know, we get that big house we've always been wanting. We get everything

want now. I got an opportunity to enact that other character while I did what I

was gifted in doing.

And Jerry understood.

Is that Dia?

I need you.

And I love this man.

So that's why it was a blessing when I got him to die.

Expect Sanders to don a cowboy's uniform sometime in October.

Bet you didn't think the money in pro sports could get any bigger.

Well, it just did. Deion Sanders has his new $35 million deal with a signing

bonus at just under $13 million. Do you realize that is one -fourth of what

Jones purchased the team for?

Did Dallas get Sanders fair and square, or did some unusual deal give the

Cowboys millions in extra cash to throw in Sanders directly?

If I walked into an empty bar in the early 90s and didn't expect it and found

Jerry Jones sitting there, I'd be paranoid right away. I'd be thinking,

to something.

This is America, and it has the most competitive, the most cutthroat,

the most exciting industries.

It's the greatest country in the world, and my growing up.

I saw some great men and women down at the bottom go to the top.

He's always scheming for an edge to give them the better shot of winning.

Money is a tool.

You can use that tool to build a winning football team.

You know, Deion Sanders, I had to really work my tits off to get that deal on

that deal out there. I don't want to try that again.

He had gotten to the point where he was even willing to go in, put dynamite

under the structure of the league, push the plunger down and blow it all up.

Welcome to Giants Stadium, and we kick off our 26th year of Monday Night

Football. There's a buzz at the stadium that Jerry Jones is up to something big.

Dallas leaving 21 to nothing.

Jerry has picked this time to announce that he, along with Phil Knight, the CEO

of Nike, are joining forces, announcing a sponsorship agreement exclusive.

To the Cowboys, this is a major, major story.

Here we go. It's an unprecedented deal that puts millions of dollars in the

pocket of Jerry Jones.

Did they help you pay for Deion Sanders?

I think this is going to be one of the great money laundering scams in the

history of professional sport. The league says the Cowboys are in violation

an agreement with NFL properties. If we let Mavericks go out on their own,

they'll destroy the league.

What we'd normally put in a sponsorship, we're looking at Nike.

The rules in the NFL at that time, we were prohibited from making a deal with

Nike. What we ought to be doing is to harden them. The problem was the

sponsorship was done at the league level.

And so that if the league signed with Reebok or Coca -Cola, everybody went

Reebok and Coca -Cola.

The NFL is a league, but what it really is is a partnership of very successful

individuals. NFL owners have been kind of a club for a long time. You picture

these guys lighting expensive cigars and locking everybody else out. It was more

of a gentleman's game, but that game is also a business.

After ticket sales and broadcast rights, licensing team logos and trademarks is

a top source of NFL revenue. For 32 years, the Leafs split the money

Critics say such sharing is socialized sport, doomed to failure. With

you had nobody making any money. We may, but we haven't. And the sources of

revenue were not enough.

The Cowboys account for a fourth of all the merchandise sold, but get only a

30th of the profits.

My... The plan was each of the clubs do their own selling of their own marks and

logos.

The taste of a new generation is now the taste of the Dallas Cowboys. Jones

announced the sale of stadium soft drink rights to Pepsi for some $20 million

over 10 years.

in defiance of the league's huge national deal with Coca -Cola. He spent

millions upon millions of dollars to build up the team, so he wants a return

his investment in the Cowboys, and this is one sure way to get it. For your

buck, American Airlines and the Dallas Cowboys, I just want to put that in your

conversation. It's easy to say that seems logical, but at that point in

was against the practices and the policies that we had worked under for

If you're the traditionalist, you think that the egg is being broken.

Eddie DiBartolo commenting on the deal, saying, quote, it's like a drug addict

that's shooting up heroin when you know you're going to die one of these days.

It's not right.

And Commissioner Paul Taggart also objected to that. You have a successful

philosophy for 75 years.

You hold it pretty sacred. I have such respect for Paul Taggart, but on many

things we listen to different music.

With our great game and name, we need to be associating ourselves with the

Heisman Trophy winners in every field, and Phil Knight in Nike does that.

This is not, I repeat, not a marketing scheme.

We were the underdog. We were the upstart in the industry.

If you're coming into business as a newcomer, you have to create a lane.

It's got to be the shoes, shoes, shoes.

Nike's young and irreverent. We like to wake people up. Phil Knight had taken

our passion for great athletes and converted that to the marketing of those

shoes. Nice shoes. And made me want to wear them, thinking that I might be able

to run faster if I put them on.

Nike has been trying for years to land a deal with NFL properties, but has been

shut out. The NFL wouldn't make a deal with Nike because they had a deal with

Reebok. They were so focused on control that they lost sight of the audience

that Nike would bring to them.

