Why do the Cowboys always play on Thanksgiving? It started as a genius PR move by Tex Schramm in 1966 that changed everything

Why do the Dallas Cowboys always play on Thanksgiving? The tradition that defines the holiday actually started with a brilliant public relations move by General Manager Tex Schramm back in 1966. What began as a single marketing gambit has evolved into one of the most iconic annual traditions in professional football, cementing the Cowboys’ place in American culture.

The Marketing Genius Behind Dallas’ Thanksgiving Tradition

When Tex Schramm took the helm as General Manager of the Dallas Cowboys, the team was still building its fanbase. Founded in 1960, the Cowboys were competing for attention in a crowded NFL landscape. Schramm understood that traditional Sunday games weren’t enough to make the team a household name.

Schramm realized that playing on Thanksgiving was a stroke of genius. The holiday offered something no regular Sunday game could provide: a massive national audience gathered around their television sets. When he approached NFL Commissioner Pete Rozelle about hosting a second Thanksgiving game in 1966, it was pure marketing strategy.

The timing was perfect. The Detroit Lions had been hosting Thanksgiving games since 1934, but adding the Cowboys created the now-famous doubleheader tradition. Schramm understood the value of national television exposure, which was revolutionary thinking for the era.

Thanksgiving 1966: The Game That Changed Everything

On November 24, 1966, the Cowboys hosted the Cleveland Browns at the historic Cotton Bowl in Dallas. The game wasn’t just significant because it won 26-14; it was significant because of what happened off the field. The attendance of 80,259 fans created an electric atmosphere that CBS broadcast nationally, reaching millions of viewers.

This single decision to play on Thanksgiving transformed Dallas’ national profile. Suddenly, the Cowboys weren’t just a regional team anymore. Every American sitting down with family on Thanksgiving Day got to see the Cowboys play football. It was genius branding before the NFL even understood branding.

The game’s success was undeniable. The exposure was exactly what Schramm had calculated. From that moment forward, the tradition stuck, and the Cowboys became synonymous with Thanksgiving Day football.

Detail	Information
First Game Date	November 24, 1966
Opponent	Cleveland Browns
Score	Cowboys 26, Browns 14
Location	Cotton Bowl, Dallas
Attendance	80,259
Network	CBS (National Broadcast)

Why the Cowboys Never Stopped Playing on Thanksgiving

The PR move that Schramm orchestrated became so successful that stopping the tradition was never an option. The Dallas Cowboys have played on Thanksgiving every single year since 1966, with only two exceptions: 1975 and 1977, when the NFL Commissioner briefly experimented with rotating the second game to the St. Louis Cardinals.

The backlash was immediate. Fans expected the Cowboys to play on Thanksgiving. The tradition had become woven into the fabric of American Thanksgiving celebrations. When the NFL returned to the traditional pairing in 1978, the Dallas Cowboys reclaimed their holiday game, and they’ve held it ever since.

Today, the Cowboys’ Thanksgiving tradition is protected by the NFL. Since 1978, both the Detroit Lions and Dallas Cowboys have been guaranteed their Thanksgiving home games every single year without exception. No other team in the league has that privilege.

From PR Stunt to Cultural Institution

What started as brilliant marketing by Tex Schramm has transcended sports. Playing on Thanksgiving Day is now part of the American tradition, as fundamental as turkey and football synonymous with the holiday.

Families plan their entire Thanksgiving Day around the Cowboys game. The casual fan who doesn’t follow football year-round still knows there’s a Cowboys game on the television. The Dallas Cowboys have leveraged this tradition into massive profits, television ratings, and cultural dominance.

The strategy that Schramm dreamed up more than 50 years ago continues to pay dividends. Today’s November 27, 2025 matchup between the Cowboys and Chicago Chiefs at 4:30 PM ET on CBS is part of the same legacy that began in 1966 at the Cotton Bowl.

What Makes the Cowboys’ Thanksgiving Edge So Powerful Today?

The tradition has made the Dallas Cowboys one of the most recognizable franchises in global sports. Every Thanksgiving, whether fans are casual or die-hard, the Cowboys get guaranteed national exposure. This consistency has helped the team brand itself as “America’s Team.”

Even in years when the team struggles, the Cowboys’ Thanksgiving tradition remains unshakable. The game transcends performance. It’s become cultural heritage. Tex Schramm’s 1966 decision to pursue national publicity created a competitive advantage that no other NFL franchise can replicate or remove.

The Cowboys’ 34-22-1 all-time Thanksgiving record shows they’ve also learned to win on their biggest stage. While the tradition itself is the marketing victory, winning games on Thanksgiving adds another layer of success to the brand.

Sources

• ESPN – NFL Thanksgiving games history and statistics
• USA Today – Cowboys Thanksgiving record and historical analysis
• New York Times – Why the Lions and Cowboys always play on Thanksgiving