{"id":19000,"date":"2025-11-27T18:09:09","date_gmt":"2025-11-27T22:09:09","guid":{"rendered":"https:\/\/www.red94.net\/news\/why-do-the-cowboys-always-play-on-thanksgiving-it-started-as-a-genius-pr-move-by-tex-schramm-in-1966-that-changed-everything\/"},"modified":"2025-11-27T18:09:26","modified_gmt":"2025-11-27T22:09:26","slug":"34359-why-do-the-cowboys-always-play-on-thanksgiving-it-started-as-a-genius-pr-move-by","status":"publish","type":"post","link":"https:\/\/www.red94.net\/news\/34359-why-do-the-cowboys-always-play-on-thanksgiving-it-started-as-a-genius-pr-move-by\/","title":{"rendered":"Why do the Cowboys always play on Thanksgiving? It started as a genius PR move by Tex Schramm in 1966 that changed everything"},"content":{"rendered":"

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<\/b> back in 1966<\/b>. 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.<\/p>\n

\n

\ud83d\udd25 Quick Facts<\/h3>\n
    \n
  • The Cowboys first played on Thanksgiving on November 24, 1966<\/b>, defeating the Cleveland Browns 26-14<\/b> at the Cotton Bowl<\/li>\n
  • General Manager Tex Schramm<\/b> orchestrated the tradition specifically to gain national publicity for the young Dallas franchise<\/li>\n
  • The game drew 80,259 fans<\/b> and was broadcast nationally on CBS, giving the Cowboys massive exposure<\/li>\n
  • Dallas has played nearly every Thanksgiving since then, compiling a 34-22-1 all-time record<\/b> in holiday games<\/li>\n<\/ul>\n<\/div>\n

    The Marketing Genius Behind Dallas’ Thanksgiving Tradition<\/h2>\n

    When Tex Schramm took the helm as General Manager of the Dallas Cowboys<\/b>, the team was still building its fanbase. Founded in 1960<\/b>, 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.<\/p>\n

    Schramm realized that playing on Thanksgiving<\/b> 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<\/b> about hosting a second Thanksgiving game in 1966<\/b>, it was pure marketing strategy.<\/p>\n

    The timing was perfect. The Detroit Lions<\/b> had been hosting Thanksgiving games since 1934<\/b>, 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.<\/p>\n

    Thanksgiving 1966: The Game That Changed Everything<\/h2>\n

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

    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<\/b> got to see the Cowboys play football. It was genius branding before the NFL even understood branding.<\/p>\n

    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<\/b> football.<\/p>\n\n\n\n\n\n\n\n\n
    Detail<\/td>\nInformation<\/td>\n<\/tr>\n
    First Game Date<\/td>\nNovember 24, 1966<\/td>\n<\/tr>\n
    Opponent<\/td>\nCleveland Browns<\/td>\n<\/tr>\n
    Score<\/td>\nCowboys 26, Browns 14<\/td>\n<\/tr>\n
    Location<\/td>\nCotton Bowl, Dallas<\/td>\n<\/tr>\n
    Attendance<\/td>\n80,259<\/td>\n<\/tr>\n
    Network<\/td>\nCBS (National Broadcast)<\/td>\n<\/tr>\n<\/table>\n

    Why the Cowboys Never Stopped Playing on Thanksgiving<\/h2>\n

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

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

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

    From PR Stunt to Cultural Institution<\/h2>\n

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

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

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

    What Makes the Cowboys’ Thanksgiving Edge So Powerful Today?<\/h2>\n

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

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

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

    Sources<\/h3>\n
      \n
    • ESPN<\/b> – NFL Thanksgiving games history and statistics<\/li>\n
    • USA Today<\/b> – Cowboys Thanksgiving record and historical analysis<\/li>\n
    • New York Times<\/b> – Why the Lions and Cowboys always play on Thanksgiving<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":20,"featured_media":18999,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"schema_org_data":"{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Person\",\"name\":\"Tex Schramm\",\"image\":\"https:\/\/image.tmdb.org\/t\/p\/w500\/azMUCh7OO0zx1xAVxLacF0F2KJF.jpg\",\"sameAs\":[\"https:\/\/www.themoviedb.org\/person\/2622713\"]},{\"@type\":\"Person\",\"name\":\"Pete Rozelle\",\"image\":\"https:\/\/image.tmdb.org\/t\/p\/w500\/24VJ1ozu7AvieuDGN6XAskF5l24.jpg\",\"sameAs\":[\"https:\/\/www.themoviedb.org\/person\/1249873\"]},{\"@type\":\"Place\",\"name\":\"Cotton Bowl\",\"description\":\"venue\"},{\"@type\":\"Place\",\"name\":\"Dallas\",\"description\":\"city\"},{\"@type\":\"Place\",\"name\":\"Detroit\",\"description\":\"city\"},{\"@type\":\"Place\",\"name\":\"St. Louis\",\"description\":\"city\"},{\"@type\":\"Place\",\"name\":\"Chicago\",\"description\":\"city\"},{\"@type\":\"Place\",\"name\":\"Cleveland\",\"description\":\"city\"}]}","_extracted_celebrities":null,"_extracted_movies":"","_extracted_places":null,"_extracted_videos":"","_last_enrichment_date":"2025-11-27 18:09:55","footnotes":""},"categories":[188],"tags":[],"class_list":["post-19000","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sport","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33"],"yoast_head":"\nWhy do the Cowboys always play on Thanksgiving? 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