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  1. 1990’s San Francisco 49ers v. Dallas Cowboys: 49ers Perspective

    Originally written May 6, 2015- Reissued July 25, 2025

    Former San Francisco 49er Head Coach Bill Walsh referred to the early years of the organization’s coming of age as “Camelot”. After the 1981 Super Bowl championship they would go on to become “Team of the Decade” winning another 3 titles. San Francisco became the NFL’s gold standard in on field achievement and the corporate way they conducted themselves.

    Their players were revered as Joe Montana, Jerry Rice, and Ronnie Lott took their place among the league’s greatest ever players. They had been the toast of Presidents as the 80’s drew to a close. In 1989 new Dallas Cowboy owner Jerry Jones traveled to San Francisco to learn from Eddie Debartolo how the league’s model franchise did business. This was nothing new as even former Head Coach Bill Walsh had become a favorite on the corporate motivational speaking circuit.

    As the 90’s beckoned, the team was transitioning on the field as Steve Young, Ricky Watters and a new wave of 49ers emerged. It started with a team loss in  the 90 NFC Championship to the New York Giants 15-13 ending their chance at a 3-peat. Gone were 80’s holdovers Montana, Roger Craig, and Lott as the new generation took shape in 1991. Montana from a vicious hit that kept him out of football for two years. The others were released as the team looked to get younger to stay competitive.

    They finished 10-6 as Steve Young finished his first season as a passing champion. It took awhile for San Fran to find their footing yet they finished on a 6 game winning streak. By 1992 the Niners hit their stride finishing 14-2 and retooled with Ricky Watters rushing for 1,013 yards to join Young, and Rice in the Pro Bowl. Another passing title moved Young into the elite of the sport yet it came crashing down with a loss to the upstart Dallas Cowboys in the NFC Championship 30-20.

    Steve Young being sacked during the 1992 NFC Championship Game.

    Yes, those same Dallas Cowboys who had studied the 49er organization some 4 years before. The same Jimmy Johnson and Jerry Jones who had traded for former 49er Charles Haley to help lead the upstart Cowboys and shift the balance of power. Haley had grown up a 49er and battled T Steve Wallace, G Guy McIntyre, and G Harris Barton for 6 years in practice. His experience and spirit settled the nervous young Cowboys in their ’92 NFC Championship triumph.

    Going into the game it was a 50/50 split as to who had the upper hand. What really hurt Steve Young is a now healthy Joe Montana watched from the sideline. As San Fran fell behind in the second half, a growing feeling in the stadium loomed. Would George Seifert put Montana in if the game got away from Young. Even though Young was the NFL’s MVP, he still had the legend looking over his shoulder. As the event drew near it felt like a defining NFC Championship was taking shape. The excitement leading into the game reached a crescendo when…

    What if Guy McIntyre doesn’t get called for holding on the game’s 3rd play negating Jerry Rice’s 63 yard TD from Young?? It would have changed the complexion of  the game. However Troy Aikman had gone 24 of 34 for 322 yards and 2TDs. Troy Aikman outplayed him and made several signature throws to Alvin Harper while Young threw 2 4th quarter interceptions.Emmitt Smith controlled the clock with 114 yds rushing and 59 yds receiving. They took the measure of San Fran and became the league’s signature team with their Super Bowl XXVII championship.

    Going into 1993 the 49ers had traded away Joe Montana making it Young’s team. This added pressure from the fans but their real battle was catching Dallas who was now an established champion. They were brash and played with an in your face bravado that took the 49ers aback. In the locker room following the ’92 Championship, Jimmy Johnson’s boast “How ’bout them Cowboys!?!” reverberated in the CBS cameras & throughout Candlestick Park. It haunted the organization as they set their sights on dethroning the loud, brash Cowboys.

    Once they qualified for the NFC Championship rematch in Dallas, it was time to right the ship. Dallas had beat them 26-17 in the regular season to add to their confidence. Then Cowboy coach Jimmy Johnson dropped a bombshell.  He called a Dallas radio station and declared “We will win the game and you can put it in 3 inch headline!” Now they were calling San Fran out and how would they respond??