That's when I said, call Jerry Jones.

Once again, Jerry Jones has a business deal against NFL properties.

When Jerry and I walked across the end zone on national TV, we were two people

rebelling against the NFL.

The press release released by Jerry Jones, the headline is Cowboys owner

NFL again.

So if that's not an in your face, well, you almost felt the need to throw

something at the television.

Any time that you're pioneering, you're going to upset a lot of people.

It's probably the most fun I had as CEO at Nike.

I think the owners are trying to figure out if Jones is a genius or he's just a

jerk. He was thumbing his nose at the league and moving ahead with his plan to

reconfigure the way the NFL did business.

It was hard not to notice the Cowboys have gone corporate.

My job was to put Nike at the stadium.

found absolutely every place that would hold it through. There is a new look to

Texas Stadium. There's that Nike logo.

Here, there, everywhere. I called my dad and I'm like... I just pushed the

stadium. Mr. Jones, I see you have your Nike pin on there.

Is greed going to take over football?

I'm in the NFL to compete for Super Bowls. Just about everything that can

logo on it at Texas Stadium now does.

By going against the league structure and signing his own deal, he's able to

generate that much more money. League owners aren't too happy about it. The

spirit of cooperation and partnership in the league has obviously, I think, been

violated. Back off and look at it from a different perspective.

Broke the balls of business.

I think Jerry Jones is doing the right thing.

Making us the winner.

Cowboys owner signed a deal yesterday making American Express the official

credit card of Texas Stadium despite the fact that Visa is the official credit

card of the NFL.

He's going to play the game his way because he wants to win. The owner's

fear may be that Jones is using the millions from these sponsorship deals to

sign top free agents, tipping the competitive balance of the league. So

will it be, Dion? 15, 20 million?

Vote. Both.

They were $200 ,000 under the salary cap, and all of a sudden, Jerry Bowne,

million. I'm not sure if it is Jerry's money, Nike's money. I think it's Bowne

that's waiting down.

The marriage of Nike and the Cowboys.

It says, just do it, and Jerry Jones does it.

Now you've got Deion Sanders.

How many years of Super Bowls are you going to win? You might as well just

announce it and forget playing the game.

When I got to Dallas, Mike said, Dallas Cowboys is different.

Like that star on your helmet is different.

You really don't understand it until you get here and you come. But playing for

the Cowboys is different, man.

And I couldn't wait to put on that uniform, man.

Since an ankle surgery, primetime makes his official return to his primetime

gig.

They were still a pretty good football team before he got here. In fact, I

right now the Cowboys are the best team in the NFL.

Neon Sanders on offense and defense.

When Neon came in, it was over.

Come on, let's get this thing done.

More than just afraid of me. We love him because he's Deion.

He brings us to the flower side deeply.

You can call it talking arrogance, but we convince that we're good.

The addition of Deion, we were very good.

Oh, my goodness.

I'm not kidding.

This is a little piece of cowboy heaven for cowboy fans.

What an amazing franchise this is. I mean, think about the star power here.

Sanders, Aikman, Smith, Irvin.

Barry deserves his share of the credit for the way that he has this cowboy team

play.

Out of control. That is the phrase several NFL owners have used to describe

Cowboys owner Jerry Jones and his so -called ambush marketing tactics.

Well, today the owners huddled in Atlanta.

When you have a partner who's willing to say, I don't care about your rules, how

do you stop them? The NFL is taking America's team to court for some $300

million. The league claims owner Jerry Jones' advertising agreements with Nike

and Pepsi violate the league's revenue -sharing plan.

wanted to keep the class and keep the dignity.

It's not about soda pop and cola and shoes and logos and do -rags and that

stuff. It's about servicing the fans in a high -class way with stability.

It takes a lot for a league to sue a club.

It was not just Paul Taylor, but it was owners that made that decision.

Thanks, guys. Appreciate it, guys.

One of the leagues had made for $300 million.

They were going to take my team.

And that would have taken the team, and I knew it. There is no doubt in my mind

that the NFL is trying to intimidate the Dallas Cowboys. I really felt like I

had my back against the wall.

I understand politics, but intimidation, being a bully, be careful.

But I was cutting and shooting.

It's official.

Cowboys owner Jerry Jones sued the NFL today. $750 million antitrust. It's a

countersuit from the league's legal action, trying to block the Cowboys'

independent business deals. It's an illegal cartel, and it is a cartel.

was not afraid to take that title, and it was a difficult period of time for

NFL. Jones marched into the owner's meeting eager to defend his right to

sponsorship deals with Pepsi and Nike. Not only wants the side contracts

approved, he now wants a federal court in New York to end NFL control over a

team's logo and trademark.

It became pretty ugly.

