Jerry Jones never mentioned the "S" word during his almost 9-minute speech during the team's Kickoff Luncheon on Wednesday. But he did predict a victory over the Giants in the season opener, and he told the fans in attendance that at the end of the season, he hoped to reward them with "you know what."
Jones said the Cowboys are committed to getting it done.
Dallas is only 21-26 over the past three seasons and hasn’t been to the playoffs since 2009. The Cowboys lost win-or-go-home games in the regular-season finale each of the past two years.
"Every time I think of our fans, it makes me want to get it done," Jones said. "I know 8-8 and how it feels, and it makes me want to do better than that. It's important that you see we feel that way, and it's important we feel that way."
Jones repeatedly addressed Jason Garrett and the players. The Cowboys owner told his coach that, "You have absolutely gone beyond any expectation that I could have imagined the way you put this team together."
In addressing the players, he snuck in a prediction of a victory over the Giants that went somewhat unnoticed by the audience. The Cowboys are 0-4 against the Giants at AT&T Stadium, losing 33-31 in 2009, 41-35 in 2010, 37-34 in 2011 and 29-24 last year.
"There will be approximately 28 [of the players on the stage] that won't be here opening night, but you're sitting up here today," Jones said. "When we do beat them, we want you to know you've had a part in it. You've laid it on the line to have a part in it."
Jones' son, executive vice president Stephen Jones, said Tuesday the Cowboys had come up with the "secret sauce" in how to rebuild a championship team.
The Cowboys have their longest championship drought in team history. It’s been 17 years, and counting, since their last title. They are 140-141, including a 2-7 postseason record, since their last championship season of 1995.
Jerry Jones ended his speech by addressing the fans with his "you know what" quote.
"We stand on your shoulders," he said. "We just want to reward it with you know what."
Before Jones spoke, Garrett talked about the team's goal of playing at MetLife Stadium on Feb. 2 in Super Bowl XLVIII.
"We're committed to making the Dallas Cowboys the best of the best," Garrett said. "We understand the legacy. We understand the standard. Our goal is to be standing on a podium in Giants Stadium on the night of Feb. 2 freezing, freezing, freezing as much as you can freeze, but holding a trophy over our head. That's our goal. That's our vision for this franchise."
-- Charean Williams