    Called out and humiliated like an after school fight in 6th grade, the 38-21 loss in the ’93 NFC Championship was worse than it looked. Dallas was up 28-7 in the 2nd quarter and was sitting on the ball with 3:27 to go. The defense, which had struggled all year, was completely exposed. The gap was widening and the team needed to make drastic changes if they were going to compete with the younger Cowboys.

    Michael Irvin had emerged as one of the best wide outs in the NFL. Emmitt Smith had the last 2 rushing titles and had his 3rd straight 100 yard rushing game against the 49ers. Troy Aikman had yet to throw an interception in 2 NFC Championship games. Alvin Harper was becoming a serious 49er killer as he emerged with the highest yard per catch average in postseason history. Most of it due to huge plays against San Fran.

    Carmen Policy and the 49ers brass moved into swift action. Back then the team that lost the conference championship coached the Pro Bowl squad. Free agency had come to the NFL the year before and they used this as a recruiting trip. They signed future Hall of Famers Rickey Jackson, Richard Dent, Deion Sanders off the NFC Pro Bowl squad. Then stole Ken Norton Jr from the Cowboys and DE Charles Mann all fom the ’93 Pro Bowl.

    Floyd and Watters celebrate touchdown during their 44-15 demolition of Chicago in the ’94 playoffs.

    “If you can come in and give us the defense, we have an offense that can dethrone the Cowboys and get to the Super Bowl.” They also knew they needed a new approach psychologically and embraced a more brash, in your face swaggering persona. Spearheaded by the outgoing personalities of Ricky Watters, Deion Sanders, and rookie FB William Floyd.

    Gone was the laced up corporate attitude of the team on the field. This group showed its emotions on the field, celebrated with end zone dancing and Deion highstepping downfield after interceptions. The only thing that made the 49ers recognizable were their helmets. Thanks to the NFL commemorating their 75th season, the Niners elected to play most of the season in their “throwback” uniforms of the 1950s. The 49ers were reborn in 1994.

    It worked as the 49ers blew through the regular season 13-3 and scored a team record 505 points. Steve Young was league MVP and Sanders was the NFL’s Defensive Player of the Year. They retooled and had specific match ups ready as they eyed the defending champion Cowboys. They beat them during the season 21-14 to earn the right to homefield advantage for the ’94 NFC Championship. If the Cowboys were going to 3peat, they had to go through the last team that had that same chance just 4 years before.

    Sanders impact on the Conference Championship Game was immense. While he intercepted Aikman at a critical juncture of the 3rd quarter, it was the strategy to put him on 49er killer Alvin Harper at the start of the game that proved fatal. The first two scores were set up by turnovers as the Cowboys threw away from Sanders on Harper. By the third drive Harper was removed from the game so the Cowboys coaches could get a grasp of how they would deploy Deion in his absence. Harper returned to the game a series later but so decisive was Deion’s coverage you could trace the decline of Harper’s career to this point.

    The vanquished became the victors with their 38-28 defeat of the Dallas Cowboys in the ’94 NFC Championship Game. Super Bowl XXIX was an anticlimactic 49-26 win over the San Diego Chargers. Steve Young liberated himself from the ghost of Joe Montana. For 3 straight years these two teams pushed each other to heights they would not have achieved without each other. However the final shot was fired by the 49ers.

    Young and Rice celebrate in Super Bowl XXIX.

    Jerry Jones had become obsessed with overtaking the 49ers who themselves made practical business decisions. They didn’t match Ricky Watters free agent contract with Philadelphia, which was a mistake, and they had to enter a bidding war for Deion Sanders. In ’94 they signed him to $1.1 million for one year where other teams were offering 4 years $17 million. Coming off a Super Bowl triumph and his 1994 NFL Defensive Player of the Year it was time to cash in. San Francisco baited jones and he took it and overspent for Deion at a cost of $35 million.

    This crippled Dallas who wouldn’t be a player in free agency the rest of the decade. The Cowboys had all their money tied to Aikman, Smith, Irvin, and Sanders. The 49ers had freed themselves of the Dallas stranglehold and would go on to be an elite team the rest of the decade. They just didn’t see a new foe emerging in Mike Holmgren’s Green Bay Packers.