There were no punches thrown, but there was screaming and there was a good deal

of animosity.

And there were some owners that wanted Jerry out of the league.

Well, rest assured, one thing Jerry Jones is not is naive.

Jerry's fight is apparently headed for court next year.

At the league meeting, we had finished up a lot of the business, and they said,

now, Jerry, you're going to have to leave because of your lawsuit, and the

owners will stay in here and discuss it.

And so I said, okay, I get it. And so I walked almost out of the room, and then

all of a sudden I just swelled up and teared up.

And I just couldn't help it, and I turned around to all the owners,

I said, guys, I said, I want you to know this.

If you win, I know you're going to take the team.

But if I win for 700, I'm going to collect every fucking

penny.

I don't care how many years go by or what. I'm going to get it because you've

got me deep here.

Walked out.

A wonderful day at Texas Stadium, a great day for football.

The Dallas Cowboys entertain the world champion San Francisco 49ers, a game

we've waited for for a long, long time.

But just how big is this game with Dallas a stellar 8 -1 and the Niners

at 5 -4?

You form a team, form a flesh. They know you, you know them.

It's something inside of you that wants to whoop them, you know, and high -step

them and dance on them. Like, come on, dog.

Can you sum up all the time and effort and money that you have spent to make

this team better than San Francisco?

I personally spent over $45 million in bonuses.

Don't forget what happened last year. Don't they know? And here's the thing,

first thing.

I don't give the 49ers any hope at all for winning this game.

Gerbach to Thorpe.

Wide open is Jerry Rice.

And off to the races is Jerry Rice.

Rice, touchdown from Gerbach.

Jerry took us out.

They had a great game plan. They really did.

Aitman's going to throw it good.

He had to get rid of it.

Aitman.

I always say this.

The road to a championship is never paved smoothly.

It's always paved with peaks and valleys.

The peaks most people can deal with.

But it's devalued.

San Francisco 49ers absolutely destroy the Cowboys 38 -20.

I tell you, Aikman is very upset.

Hey, guys, that's a fucking embarrassment out there.

Fucking junior league.

Boy, Aikman told me he's going ballistic in the locker room because they're

competing with themselves.

Behind the scenes for the 95 season, right from the start, the Cowboys had a

problem.

At the time, I was writing a book.

And Jerry Jones gave me, I'm not exaggerating, hundreds of hours of

Hundreds of hours.

I basically lived at Valley Ranch.

I was there every day.

I was there for every game.

And the relationship between Troy Aikman and Barry Switzer was unbearable.

because it was close to team wrecking.

This football team had grown accustomed to Jimmy's way of doing things for five

years, and then to no longer have that influence, I think this team was just

wondering exactly how Barry was going to react.

My whole approach at really any level was I just wanted to win.

That's why I went to Oklahoma and didn't go to Oklahoma State.

Here in Norman, Oklahoma, I'm with Sooner head coach Barry Switzer. Being

Henrietta, I've known Barry since I was 15 years old. The Sooners send out Troy

Aikman. From the time Troy was a kid, I was his biggest champion.

He had the it factor.

I mean, everything he did was a gift.

Aikman back to throw on first down. Goes for the bundle and touchdown, Oklahoma.

I went to Oklahoma with a coach who was pretty intense.

He was every bit as intense as Jimmy.

He was the guy calling all the shots.

But the Barry that came to Dallas, he was totally different.

We started to have problems because Troy wanted me to be Jimmy.

And be like Jimmy.

I can't be Jimmy. I have to be Barry.

And I did it a different way.

Come on, guys.

Oh, man, that draft makes $3 .5 million.

Don't want to run four times across the field. Ain't that something?

Barry had the philosophy of, at the level that we're playing at, you guys

supposed to be professionals.

So if you're not going to give me 100 % on the practice football field, then

don't practice.

If you're injured and you can't go out here and practice, don't practice.

As long as you're ready on game day.

For some people, that could work.

And for others, they required a Jimmy Johnson to be on them at all times.

Troy and Jimmy were cut from the same cloth. As a cowboy, it's my

to lead the herd. I drive them day and night.

Driven with rage to win Super Bowl swirl.

When Jimmy was the coach and he would get upset, fly off the handle, we were

able to have this good cop, bad cop dynamic because I would be able to go in

house and say, hey, look, don't pay attention to him.

But deep down, I agreed with everything he said. And I was thrilled that he was

taking a stand, that he was upset.

You know, I didn't have to do any of that.

But Barry, the practices weren't at the intensity level that they needed to be

or had been in order to play at the level that we needed to play at.

That's a fucking joke.

Then, yeah, I took that upon myself.

That dumb son of a bitch does it every fucking day.

I had to be the bad cop.

It became a tough road.

I don't even know the goddamn playbook.

