Cowboys Give Back: As America Heads Back to School, Dallas’ Team Puts Students First
Every August, a familiar rhythm sweeps across the United States. Families wander the aisles of Target and Walmart, filling shopping carts with pencils, binders, sneakers, and lunchboxes. Teenagers say bittersweet goodbyes to their carefree summers, while younger children tighten the straps of new backpacks, eager—and sometimes anxious—for the school year to begin.
But behind the smiles of first-day photos and the excitement of fresh notebooks lies a hard reality. For millions of families, the “back to school” season is one of the most financially stressful times of the year. According to a 2025 survey by the National Retail Federation, the average American household is expected to spend more than $890 on school-related costs, from supplies to electronics. For low-income families, those figures can feel impossible.
That’s where the Dallas Cowboys have decided to step in.
A Football Team with a Classroom Mission
For decades, the Cowboys have been known as “America’s Team,” a franchise synonymous with Sunday glory, star-studded rosters, and one of the most passionate fan bases in all of sports. But in Dallas and across North Texas, the Cowboys are working to make sure their impact goes far beyond the gridiron. This year, as students return to classrooms across the nation, the organization has doubled down on its commitment to education—launching new back-to-school initiatives aimed at giving every child a fair start.
At AT&T Stadium earlier this month, the team hosted its annual Back to School Kickoff, an event that has quietly become one of the largest charitable efforts of its kind in the state. Partnering with the Gene and Jerry Jones Family Foundation, the Cowboys distributed more than 6,000 backpacks filled with supplies to local students. For many children, it meant receiving the first brand-new set of tools they had ever brought to school.
Cowboys owner Jerry Jones, who attended alongside several players and cheerleaders, framed the event as part of the team’s larger purpose.
“Football is what we do,” Jones said, “but this—helping kids chase their dreams—that’s who we are. Every child in this community deserves the chance to walk into school confident and prepared.”
Players Leading by Example
It wasn’t just a front-office initiative. Several Cowboys players—some of whom know firsthand the challenges of growing up without much—volunteered at the event, passing out backpacks, signing autographs, and chatting with families.
Linebacker Micah Parsons, now one of the faces of the franchise, shared that his own back-to-school seasons weren’t always easy.
“I remember my mom stressing out about buying supplies,” Parsons recalled. “Sometimes we didn’t have everything on the list. So for me to be here now, handing a kid a backpack, making them smile—that’s bigger than a sack or a touchdown.”
Quarterback Dak Prescott, who has made education a cornerstone of his own foundation, spoke about the link between football and learning.
“We talk a lot about preparation in this game,” Prescott said. “You study film, you practice, you get your mind right. It’s the same in school. If kids don’t have the tools, they’re already playing from behind. I want to do whatever I can to level the playing field.”
The Broader Context: Rising Costs, Rising Need
The Cowboys’ back-to-school push comes at a time when the costs of education in America are soaring. Beyond basic supplies, schools now expect students to arrive with laptops, calculators, and internet access—items that remain out of reach for many households. In Dallas County alone, more than 60% of public school students qualify for free or reduced-price lunches, a federal marker of economic hardship.
Charities and nonprofits have long tried to fill the gap, but when a franchise as visible as the Cowboys throws its weight behind the effort, it amplifies both awareness and resources. The star on the helmet becomes more than a sports symbol—it becomes a beacon for community responsibility.
Education advocates say that kind of visibility matters.
“When kids see their heroes investing in their future, it changes the way they view themselves,” said Maria Hernandez, a local teacher who attended the kickoff event with her students. “It tells them they matter, that someone believes in them. That’s a powerful motivator.”
Stories That Stick
For nine-year-old Jayden, a third-grader from Arlington, the Cowboys’ event was more than just a free backpack—it was a dream come true. Wearing a faded CeeDee Lamb jersey, he got the chance to meet the wide receiver in person. When Lamb handed him a new backpack stuffed with supplies, Jayden beamed.
“I’m going to use this for math,” he said, clutching a fresh pack of pencils. “And I’m going to be fast like CeeDee one day.”
His mother, working two jobs to make ends meet, admitted that without the giveaway, she wasn’t sure how she would have afforded everything on the school list.
“The Cowboys saved us,” she said simply.
Cheerleaders and Community Spirit
The Dallas Cowboys Cheerleaders, often dubbed “America’s Sweethearts,” also played a role, hosting reading sessions and organizing interactive games for kids during the event. Their presence wasn’t just about entertainment—it was about encouragement.
“Cheer is about lifting people up,” one veteran DCC said. “And what better way to do that than to cheer for kids as they head into a new school year?”
From the Stadium to the Classroom
The Cowboys’ commitment doesn’t end with one event. The team continues to invest in year-round programs—scholarships for high school seniors, mentoring partnerships with teachers, and technology grants for underfunded schools. The vision, team officials say, is to create a culture where every child, no matter their background, feels they have a shot at success.
In a time when the national conversation about education often revolves around inequality and shortages, the Cowboys’ efforts offer a model for how professional sports organizations can use their platform to create tangible change.
A Message Beyond Football
As the season approaches, fans will once again pack AT&T Stadium, donning blue and silver, shouting for touchdowns and defensive stops. But off the field, the Cowboys are scoring in ways that won’t show up on the scoreboard.
Back to school is a reminder that while football is a game, education is the real championship. And in Dallas, the Cowboys are making sure kids have the equipment they need to compete.
Or, as Dak Prescott put it:
“We’re building the future—one backpack, one kid, one classroom at a time.”
