1989 - Dallas Cowboys 1989: Jerry Jones New Owner

Dallas Cowboys 1989: Jerry Jones Takes Over as Owner

In the Dallas Cowboys 1989 timeline, the franchise underwent one of its most dramatic and controversial shifts when Arkansas businessman Jerry Jones purchased the team. On February 25, 1989, Jones bought the Cowboys from H.R. “Bum” Bright for $140 million. The sale marked the end of the original ownership era that began with Clint Murchison Jr. in the Dallas Cowboys 1960 team formation and set the stage for a complete overhaul of the organization.

The Purchase and Immediate Changes

Jerry Jones, an oil and gas executive who had played football at the University of Arkansas, wasted little time making his presence felt. Just one day after finalizing the purchase, he made the shocking decision to fire head coach Tom Landry. Landry had been the only head coach in Cowboys history, leading the team since its inception in 1960 through two Super Bowl victories and consistent success. Jones replaced him with his former Arkansas teammate, Jimmy Johnson, who was then coaching at the University of Miami. The move sent shockwaves through Dallas and across the NFL, as many fans viewed Landry as a legendary figure who defined the franchise.

Cleaning House and Taking Full Control

A few months later, Jones continued his aggressive restructuring by firing longtime general manager Tex Schramm, who had been a key architect of the Cowboys’ success alongside Landry and player personnel director Gil Brandt. With Schramm gone, Jones assumed complete control over football operations. This bold approach signaled a new era where the owner would be heavily involved in every aspect of the team — from personnel decisions to marketing and stadium matters.

Mixed Reactions and Controversy

The rapid changes in the Dallas Cowboys 1989 timeline were met with strong emotions. Many longtime fans were outraged by the firing of the respected Tom Landry, and Jones even received death threats in the aftermath. Critics questioned whether an outsider with no prior NFL experience could successfully run one of the league’s most iconic franchises. At the same time, some supporters saw Jones’s decisive actions as necessary to inject new energy into a team that had struggled in the late 1980s.

Setting the Stage for Future Success

Despite the initial backlash, Jerry Jones’s ownership in 1989 ultimately transformed the Cowboys. His partnership with Jimmy Johnson led to a rapid rebuild, resulting in three Super Bowl victories in the 1990s. Jones also revolutionized the business side of the franchise, turning it into one of the most valuable and marketable teams in sports. The bold moves of 1989, though painful at the time, helped launch the modern Cowboys dynasty that fans still celebrate today.

The Dallas Cowboys ownership change remains one of the most pivotal moments in franchise history — a clear break from the past that paved the way for renewed glory while forever altering the team’s identity.