Troy was hard on Barry Switzer. He's got a little sentence in that.

And the crossfire between those two was becoming unbearable.

Barry and I, our relationship was struggling.

Those two were not together.

I don't give a fuck.

Have you felt that?

That put this engine in a team.

Jesus Christ!

Oh, fuck you!

Son of a bitch!

It was tearing me up.

Texas Stadium in Irving, Texas. The Redskins in town to face the Cowboys.

Each day, I would tell myself that, you know, I'm not going to let this get to

me. Kevin Williams.

Flag on the play, and Kevin Williams does not get a first down.

I'm not going to get riled up. I'm not going to blow up. I'm not going to let

affect me.

Incomplete, nobody near.

Kevin Williams, perhaps, but it was a mix -up. It would affect me.

Troy Aikman's upset, I think, with Williams because he expected an out and

got an up.

In that game, Kevin Williams dropped a couple passes.

Incomplete. And today the Redskins played better than the Cowboys.

And Troy was eating his ass out. Now Aikman is talking to Kevin Williams.

I'll never forget because I heard it.

And that bothered me.

And that...

Monday, after the game, I called Troy and I said, Troy, come, come, I'm going

visit with you.

Troy came in the office.

He said there's some players that are saying that you only yell at black

players.

Is what he, is what he said.

And I said, that's, you know, the only, I said, that's bullshit.

If a player is not doing what he's supposed to do.

I didn't give two shits as to what color he was. I mean, I was upset.

I said, you know, what was said really bothered me, and I think you really need

to apologize.

I think it's important that you do that.

I think Barry thought that I would just accept that and then just go on down the

road.

Of course, whether it was Michael or Haley or any of the others, I mean, they

said it was a bunch of BS as well.

Shit. If Troy was a racist, me and him would have problems a long time ago.

There's a lot of places you want to go, you go.

But this is not one you can even go anywhere near Troy with. You can pick

anyone. I can promise you 90 % of you are going to land on an African

somewhere, so somebody's going to get their butt chewed out, no matter who it

is. So I didn't see it that way.

That was the final nail that severed our relationship.

Yeah. Yeah. Yeah.

Yeah. Yeah.

Yeah.

Yeah.

And Barry tried again. I think that was a bad call the first time they did it. I

think it's a bad call now.

Didn't get it again.

That's unbelievable.

What's happened to a team that not too long ago was considered invincible?

Barry Switzer has made a huge mistake today. The media annihilated Switzer.

This is one of the great travesties in sports and football.

When you have fourth down, I don't care how short it is, you punt the football.

This guy here is trying to make Barry take the ball, but nobody should take

damn ball. This is a team loss.

A lot of players blasted everybody who was critical of Barry Switzer. But you

don't have to go for it, and we do.

We got around here. But they are actually talking about Aikman.

Because Aikman was the main guy that was feeding everybody the anti -Switzer

stories. When I first asked Troy about Switzer, I said, is he a good coach? His

answer was, uh... They complain about poor practices, lack of intensity,

mistakes. Perhaps Barry Switzer needs to be more like his predecessor.

You guys are too much.

You got so many within the Cowboys organization who really believed that

was doing everything in his power behind the scenes to get Barry fired.

Incomplete remitment.

I was still that guy in the throes of my career, trying to make it the best

possible career that I could, and I just didn't want anybody getting in the way

of that.

It's not are there problems, how serious are the problems.

Oh, yeah, yeah, dumb fucker. I mean, he just exploded today with something

that's just been accumulated.

God damn it, I tell you every fucking time. Players shouldn't be trying to

discipline players.

The coaches have to be. It's like every goddamn time we run, it's none of a

bitch. I don't think a lot of his teammates appreciate it.

Before,

it was us against the world. And now, the against us was inside our locker

Cowboys escape.

It was a struggle.

I'm fucking tired of being a guy who's got to run down everybody's goddamn

throat all the time. Why don't we have a fucking coach who gets over there and

does something about it? Instead, we want to go over and pat everybody on the

ass, and they haven't done a fucking job all night.

Guys out there fucking off if nobody says anything about it. We got head

who won't say anything about it. We got coaches who offensively won't do

anything about it.

I mean, enough's enough.

Your team appears to be going in the wrong direction with the playoffs just

around the corner.

If we don't get a Super Bowl, you going to keep Barry Switzer?

No, I hear you.

Hey, I know that.

You look fabulous. 86 years old. Have you been taking shots?

No, I don't do that. I just keep it down.

I never have.

Viagra? No, no Viagra.

First thing Barry said was, I walk in, I see Jimmy's picture on the wall.

I don't even see mine. First thing he said, in order for me to talk about

I have to go to what he is.

That was for us coaching the Cowboys.

