FRISCO, Texas — Dallas Cowboys owner Jerry Jones oversaw the introduction of Brian Schottenheimer as the franchise's new head coach at The Star in Frisco on January 27, 2025. The hiring comes as commentary surrounding the team's long-standing "America's Team" moniker has intensified, with a recent Forbes analysis by contributor Bernie Pleskoff arguing the nickname no longer applies.
Schottenheimer takes over a franchise that has not reached a conference championship game since the 1995 season. The coaching change follows the departure of Mike McCarthy after five seasons. Jones, who has owned the team since 1989, has maintained the "America's Team" branding since it was coined by NFL Films in 1978, though on-field results in recent decades have fueled debate about its relevance.
The press conference at the team's headquarters marked the official start of Schottenheimer's tenure. He arrives with extensive offensive coordinator experience across multiple NFL organizations. The Cowboys enter the 2025 season seeking to translate regular-season success into deeper playoff runs.