    However there was the 1995 season where the 49ers were more in the spirit of the pre ’94 group. At midseason they took on the revenge minded Cowboys in Texas Stadium. The Cowboys were 8-1, healthy and ready to show with Deion Sanders in tow, they had overtaken San Fran. Going into the game they were missing QB Steve Young, FB William Floyd and staggered into the game with a 5-4 record. Perfect timing for the Cowboys to provide the knock out blow. Nobody believed the 49ers had a chance…

    After being upset by the Packers in the 1995 NFC Divisional Playoffs 21-17, they began a new rivalry chapter with them. As for Dallas, they did win Super Bowl XXX to make it 4 wins in 4 years between these two organizations. New teams would emerge before the decade concluded. Most notable was Mike Shanahan’s Denver Broncos. Shanahan was San Francisco’s Offensive Coordinator during the heat of the 49er v Cowboys rivalry.

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  2. The Golden Age of Hating The Dallas Cowboys

    Originally Written June 16, 2013 -Reissued July 23, 2025

    It was a feeling which manifested sometime during the 1970’s. We can put it on the late George Allen, former coach of the Washington Redskins, who was first to voice a total disdain for everything Dallas Cowboys. It raised the level of rancor between the Redskins and Cowboys elevating the rivalry to the national level.

    Below the surface the rivalry began to take shape when the Cowboys became the NFL’s southern most team when they began play in 1960. Prior to this, the Redskins of George Preston Marshall were. It’s one of the reasons they sang “Dixie” at their welcome back luncheon when the team reported to camp. Yet this new team came along and began to eat into their fan base.

    Keep in mind the Atlanta Flacons and. New Orleans Saints werent founded for another half decade. With the Falcons beginning play in ’66 and the Saints following in ’67. By then the Cowboys were had grown in stature and had taken the Packers for NFL supremacy.

    However the disdain Allen felt during the early 1970’s was more palpable. More real.

    A growing resentment felt by many teams and fans. The feeling was the late Tom Landry and his Dallas Cowboys were given too much publicity by the networks and the print media. CBS was constantly covering the Cowboys and the level of success they had in the 1970’s, with 5 Super Bowl visits, seeded hatred in their rivals. Especially within their division. Yet none of them were good enough to challenge them in the NFC East.

    By the time NFL Films made the 1978 Dallas Cowboys yearbook and labeled it “America’s Team” hatred was at an all time high. Even jealousy if you will. It was the arrogance and air of supremacy the Cowboys organization painted during those CBS days that fueled two schools of fans.

    You had those who thought of themselves as beautiful and carried themselves with a sense of arrogance and identified with the team and their cheerleaders. Then you had the regular meat and potatoes folks who loved when the Pittsburgh Steelers punched them square in the mouth during Super Bowls X and XIII. They were also fans of all other teams. Yet when your team is no longer in it, they cheered for whoever was facing Dallas in the playoffs or Super Bowl.

    Ironically, this is where the Steelers gained their nationwide fan base. It had nothing to do with the fact they won 4 Super Bowls in the 1970’s, it was the fact they beat the Cowboys in two of those Super Bowls that made them remain as fans.

    As the 1980’s beckoned, many of the teams that Dallas had squashed the last decade began to grow anew. A fresh generation of coaches and players started to internalize the disdain for the bully on the block and began their ascent. It was known that you had to take out Landry’s Cowboys if you really want to be recognized as champions. Although the Redskins were the one with the more acknowledged rivalry, it was the Philadelphia Eagles under Dick Vermeil that got the first crack at the boys from the Lone Star State.

    Much of the animosity started at the beginning of the week, when the Eagles were cast as underdogs against Landry’s Cowboys in the 1980 NFC Championship Game. Although they were hosting, the Eagles were made underdogs by Vegas. Right on cue, the Eagles were being treated as bit role players even though they split their games with Dallas that year.

