Bob Ryan, now Vice President and editor-in-chief of NFL Films, coined this for the Cowboys while preparing and editing the team’s 1978 season highlight film. He was quoted as saying:
So much for saying it was Tex Schramm or any other person in the Cowboys organization.
During the Cowboys' first game of the 1979 season, a nationally televised game against the St. Louis Cardinals (which Dallas won 22-21), the television announcer for CBS introduced the Cowboys as America’s Team and the name stuck.Dallas' Hall of Fame coach Tom Landry originally did not approve of the appellation of America's Team. He felt that it would give opposing teams extra incentive to play harder. Eventually he gave in and actually came to like the name.