Barry is the most real coach or maybe person that I've ever been around.

I'm not an actor. I'm honest. I'm candid. I'll tell you how I feel. He

like it, might not accept it. And with all of his story, everything behind him,

I knew he could lead us to a Super Bowl.

I grew up in a little town in South Arkansas.

When you grow up in the 30s in South Arkansas, there's no amenities. Black or

white, you live the same way.

He lived in a shotgun house 150 yards off the road.

Being a bootlegger, Daddy sold a lot of whiskey from there and sold in a dry

county.

So we were persona non grata for the community.

And my mother lived in isolation.

She had no friends.

She was a beautiful lady and an auditorium.

But she took a lot of barbiturates with whiskey.

I was in college playing football at Arkansas and came home that night.

I was lying in bed up in the front room, and she came in there, and her eyes

were glassy.

She'd been drinking and wanted me to kiss her goodnight, and I turned my head

away and told her, I just can't stand to see you like this.

I said, I'd rather you be alone, and I'd never see you again and know that you

were well.

And sober.

I heard the shot. I ran out to her, picked her body up, carried her inside,

her on the bed.

That was before my senior year in college.

And I lived with that guilt.

I thought I was the one that pulled the trigger.

You know, in life, you're handed one hand.

You can either fold it or play it out.

I decided we'll play this so much out and see how you do.

I always took that attitude and tried to pass it on to those around me.

Barry coached with love, and he meant it. That was a beautiful thing to watch.

Those players on that Cowboy team would run through locker

room walls for him.

He loved them all, especially Charles Haley.

Charles Haley, you know, he's a bipolar.

If you're not taking his medicine, you know, he's obviously going to be a

problem. Because I would always ask, have you had your medicine today,

My whole

life. I

didn't want people to get close to me. I kept everybody at arm's length.

If somebody got too close, I'd just fight them or something to become their

enemies because I didn't want anybody to know what I was going through, what I

was thinking.

And I never asked for help.

I allowed my bipolar to dominate my life.

He's a racist, too.

Say whatever you want, girl.

Kevin O 'Neal, the dumbass trainer, threw my dominoes in a trash can.

And guys had spit tobacco all up on him. And he says, I told you not to play

dominoes in there.

So I hit him.

And then I tore up the training room.

I could see myself standing there watching me, kicking stuff over.

And then all of a sudden, it came back to me.

Holy shit. I just hit this man. My career is done.

So I put my clothes on and go home.

One second.

Charles didn't show up to practice.

Told his secretary, give me his address.

I got in my car and drove over there.

I pulled up his house, walked up there and rang the doorbell.

I don't just let people in my house.

He's standing in the door right, and I come to the door, and I'm blocking the

door. He pushes me out of the way. I'm going, hold up.

Hold the hell up. You know who house this is? And tell me, get your ass over

here and sit down.

And he goes, you know you was wrong.

And he just stares at me.

I said, Charles,

what the hell's wrong?

He said.

Coach, you're the first coach that's ever come to my house.

He said, man, you're a fool, you're an idiot, and you're a dumbass.

But you know what?

We all make mistakes, and we need to move forward because it's not about you.

It's about your teammates.

Charles came and told me I was wrong, Coach.

I said, Charles, I need you to be a leader for me.

We can't win without you.

He was more than just a head coach because I saw him for who he was.

You get to know Barry, it's impossible not to like him.

It's just impossible not to like him.

I don't think he has a bone of animosity and a many ill will

towards anyone.

Just a good old country boy.

Barry

Switzer

not only was a good coach, he's a good man who truly cared about us.

The amount of respect that he gave everybody, it was unheard of.

Barry took relationships to new heights for me.

I love you, man.

He was my friend.

Air coach, but he was my friend.

The Cowboys took it up another notch, 30 -11, over the Eagles will now face the

Green Bay Packers.

I think I probably would have said that we'd be playing San Francisco.

Green Bay has shown that they deserve to be where they're at.

Jimmy, this ought to be a pretty exciting championship matchup, not only

of those squads, but because you're heading back down to Texas Stadium as

But again, the old boy is indeed right. How do you see this?

Well, I get to see some old friends back in Dallas. And when I say old friends,

I'm talking about a lot of the players and the coaches.

And it really will be an exciting ballgame.

The owner too.

I was still in tune with the Cowboys.

People within the Cowboy organization telling me stories about what was

happening. It's been a while, hasn't it?

Yeah, it's been a while. Come here.

I know Troy tried to be the bad cop instead of the good cop.

It was disappointing to hear about because those players and those coaches,

were my guys.

Is he going towards Jerry?

Yeah, yeah, yeah, there's Jerry right down at 50.

And there's an old adage.

that you don't ever run around the block if you're a defensive player.

