In a season where stability seems elusive, the Dallas Cowboys head into 2024 with an air of uncertainty. Described by owner Jerry Jones as being "up in the air," this sense of instability comes despite the franchise's recent success in qualifying for the postseason with at least 12 wins in three consecutive seasons. However, an inability to break into the conference championship round underscores the disparity between their regular-season triumphs and playoff aspirations.
This year, the Cowboys face significant financial challenges, primarily due to Dak Prescott's staggering $55.1 million cap hit, the second highest in the NFL for 2024. Prescott's expensive contract has ripple effects throughout the roster, contributing to a state of financial strain that could influence key player negotiations and roster decisions.
Among those affected is wide receiver CeeDee Lamb, whose $17.991 million fifth-year option now looms large. Lamb has opted out of both the spring offseason program and training camp, signaling a clear demand for an upgraded contract. Stephen Jones, the Cowboys' Executive Vice President, revealed that Lamb aims to become the highest-paid non-quarterback in the NFL. His ambitions are set to surpass Justin Jefferson’s $35 million per year, an aspiration that adds pressure on the Dallas front office to make decisive moves.
The contractual status of the coaching staff only adds to the prevailing uncertainty. Mike McCarthy and his team are in the final year of their contracts, raising questions about long-term stability at the helm. Furthermore, the front office has yet to address contract renewals for major players whose deals are set to expire in 2025, leaving key future roster spots unresolved.
Last season, Zach Martin's brief holdout for a resolved contract situation during camp serves as a cautionary tale of the potential disruptions that contract standoffs can create. Additionally, the re-signing and subsequent release of Ezekiel Elliott–marked by a six-year, $90 million extension followed by an offseason departure in 2023–serve as a stark reminder of the precarious balance between player value and contractual obligations.
A particularly critical year lies ahead for both Prescott and Lamb, with each entering the final year of their current deals. Their futures in Dallas could be contingent on a variety of factors, including the team's performance and financial flexibility moving forward. However, amidst the financial and contractual woes, the Cowboys find solace in their loyal fanbase. Stephen Jones has noted the highest rate of season-ticket renewals he has ever seen, a testament to the unwavering support from their fans.
In a broader context, the Cowboys represent a unique operating model in the NFL. As the only team where the owner’s family runs day-to-day football operations, Dallas stands apart. Jerry Jones’s influence is apparent, with the team having only had two general managers in their history: Tex Schramm and Jones himself. Reflecting on his tenure, Jerry Jones stated, "I think the Cowboys have had two GMs ... Tex Schramm and me. Two. In the history." His unwavering belief in his approach, despite acknowledging past mistakes, remains a cornerstone of the franchise's philosophy. "I know that I have had a lot of mistakes in these years... but the same imagination, the same risk-taking, the same taking risks but being pragmatic, that's how we got here."
As the Cowboys navigate another pivotal year, Jerry Jones’s sentiments shine a light on their current predicament. "We’re option-quarterbacking, and we’re going out toward the sideline, and we haven’t handed it off or pitched it," said Jones, encapsulating the ambiguity surrounding the team's immediate future. This sentiment is further echoed with, "That's what we're doing. We're waiting for something to happen in the morning."
With a rich history and a passionate fanbase backing them, the Cowboys will need to leverage their past experiences and current challenges to break their 13-year playoff streak without a conference championship appearance. "I listen to the people around me. Otherwise I wouldn’t be sitting here," Jerry Jones adds, indicating a collective approach in seeking solutions. The coming months will determine whether this iconic franchise can reconcile its ambitions and realities, striving for the elusive balance required for sustained success.