    An upset Dick Vermeil made a declaration that ratcheted feelings up when he vowed “Never allow anyone to take you for granted! I get the feeling the Dallas Cowboys are taking us for granted right now. We’re here because we earned the right to be here. If the Dallas Cowboys are going to take us for granted, we’ll whip their ass!”

    To further irk Tom Landry, Vermeil opted to play in their white uniforms forcing the Cowboys to play in the blue jerseys, which they felt were jinxed. Dallas complained to the league office yet for once the powers that be didn’t allow Gil Brandt and Tex Schramm to get their way. The crowd at Veteran’s Stadium was unforgiving as the two teams emerged from the tunnel. It was 4* and -17* windchill when on the Eagles second play from scrimmage:

    The roar of the crowd during Wilbert Montgomery’s touchdown was the loudest ever at Veteran’s Stadium. Cowboy haters everywhere delighted as the Eagles held the early upper hand on the Cowboys 7-0. As the game wore on and Landry’s charges behind 17-7 late in the fourth quarter, they were able to punt and pin the Eagles to their own 5 yard line. From their own 5 yard line the Eagles ended fading hopes for Dallas when in 3 runs Philadelphia moved the football to the Dallas 25. Montgomery was putting the finishing touches on a signature day when he struck with this 54 yard masterpiece.

    The Eagles vanquished the Cowboys 20-7 on their way to Super Bowl XV. Wilbert Montgomery etched his name into Philadelphia lore with a 194 yard performance. They had destroyed the Flex Defence, rushing for 263 yards on 40 carries averaging 6.575 yards a pop!! Cowboy haters everywhere rejoiced in hearing Landry, Danny White and Cowboy apologists have to answer the questions as the defeated football team. In fact many Cowboy haters pulled for the Oakland Raiders in the Super Bowl two weeks later. People weren’t cheering for the Eagles as much as they were for Dallas to lose.

    The following year the Cowboys had revamped their secondary & national press covered the exploits of rookies Everson Walls (who should be a Hall of Famer), Michael Downs, and Ron Fellows. Although the publicity was on this group in Big D, they were overshadowing an even greater group in San Francisco. Where Bill Walsh had drafted and started rookie CB Ronnie Lott, CB Eric Wright, and S Carlton Williamson to go along with scrappy veteran S Dwight Hicks. Yet through most of the 1981 season, you didn’t hear about the 49ers. Even after a 45-14 devastation of the Cowboys in week 5 with Ronnie Lott scoring the decisive touchdown.

    Did you know the 49ers didn’t make the Monday Night Football highlight package?? Don’t tell our CEO there was no media bias. Nor can you say the coverage of Dallas’ rookie trio of defensive backs didn’t motivate the group by the bay. Was it borne from the Cowboys propaganda and success of the 1970s?? Or was it borne from Tom Landry’s ties to the New York media since his pro coaching career started there??

    Did you know the late Pat Summerall who broadcast many of the Cowboys games in that era, was a teammate and friend of Landry back in New York?? So when they didn’t make the ABC Monday Night package it fed into the hating Dallas mantra that much more by the 1981 NFC Championship Game.

    There had been a history between the San Francisco 49ers and Dallas. In fact you could say the 49ers were who Dallas had built their reputation on with wins over them in the 1970 and 1971 NFC Championship Games. At that point the Cowboys were called “Next Year’s Champions” for four straight playoff defeats to Vince Lombardi’s Packers and the Cleveland Browns. As a new decade beckoned it was the Niners and the Cowboys who stepped to the fore.

    Once Dallas emerged and won Super Bowl VI, their prestige soared where the vanquished 49ers went into a tailspin the rest of the decade. Yet before that happened, there was the 1972 NFC Divisional playoff where a measure of revenge was going to be exacted against Landry’s troops when Roger Staubach led a furious 4th quarter rally. Staubach led Dallas to a 30-28 win after they were behind 28-13 with 5:00 to go in the game. This is when he earned the nickname Captain Comeback.

    Fast forward to the 1981 NFC Championship where the resurrected 49er franchise, now under Coach Bill Walsh & owner Eddie DeBartolo, were preparing for the game. Still smarting from the lack of respect afforded his group after the 45-14 win and no media coverage, set the tone of a franchise when talking to a reporter. “They ate it once and they can eat it (defeat) again.” DeBartolo bellowed. Reminiscent of Dick Vermeil the year before, Cowboy haters were all pulling for the 49ers in this game when they took the field.