The easiest thing to do is go away from the pressure.

But the pressure's coming your way because that's where you need to be.

You just can't break and run when somebody looks like they're about to

you.

Real close to getting shot.

He is mad.

He is mad.

Of all the guys, he doesn't want to be with right now.

I like Jimmy, but I

don't know why Jimmy did what he did to Jerry.

It shouldn't have happened.

Aikman.

Touchdown. This would be his first chance to win a Super Bowl berth right

Johnson's off.

Aikman looking.

I couldn't understand.

I didn't give a damn who got the credit loan, who got the job done.

Replacing an NFL champion in Jimmy Johnson, Barry was in a situation where

was hard to win.

But he was the right guy. Who else could walk?

in those shoes. Who else could touch all the men in that locker room and have

the respect that he had? Who else?

This is Emmitt Smith and Emmitt cuts down.

Dallas Cowboys, the NFC champions.

And they go to the Super Bowl to play the Pittsburgh Steelers.

Barry Switzer has been up under an awful lot of criticism.

Forgive him his due.

Well, without question, you know, Barry Switzer went through some hard times

through the year.

A lot of coaches would have been unraveled in some of those tough times,

did pull it back together. The superstars came to play.

I was proud of him, but by the same token, you know, I was disappointed that

wasn't the head coach.

But, you know, hey, I moved on. You know, I had my own job to do with Fox.

Okay, let me bring you Coach Berry. Come here. I mean, this has been a heck of a

year of controversy surrounding up and down.

When we won that game, I thought it was Barry's time.

It was time to give him his credit.

It was time to put all of it behind us before we get on that plane and go to

Super Bowl.

I want to say this now. Don't nobody deserve it more than our head coach,

Switzer. He take all the shit. He take all the maligners. Give him his due.

We going home.

Hey, hey, hey. Everybody listen up.

Let's go.

Let's go.

Y 'all are a beautiful, beautiful football team. Let's go.

Y 'all are tremendous. And I really appreciate some of the things that you

said to me personally, some of you players in the ballgame. It really means

lot to me. It really does.

And I want to thank our coaching staff.

I want to thank these guys that all the bullshit we have to put up with and all

the people outside.

Hey. The law, they stuck with me and fought their rear ends off, and I

in them and they believe in me.

We ain't never played a Super Bowl and ain't won the motherfucker.

We going in to win it, man.

Fellas, we going home.

We ain't going to the Super Bowl. Get what I'm telling you here. We're not

to the Super Bowl. We're going home.

We let somebody borrow our house last year.

That's what we did.

Now I'm going to check the lease.

See if they left it dirty.

But where we going?

It's home.

The

week

of the Super Bowl.

You're on a national stage, and all of a sudden, as a writer, he wants to be

famous. In sports controversy at the Super Bowl, Godwether Cowboy quarterback

Troy Aikman is a racist.

The Fort Worth Star -Telegram reported an incident.

The racism allegations against Troy wasn't public knowledge until they went

the Super Bowl. We all thought that season was incredibly difficult without

knowing that part.

According to one teammate, Aikman is holding Switzer accountable for failing

squash the allegation. To give credibility to accusations that your

is a racist?

Like, what could be worse than that?

Which is why the story became so big.

We've been dealing with that Troy Aikman versus Switzer stuff for the past two

months. At the end of the day, that's all they talked about.

We love Troy Aikman. We don't need none of that bull.

We have to get that shit out of here.

Yet when asked if he felt issues were resolved with Switzer, Aikman replies, I

haven't talked to Barry too much, so I don't know.

Barry and I, we just didn't talk, you know, and we managed it the best we

or at least, you know, I did, and I'm sure Barry would say the same thing.

The biggest regret I have with the Cowboys was my relationship with Troy.

All I wanted to do was make us better.

But at this point in time, there wasn't anything to talk about.

We have to overcome it, and we have to move on from it. We can't reschedule a

season.

What are your goals?

Do you want to make the most money you can make?

Do you want to win the most games you can win?

Do you want to win the most championships you can win?

What is it that moves you and what motivates you?

I was determined to do whatever I felt

needed to be done in order to give our team a chance to win.

Whatever you had with Barry, it was Troy putting that away.

We were fighting everybody together then.

of hyperbole has ended. And finally, for the players of the Steelers and the

Cowboys, the game is about to begin.

Should the Cowboys win, you'll be presented the Lombardi Trophy by

Tagliabue. Will that be an awkward moment? An NFL spokesman said the legal

dispute between the league and the Cowboys remains unresolved.

There's a whole bunch of me that wants to kill them.

And that's self -serving, but that's just there. This game is so important

him because he has spent so much money to get the job done. When the buck stops

with you, you've got to show your critics are nice sayers.

