When the 2025 NFL schedule was released, fans across the country naturally gravitated to the usual prime-time showcases. But for Dallas Cowboys fans—and perhaps more importantly, for the players and the organization itself—there was a conspicuous slight buried beneath the glitz and glamor of national broadcasts. FOX, a long-time broadcast partner of the NFL and home to NFC Sunday matchups, made a decision that is drawing fire and raising eyebrows: the Dallas Cowboys have been curiously omitted from FOX’s marquee slate of late-afternoon national broadcast games for several key weeks of the upcoming season.
At first glance, this might not seem like much. After all, the Cowboys are still featured in prime-time slots on NBC’s Sunday Night Football, ESPN’s Monday Night Football, and even Amazon’s Thursday Night Football. But FOX’s choice to downplay the Cowboys’ presence during the coveted 4:25 p.m. Eastern window—a time traditionally dominated by “America’s Team”—is more than a scheduling quirk. It is a bold decision that signals a shift in network priorities, and for Cowboys Nation, it feels like a slap in the face.
A Legacy Built on Viewership and Value
The Dallas Cowboys are not just an NFL team—they are a brand, a cultural staple, and a television juggernaut. For decades, the Cowboys have consistently delivered massive viewership numbers. They draw fans in droves, regardless of record or opponent. In fact, according to Nielsen ratings and data gathered over the past five years, Cowboys games routinely rank among the most-watched broadcasts of the entire NFL season, whether they’re facing off against NFC East rivals or AFC upstarts.
FOX has long benefited from this. As the primary network for NFC matchups, FOX has often centered its Sunday programming around Dallas. Whether it was a game against the Packers at Lambeau or a rivalry tilt against the Eagles in Arlington, the Cowboys were the 4:25 p.m. slot—FOX’s answer to NBC’s prime-time dominance. Yet in 2025, FOX seems to be shifting away from that formula, opting instead to feature up-and-coming teams or focusing on East Coast markets with larger metro footprints.
The shift begs a critical question: Why would FOX sideline its most reliable ratings draw in favor of relative unknowns or less marketable franchises?
Chasing “New Blood” at the Cost of Tradition
Sources within the television industry suggest that FOX is making a conscious effort to “refresh” its programming slate. With teams like the Detroit Lions, Houston Texans, and even the Atlanta Falcons surging in popularity thanks to young quarterbacks and dynamic offenses, the network sees an opportunity to cultivate new “fan-favorite” teams. The intention is understandable—developing multiple strong markets means greater parity and future revenue—but the decision to do so at the direct expense of the Cowboys has many scratching their heads.
What FOX fails to account for is the generational loyalty that Cowboys fans possess. This isn’t just about numbers on a spreadsheet. It’s about recognizing legacy, tradition, and the loyalty of a national fan base that spans coasts, demographics, and generations. Even when Dallas is underperforming, viewers tune in. There’s a magnetic quality to the star on the helmet, and FOX seems to be taking that for granted.
The Impact on the Players and the Franchise
Don’t think for a moment this decision goes unnoticed inside The Star. While players are paid to focus on X’s and O’s, media exposure matters. It’s woven into the fabric of how athletes build their brands, endorsements, and post-career opportunities. For years, Cowboys players—from Emmitt Smith to Tony Romo to Dak Prescott—have benefited from being consistently featured on FOX’s biggest stage. That national spotlight has tangible impact.
By bumping the Cowboys out of the spotlight, FOX is sending an indirect message that Dallas is no longer its crown jewel. Whether that’s due to playoff underperformance, internal dysfunction, or quarterback drama is beside the point. The network’s decision is a subtle—but powerful—statement that the Cowboys’ national appeal is being taken for granted.
For Jerry Jones, a master of marketing and media, this is more than an oversight. It’s a challenge to his brand. Don’t be surprised if Jones and Cowboys brass quietly lobby for schedule changes in future seasons or reevaluate how the team engages with its broadcast partners. When the most valuable sports franchise on the planet is treated like an afterthought, there will be consequences—both in the boardroom and on the field.
Fans Are Furious—and Rightfully So
Cowboys fans are some of the most passionate and outspoken in the NFL, and they didn’t take long to voice their displeasure. Social media erupted the moment FOX’s Sunday schedule was released, with trending hashtags like #DisrespectingDallas and #WhereAreTheCowboys flooding X (formerly Twitter) and Instagram.
One viral post put it bluntly: “The Cowboys are the only reason I tune into FOX at 4:25. If they’re gone, so am I.” That sentiment is echoed across Facebook groups, Reddit threads, and fan blogs nationwide. Many fans—especially those outside of Texas—depend on the FOX national broadcast to see their team without shelling out for NFL Sunday Ticket. Now, with the Cowboys off the marquee slate, millions of fans feel excluded, slighted, and disrespected.
This isn’t just a fanbase being dramatic. It’s a legitimate grievance. Fans are the backbone of the league’s billion-dollar enterprise, and FOX’s move feels like a decision made in a conference room without consulting the people who matter most—the viewers.
A Warning Sign of Media Shift in the NFL
This controversy also signals a larger, more unsettling trend in NFL broadcasting. As streaming becomes more dominant, traditional broadcast networks are scrambling to stay relevant. Amazon’s Thursday Night Football and Peacock’s exclusive streaming games are siphoning off top-tier content. In response, networks like FOX are trying to remain nimble by targeting new markets, experimenting with flex scheduling, and chasing ratings gold outside traditional powerhouses.
But in doing so, they risk alienating the very fanbases that built the NFL into what it is today. The Cowboys are not just another team—they are an institution. When FOX sidelines that institution, it sends the wrong message about the value of legacy in a league that already teeters on the edge of over-commercialization.
The Future: Redemption or Continued Snub?
It’s not too late for FOX to course-correct. Flex scheduling in the second half of the season provides opportunities to restore Dallas to the spotlight—assuming the Cowboys stay relevant in the playoff race. And let’s face it, they usually do. Love them or hate them, Dallas commands attention in December like no one else.
Still, the damage may already be done. The Cowboys—and their fans—won’t forget this slight. It will linger in the background of every lackluster 4:25 p.m. FOX matchup that underperforms. It will resurface when playoff viewership data is parsed. And it will absolutely influence future broadcast negotiations when the league and networks inevitably realign contracts and partnerships.
Jerry Jones, for his part, has been mum on the issue publicly. But anyone familiar with the Cowboys’ owner knows he’s rarely one to let disrespect slide, especially when it involves branding, marketing, or national image. Expect quiet pressure to be applied behind the scenes.