The Dallas Cowboys’ AT&T Stadium offers fans a unique experience few other teams match: a close-up look at player areas, including weight rooms and training zones. Owner Jerry Jones has come forward to address the backlash this policy is facing, stating that worries over fan access affecting player focus are “ridiculous.”
Jones recently shared his perspective on The K&C Masterpiece on 105.3 The Fan, where he discussed the benefits of these tours and dismissed the idea that fans’ proximity could negatively impact the players. “That’s ridiculous,” Jones said, making it clear he views the tours as more of an asset than a distraction.
The issue drew national attention when ESPN’s Kalyn Kahler highlighted the Cowboys’ atypical access policy, which has fans as close as three feet from players during certain workouts. Kahler reported a recent example where visitors could observe quarterback Dak Prescott in pre-game preparations—a view unlike anything most NFL stadiums offer.
Some former and current players, however, have voiced concern. Dalton Schultz, ex-Cowboys tight end now with the Houston Texans, likened the atmosphere to a “zoo,” saying on The Pat McAfee Show that the tours often disrupt the team’s focus. Wide receiver CeeDee Lamb has expressed mild concern, noting that players are well aware of their visibility and need to maintain focus despite it. Prescott, meanwhile, has downplayed the issue, insisting that players know how to keep their minds on the game.
For Jones, the tours aren’t just about fan engagement but about business. These tours bring in approximately $10 million annually, money that supports the Cowboys and contributes to the NFL’s overall revenue, which in turn helps raise the league-wide salary cap. It’s a strategy that aligns with Jones’ longtime advocacy for creative revenue streams to fund competitive rosters.
As the Cowboys prepare for a pivotal matchup against the San Francisco 49ers this Sunday, Jones is focused on leveraging every angle to support the team. And if fan tours keep Dallas financially ahead, he’ll keep the doors open—even if a few critics don’t love it.
