May 9, 2025 | Dallas, TX — In a historic and surprising turn, Brian Schottenheimer, offensive coordinator of the Dallas Cowboys, has been named TIME Magazine’s “Person of the Year” for 2025. The distinction recognizes Schottenheimer’s profound and often underappreciated contributions to the evolution of American football and his impact on national sports culture.

While traditionally reserved for global leaders, innovators, and activists, TIME’s editorial board emphasized that Schottenheimer’s leadership represents a new era in sports — one where influence is measured not only by championships, but by vision, mentorship, and cultural relevance.

“Brian Schottenheimer has reshaped what it means to lead in the modern NFL,” TIME declared in its cover story. “He’s a strategist, a motivator, and above all, a builder of men and values.”

Taking over the Cowboys’ offense in 2023, Schottenheimer orchestrated one of the most dynamic and efficient units in the league, helping transform the team’s identity and rekindling its championship aspirations. But beyond the X’s and O’s, he has emerged as a passionate advocate for mental wellness, inclusive leadership, and player development.

Schottenheimer has also launched off-field initiatives focused on youth coaching education, quarterback mentorship camps, and post-career planning for NFL athletes — programs that have drawn praise from across the league.

“It’s an honor I never expected,” Schottenheimer said in an emotional statement. “Football is the platform, but leadership — real leadership — is what I’ve always strived to represent.”

This unexpected but powerful selection affirms the growing cultural and societal role of coaches in shaping national identity, especially in a franchise as iconic and scrutinized as the Dallas Cowboys.

As the team continues its push for postseason glory, Schottenheimer’s vision and values now carry weight far beyond AT&T Stadium — they’ve earned him a place in American history.