Dallas, TX — June 3, 2025 — Longtime Dallas Cowboys owner Jerry Jones, one of the most influential figures in American sports, has ignited intense debate across the NFL landscape and beyond after making an unexpected public statement in support of Pride Month.

The 81-year-old NFL mogul posted a brief but direct message on his official X (formerly Twitter) account Monday afternoon:

“At the Dallas Cowboys, we believe in respect, dignity, and inclusion. Happy Pride Month to our LGBTQ+ fans, players, and staff. 🏳️‍🌈”

The post, shared with a graphic of the Cowboys star logo overlaid with a rainbow background, quickly went viral—with over 10 million views in under 24 hours. The responses were deeply polarized, with some hailing it as a landmark moment for one of the league’s most traditional franchises, and others—particularly a portion of the Cowboys’ southern, conservative fanbase—calling it an unforgivable betrayal.

A Divisive Response

Reactions ranged from enthusiastic celebration to open outrage.

Supporters of the move flooded Jones’ feed with praise:

“Never thought I’d see the day. Well done, Jerry. This means a lot to so many people.”

“The Cowboys just gained a new level of respect. Football is for everyone.”

But the backlash was equally fierce, with some fans declaring they would boycott games, burn Cowboys merchandise, or cancel season tickets.

“I’ve been a Cowboys fan for 40 years, but I’m DONE,” one fan wrote. “This woke garbage has no place in football.”

“I’ll never step foot in AT&T Stadium again,” another said. “This isn’t the Cowboys I grew up with.”

Hashtags like #BoycottCowboys and #GoWokeGoBroke began trending regionally in Texas shortly after the post.

A Surprising Shift—or Strategic Calculation?

While the NFL has taken modest steps to support LGBTQ+ inclusion in recent years, Jerry Jones has historically remained quiet—if not resistant—on most progressive social issues. His outspoken opposition to national anthem protests in the past, for instance, made him a polarizing figure among players and fans alike.

Which is why Monday’s Pride Month message came as a surprise to many observers.

“This is a big deal, whether people like it or not,” said Dr. Leah Marshall, a professor of sports and politics at SMU. “Jerry Jones has massive influence not just in Dallas, but in the broader NFL culture. When he speaks, it sends a signal.”

Some speculate that the move could be motivated, in part, by shifting demographics and the league’s growing emphasis on inclusive branding.

“He’s a businessman,” said sports marketing analyst Jamal Rhodes. “This wasn’t just a political statement—it’s a calculated decision to expand the brand, signal allyship, and appeal to a younger, more diverse fanbase.”

Cowboys Organization and NFL React

The Dallas Cowboys released an accompanying statement shortly after Jones’ post:

“The Dallas Cowboys are committed to creating a welcoming and inclusive environment for all of our fans. We honor the diversity of our community and proudly recognize Pride Month.”

Meanwhile, several NFL teams, including the San Francisco 49ers, New England Patriots, and Seattle Seahawks, have also made similar statements in the past week as part of the league’s annual diversity push in June.

The NFL itself has yet to directly comment on Jones’ post, though the league has promoted LGBTQ+ initiatives through partnerships with GLSEN and The Trevor Project in recent years.

Fan Divide: Tradition vs. Inclusion

The controversy underscores an ongoing identity struggle among NFL fans—particularly those rooted in more conservative regions.

“For some fans, the NFL represents tradition, masculinity, and resistance to cultural change,” said Dr. Marshall. “So when a figure like Jerry Jones aligns publicly with LGBTQ+ causes, it feels like a disruption of that identity.”

But LGBTQ+ advocates say these steps are long overdue—and necessary.

“Visibility matters,” said Tony Vega, a spokesperson for Dallas Pride. “To see a franchise as powerful as the Cowboys acknowledge our community—it’s meaningful. Especially for young fans who may not feel safe or seen.”

Players Stay Quiet—for Now

As of Tuesday afternoon, no current Cowboys players had publicly commented on Jones’ statement. However, several NFL players across other teams—including Carl Nassib, the league’s first openly gay active player—reposted the message in support.

One veteran Cowboys player, speaking anonymously, said:

“Some of the guys are surprised, yeah. But no one’s upset. We’ve got a tight locker room, and respect goes both ways.”

What Comes Next?

AT&T Stadium is expected to host its first official “Pride Celebration Game” later this month, including rainbow-themed merchandise and a pregame ceremony. Whether the backlash from a vocal minority of fans will translate into lower attendance or long-term financial impact remains to be seen.

One thing is certain: Jerry Jones’ post has made waves—and for many, it’s a clear sign of a changing tide in professional sports.

“Football is evolving, like the rest of society,” said Vega. “You can cling to the past, or you can make space for everyone. Today, Jerry chose the latter.”