If they win this thing, Barry Switzer's a smart move.

Deion Sanders is a smart move. It justifies everything he's done. It's his

chance to say, hey, I told you 500 guys could win the Super Bowl, and now me and

Barry, we're about to go win the Super Bowl.

You lose this game or the day, it's something you'll never forget.

And Super Bowl XXX is underway.

The Williams at the 11.

The sidelines and pushdowns at the 29 -yard line.

Here we go.

The Steelers being on defense and getting a chance to hit first might

some good things.

Aikman.

Novich at incomplete.

There's been a lot of talk about the Cowboys aren't focused.

We've got that soap opera in Texas. It's just overblown with tiredness. We're

just tired of the Cowboys. It's like corporate America versus some blue

guys from Pittsburgh.

Every time you turn on the TV, everything was always about America's

Doesn't America build on grit and determination and the people working in

mills? Aren't we America's team?

Bill Cowher is one of the toughest coaches.

We have in the league today.

Bill Cowher maybe even restores your faith a little bit in the American

The heavy favorites are the Cowboys by two touchdowns. It was David against

Goliath. You have nothing to lose because they're that team.

I wanted to be that team that kicked that team's butt. With the Steelers'

spirit, this could be the hardest -fought Super Bowl we've ever witnessed.

We went in there with a great game plan of, number one, we've got to stop the

running game.

Their number one mission is to stop 22.

And Emmitt Smith.

And it's short yardage. Once Emmitt gets going, it just sets up everything else

that they like to do. And we certainly were not going to let that happen.

They came out ripped.

And slowed us down big time.

42 -yard field goal.

Coaches got tight. Everybody got a little nervous.

But I was a piece to the thought.

They're going to send Deion Sanders out on offense very early in the game,

because Troy Aikman told me there's nobody that can stop this guy one -on

Come on, come here, come here. Swim with this receiver open. That's Deion. Be

alert. I know that cornerback was in shock when all of a sudden he realized,

this is Deion Sanders going to my ass.

Deion Sanders makes his appearance offensively. He was the best athlete on

field. But him being a receiver, I thought he was a decoy for Michael

First down at the 39.

It's hard to figure out how to go against someone when they're

He'll take the first down. Goes long.

By Dion at the 15 -yard line.

Okay, well, I guess he's not a decoy, so he's actually a weapon.

Yeah, I got a button and I can hit.

and try to put that bang on them.

Honey!

I can picture that big throw down the middle to Deion and the pride that I

Sanders might be the one player capable of winning on offense or defense.

Wide open, no attack, touchdown Dallas.

The Cowboys have not been stopped yet.

Looking long, make that deep.

Touchdown Michael Irvin as they put a flag down.

One thing I said in quarterback, Neil Donald.

Deion Sanders was on the field as a corner.

Don't throw it there.

We were making sure we targeted the middle of the field or opposite

Deion Sanders.

We looked on the other side. We saw Larry Brown.

And no one's worrying about Larry Brown.

Emile Donald, very, very good in very high -pressure situations.

A Steeler touchdown here could make this an interesting Sunday.

So much for the blowout, boy.

Steelers have been outstanding the final two minutes of the first half.

You're on the Dallas sidelines. The way they played this half, somewhat

puzzling. How about Emmitt Smith? Now, the last six times he carried the ball,

three total yards.

People take pride.

On stopping running.

And the Steelers is probably one of the most prideful organizations out there.

Man,

they shut it down.

What happened to all of that momentum the Cowboys built? Well, I think one

thing, not a lot of points.

Games are games, and if you try to play them the same way you play the others,

you play 60 minutes, busting your ass. We can execute and not make some

mistakes, and if we don't beat ourselves, we're the best team we're

win. All we've got to do now is take that momentum and make sure you're right

over to this half. It's 13 -7, and we're just like one touchdown away.

We're okay.

We've been here before.

Five times in here, neither is jumping behind in the fourth quarter to win.

We're here because we're from Pittsburgh. We're not going to get

America's team.

They ain't going to fight from start to finish.

One of the beautiful things about the game is the elements can play into it.

And the ball does have a way of oblong as it is, going in different directions.

Pittsburgh falls behind by 13 after the Larry Brown intersection.

We were a team that never got flustered, and we didn't beat ourselves.

It's early in the fourth quarter, so this really was the perfect time to

surprise onside kick.

And this is what it comes down to right here. We've got to get the older ball

back, and we've got to score it ourselves.

In those moments, we didn't blink.

The Steelers in a must -score position.

Maybe it didn't occur to us what a challenge we had on our hands against

Pittsburgh.

I thought, oh, shit.

We're going to hell.

The Steelers had the courage, and it was executed perfectly.

We got that momentum. You could feel it in the game.

