Cowboys

Jerry Jones has been gaslighting Cowboys fans for years - 8 times he was all talk

Dallas Cowboys owner Jerry Jones has been selling hope for decades, and some poor, unfortunate fans have still been buying it.

JAMIE SCHWABEROW

Jennifer Bubel

Sports journalist who grew up in Dallas, TX. Lover of all things sports, she got her degree from Texas Tech University (Wreck ‘em Tech!) in 2011. Joined Diario AS USA in 2021 and now covers mostly American sports (primarily NFL, NBA, and MLB) as well as soccer from around the world.

Update: Jan 6th, 2026 06:21 EST

Over the course of the last three decades, Jerry Jones has mastered one skill better than any NFL owner: selling hope.

Cowboys fans the most delusional fan base followed closely by Panthers fans
— We’re AFC North Champs (10-7) (@damnitkel) October 7, 2025

Every offseason brings a familiar script with big promises, optimistic soundbites, and declarations that this year will finally be different. And almost every year ends the same way: disappointment, excuses, and another reminder that words don’t win games. The 2025 season only added fuel to that fire. Here are some of the most glaring examples of Jerry Jones saying one thing, and the Cowboys delivering another.

Eight times Jerry Jones was all talk

1. “All in. All in. All in.” - 2024 offseason

What he said: Jones repeatedly declared the Cowboys were “all in” heading into the 2024 season, framing it as a Super Bowl-or-bust push.

What happened: Dallas made no major free-agent signings in the offseason, finished with a losing record, and didn’t qualify for the postseason.

2. “We’re not rebuilding...we’re competing now.” - 2025 offseason

What he said: “The decisions I’m making are not based on rebuilding. They’re based on competing and competing now… I wouldn’t have signed Dak Prescott if now wasn’t when we wanted to win.” Jones insisted the Cowboys weren’t thinking long-term and were focused on winning now.

What happened: The Cowboys didn’t seriously contend in 2025, and instead fell short of expectations due to defensive collapse and missed playoff berth.

3. “We’re a fighting bunch.” - End of regular season 2025

What he said: As the 2025 season began unraveling, Jones told fans the team would “fight it out” and stay competitive until the end.

What happened: The Cowboys threw in the white flag in the middle of their season finale against one of the worst teams in the league. The season ended with a lifeless Week 18 loss to the Giants, capping yet another losing year.

4. “We’re in as good shape as we’ve ever been in ” - 2019 offseason

What he said: Jones referenced the 2019 Cowboys as being one of the most talented rosters he’d assembled in years, suggesting they were ready to make a deep playoff run.

What happened: The Cowboys finished 8–8, missed the playoffs entirely, and fired Jason Garrett shortly after. Another “talent-rich” team went nowhere.

5. Repeated references to being on par with elite teams - 2021 season

What he said: After a strong regular season, Jones repeatedly said the Cowboys were on par with the NFL’s elite and capable of winning it all.

What happened: The Cowboys lost at home in the Wild Card round to the 49ers in a sloppy, undisciplined performance highlighted by the infamous final play.

6. “I like where we are with our personnel today… I’m not thinking in any way that we need to upgrade our roster…” - 2022 offseason

What he said: Jones expressed confidence that the defense had taken the next step and could carry the team deep into January.

What happened: The defense collapsed against elite competition, including a divisional-round loss to San Francisco, where Dallas managed just 12 points and never looked in control.

7. Promises of being “competitive” - 2020 offseason

What he said: Despite major coaching turnover and roster questions, Jones insisted the Cowboys would remain competitive immediately.

What happened: The Cowboys went 6–10, suffered historic defensive failures early in the season, and became noncompetitive long before December, failing to reach the playoffs.

8. We’re closer than people think... - Multiple seasons in the 2010s

What he said: Jones repeatedly claimed the Cowboys were “close” to breaking through, even after consecutive 8–8 seasons.

What happened: They weren’t close, and they’re still not close. Dallas cycled through mediocrity, coaching stagnation, and playoff disappointment...sound familiar?