Dallas Cowboys owner Jerry Jones has articulated that the decision to sign quarterback Dak Prescott to a four-year, $240 million contract last September signifies that the franchise is committed to a win-now approach. In a conversation with Dianna Russini from Moneyline ahead of Super Bowl LIX, Jones expressed his disappointment at the Cowboys' absence from the championship game, noting, 'I wouldn't have signed Dak Prescott, the highest-paid player in the NFL, if now wasn't when we wanted to win.' His remarks underscore the urgency he feels for the team to contend for a title.

Jones further elaborated on his competitive vision during an interview with Rob Maaddi of the Associated Press, stating, 'The decisions I'm making are not based on rebuilding. They're based on competing, and competing now.' This sentiment reiterates that the investments made in the roster were aimed at immediate success rather than a long-term rebuilding phase. He reinforced the significance of Prescott's contract, highlighting that it was designed for the present rather than the future.

However, the commitment to Prescott did not translate into success on the field during the 2024 season. The quarterback, who played only eight games, led the Cowboys to a challenging 3-5 start before suffering a hamstring injury that led to season-ending surgery. With Cooper Rush stepping in, the team ultimately finished the year with a 7-10 record, missing the playoffs. Looking ahead, the competition in the NFC East is intensifying, especially with the Washington Commanders reaching the NFC Championship Game and the Philadelphia Eagles bolstering their offense by adding Saquon Barkley. To enhance the Cowboys' prospects for the upcoming season, Jones may need to focus on retaining key free agents and addressing areas of need, such as wide receiver, to ensure the franchise remains competitive under first-time head coach Brian Schottenheimer.