    The final stint came when the Washington Redskins had their turn to climb over Dallas to make it to the summit of pro football. After a strike shortened season where the 8-1 Redskins entered a playoff tournament to make it to Super Bowl XVII, most pundits picked the media darling Cowboys to win the NFC Champoinship citing the Redskins only loss was courtesy of the Cowboys. Our CEO can remember being fired up for the NFC Championship between Washington and Dallas and knew it was going to be a thing of beauty.

    It actually started when the Redskins were putting the finishing touches on a 21-7 win over the Vikings to set up the NFC Conference final when the chant “We want Dallas!! We want Dallas!!” resonated from the jam packed crowd at RFK. Just moments before, John Riggins who had rushed for 185 yard was in the midst of a curtain call, turned and gave a bow to the crowd sending them into a frenzy. Those sights and sounds reverberated throughout the stadium and CBS chose instead of showing the final plays of that game, panoramic views of the raucous fans.

    As for the rest of the Cowboy haters who gathered to watch this team go down again. Look no further than another bulletin board comment that jump started the festivities. It started with Dexter Manley professing in the paper that he “hated Dallas” that Monday that got the ball rolling. Then back and forth in the newspaper ensued from Danny White of the Cowboys, to Redskin owner Jack Kent Cooke, EVERYONE was stoking the fire. How bad did it get? There was even a heated argument about the game within the House of Representatives the Friday before the game and the late Thomas “Tip” O’Neill adjourned session an hour early. It was on!!!!

    Over a football game? Yes over a football game. The hating of Dallas really grew wings in the George Allen era. He preached it, lived it, and over all the treatment America’s Team received as a media darling kept breeding that hatred within rival teams. Real Redskin fans will talk with high regard of the fact that they beat Dallas in the ’72 NFC Championship when the Cowboys were defending champions. So here we were some 10 years later and all that animosity was a thing of the past right? After all new owner, new coach, new quarterback and cast of characters comprised the Redskins roster. Right?

    For a more visceral look:

    With that we were at an end of an era where other NFL teams were able to get their due as the 1980’s moved on. Media coverage transferred from Dallas to new teams coming from Chicago, the New York Giants, Denver Broncos, of course the 49ers and the Redskins who were dominant the rest of the decade. From this era came the nationwide fan base of the San Francisco 49ers much like the Steelers. The backlash of the “America’s Team” name and favorable coverage brewed hatred from the majority of NFL fans and players.

    Notice in these videos, the look in their eye and the description of elation for vanquishing the Dallas Cowboys of that era. In all three cases before the NFC Championship, where decorum was to be quiet, and not give the Cowboys bulletin board material. Coaches and owners in these instances were doing it let alone players. It set the table for things to come and put their organizations on high alert of what was expected of them.

    The hatred for everything Dallas began to dissipate at this time. There was some animosity left when the ’85 Bears bloodied them 44-0 in Texas Stadium after 9 straight losses to them. Yet by the time of Tom Landry’s departure, people felt bad about what happened to the Cowboys and watched the dismantling of a franchise with mixed emotions.

    You were almost mad that they were 1-15 in 1989, because the villain from Texas was gone. The Jimmy Johnson Cowboys of the 1990’s were an envied team, not a hated one. To be hated you had to be more than a good football team, and in retrospect that was what made hating the Dallas Cowboys worthwhile.

    The way they were marketed, branded, and packaged. The way their coach was treated like a God and their quarterback in Roger Staubach was the idol which gave way to Danny White. Well until these NFC Championship losses tarnished White’s legacy.

    Their cheerleaders were even made famous. They had telvision specials and still do to this very day. All of this tapped into the inferiority complex of many players and fans of other teams. When it came time to beat them for a championship or a game of importance, it was the Holy Grail.

    One of Taylor Blitz’s finest Sarah, shrugs it off and has this message “How ’bout them Cowboys?”

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