We're out there just executing it plain fast.

Now we were playing not to lose versus to win.

Cowboys have really cluttered here in the second half. We'll see if they can

overcome it right here.

And he's in front of it.

They were just beating our running game down.

And they were taking the space that we need, and our team was not holding up.

The pressure was on us.

And we kept going sideways.

We got to do something to close it out.

It's just, how are we going to do it?

Four minutes to go in that game, 20 -17, and you see a lot of the yellow flags

start to come out.

The terrible town is starting to wave in Arizona.

And it was like, okay.

We wouldn't get this done.

O'Donnell with a big second half.

O'Donnell. O'Donnell.

O'Donnell. O'Donnell.

O'Donnell. Ball flooded in the air.

There was scissors in the hands. Larry Brown catches it.

Larry Brown normally can't catch at all.

It's like boom, boom, boom. It's like two left hands.

The least expected guy to make a play made a big play.

We gave everything we had on that field on that day.

But once again, Larry Brown, the way I do stand there, 10 yards deep, and we

threw two balls to him exactly, hit him right in the chest.

And ironically enough, when you look at that Super Bowl, we beat ourselves.

the team of the 90s.

Winning in that Super Bowl.

When I talk about 93 feeling like a relief, 95 was just an

exasperation.

That's all we had gone through.

Get there and back on top of that mountain and admit something to all of

The pressures of being the Dallas Cowboys and holding that thing together.

To have the heart and the fight to go out there and wheel ourselves to a third

one?

That's what championships are made of.

The Cowboys' victory cut off a predictable frenzy back in Dallas.

The boys are back. The Cowboys played hard, silenced their critics, and they

brought it all home.

Cowboys number one here and forevermore.

This season was a struggle, but this victory was special.

Cowboys, you're the greatest!

They did this in spite of themselves.

And I just witnessed from the inside out a dynasty.

This is the Cowboys' third victory in four Super Bowls. You become only the

second NFL franchise to win the Super Bowl five times. Congratulations.

When we did win that 95 Super Bowl, I did feel a great sense of satisfaction.

It's wonderful just to hold this trophy for you great players, coaching staff,

and Barry. I was relieved because he put his ass on the line and won against

everybody in the world because no one ever thought Jerry had the guts to fire

someone who won two damn Super Bowls for him.

I could have lost, but I didn't. I won.

That's the key.

Those Super Bowls that Johnson won with Dallas, a distant memory, those horses

that got him there.

now belong to one Barry Switzer.

I want to say to Jerry Jones, something's very important.

Are you having a good time now, Jerry?

I want to tell you, we did it our way, baby!

We did it! We did it! We did it!

Barry and I had our hands on that trophy.

That was a real endorsement of what we'd done and where we were.

We did do it our way, baby.

The Dallas Cowboys are back where they promised they would be. It is now a

Dallas dynasty confirmed.

What Jerry is about, winning, not only on the field but off the field.

Just do it. That's the response of the NFL to Dallas Cowboys owner Jerry Jones.

In a legal battle over marketing deals, two sides settled dueling lawsuits

today. The settlement allows Jones not only to keep his sponsors but also to

sign new ones.

Jerry actually taught the NFL game, but they were moving too slow, so he had to

move past it.

You know what? I'm thinking about telling Jerry to move the team to

mean, because that's what we should expect.

He could always see down the street, and that's controversial because a lot of

people don't see it. Let's both take to this Dr. Pepper because that's what we

serve in Texas Stadium, too.

It's like Noah.

Noah was looked at like he was crazy when he was building the darn ark.

When all is said and done, Jerry Jones and the Cowboys is going to be the

Harvard case study on how to buy a franchise, how to make it profitable.

And on that field, there's no bigger winner than Jerry Jones.

To have three Super Bowl championships in four years, I don't know if he made a

Faustian pact with the devil.

I had danced with the double, and it was working.

95 was the happiest year of my entire life.

But I wanted more.

I got a taste of other things.

Don't forget, there's always a price to pay.

Some clouds hanging over 1996 as they try to defend the Super Bowl. All of a

sudden, it was almost like you had poured lighter fluid in a room. More bad

news. A series of injuries.

And threw a match on it. Well, there's a lot of question marks for this football

team. Boom.

Good evening, everyone. Serious allegations.

For the Cowboys. A season of controversy.

Rug and sex parties. Guns and videotapes. Secret surveillance.

A murder -for -hire plot. Barry Switzer was arrested earlier today.

After that 95 season, everything changed.

Michael Irvin is indicted on two counts of drug possession.

Allegations are staggering.

The team's image has been badly tarnished. You disgraced the nation.

The empire is in disarray.

Rome is falling.

I remember thinking, the dynasty goes.