Dallas Cowboys Thanksgiving Tradition: How a 1966 PR Stunt Became a National Ritual

The Dallas Cowboys play on Thanksgiving every year. This tradition started in 1966. It was the brainchild of the team’s first General Manager, Tex Schramm.

His goal was simple: get massive national exposure for the young franchise. That single marketing decision over 50 years ago has made the Cowboys a permanent part of the American holiday.

The Birth of a Holiday Legacy

Tex Schramm knew his team needed a spotlight. The Cowboys were founded in 1960. They were still building their identity in a competitive league.

Schramm saw a golden opportunity on Thanksgiving. Families would be gathered around the television. He pitched the idea of a second holiday game to NFL Commissioner Pete Rozelle.

Rozelle agreed. The Dallas Cowboys hosted their first Thanksgiving game on November 24, 1966. They played the Cleveland Browns at the Cotton Bowl.

The Cowboys won 26-14. More importantly, over 80,000 fans attended. The game was broadcast nationally on CBS.

Schramm’s plan worked perfectly. Millions of Americans saw the Cowboys play. The team’s national profile soared overnight.

An Unbreakable Cultural Bond

The tradition proved so popular it became permanent. The Cowboys have played on Thanksgiving nearly every year since 1966. There were only two exceptions in 1975 and 1977.

According to ESPN, fan demand quickly brought the Cowboys back. By 1978, the NFL formalized the arrangement. The Detroit Lions and Dallas Cowboys were guaranteed home games every Thanksgiving.

This guarantee remains in place today. No other NFL team has this secured holiday spot. It is a unique privilege born from a brilliant public relations strategy.

The tradition is now a cultural institution. For many, Thanksgiving is not complete without watching the Cowboys play. It is as expected as turkey and pie.

The team has compiled a strong 34-22-1 record on the holiday. Winning on this big stage has further cemented their “America’s Team” image.

The Dallas Cowboys Thanksgiving tradition is a masterclass in branding. What began as a quest for publicity is now an unshakable piece of American culture. The team’s holiday game remains a testament to one man’s visionary thinking.

Thought you’d like to know

Why did the Cowboys first play on Thanksgiving in 1966?

General Manager Tex Schramm orchestrated it for national publicity. He wanted to put the young Dallas franchise in front of the largest possible television audience on a family holiday.

Have the Cowboys ever missed a Thanksgiving game?

Yes, but only twice. The team did not play on Thanksgiving in 1975 and 1977 when the NFL briefly experimented with having the St. Louis Cardinals host the second game.

What is the Cowboys’ all-time record on Thanksgiving?

According to historical data, the Dallas Cowboys hold a 34-22-1 record in their Thanksgiving Day games. They have won more than they have lost on the holiday stage.

Do the Cowboys and Lions always host Thanksgiving games?

Yes. Since 1978, the NFL has guaranteed both the Detroit Lions and Dallas Cowboys a home game every Thanksgiving. This arrangement is written into the league’s schedule.

Who was the Cowboys’ first Thanksgiving opponent?

The Dallas Cowboys played the Cleveland Browns on November 24, 1966. They won that historic first holiday game by a score of 26-14 at the Cotton Bowl.