For several years, Forbes has ranked the Dallas Cowboys as not only the most valuable team in the NFL, but the most valuable sports team in the world. In 2023, the Cowboys were worth $9 billion and rising — the result of decades of exceptional athletic talent, coaching, and management that took shape during the ’90s, when the once-struggling team transformed into three-time Super Bowl champions.
The upcoming documentary series by the Emmy-winning directors of Wild Wild Country and Untold will tell the story of how “America’s Team” established a legacy. It features interviews with the architects of the Cowboys’ success, including the owner, president, and general manager, Jerry Jones, who purchased the team in 1989. Among the doc’s other commentators are players who became household names in the ’90s — Troy Aikman, Michael Irvin, Emmitt Smith, Deion Sanders — as well as head coaches Jimmy Johnson and Barry Switzer and notable fans like former President George W. Bush and Nike co-founder Phil Knight.
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