Dallas Cowboys · Franchise era 2 of 6
America's Team: the Dallas Cowboys story
Franchise era
1966—1979
America's Team
Dallas Cowboys
The story in one sentence
The Cowboys posted twenty consecutive winning seasons, reached five Super Bowls in the decade and won two behind Landry's preparation and Staubach's late-game poise.
Staubach and the Doomsday Defense
Roger Staubach, Bob Lilly and Randy White gave the era its recognizable core.
Its ending created the conditions for the final landry teams.
Timeline
How it unfolded
Before 1966
What came before
Dallas began without a win but patiently built around Landry's systems and Lilly's dominance until the roster was ready to contend.
1971-01-17
Super Bowl: Baltimore Colts vs Dallas Cowboys
1972-01-16
Super Bowl: Dallas Cowboys vs Miami Dolphins
1978-01-15
Super Bowl: Dallas Cowboys vs Denver Broncos
After 1979
What came next
Dallas reached three straight NFC title games before an aging roster declined and new ownership ended Landry's 29-year tenure.
The core