In the 20th century, professional sports rivalries were set in stone. Celtics-Lakers, Yankees-Red Sox, Packers-Bears, to name a few. The disdain was palpable between players and fans alike. Specifically, fans dedicated energy to making opposing supporters the object of scorn. One could catch hell for walking down the street with the wrong apparel in the wrong city.
In 2022, that isn’t the case. Perhaps it’s a sign of growth that blatant defamation isn’t the standard between fanbases. On the other hand, some might argue that those feuds have just moved to the internet. Most perceive the San Francisco 49ers-Dallas Cowboys rivalry to have followed this path of flamed-out conflict. During the 1970s, 80s, and 90s, the two franchises became familiar foes. They brawled for NFC supremacy and, in many cases, a trip to the Super Bowl. Since 1995 – their last playoff matchup – that storied strife has been dormant. This Sunday, it will be renewed.
The 49ers and Cowboys meet at 1:30 p.m. PST on Sunday in what has been advertised as arguably the best game of the weekend. NFL Films is hard at work, conjuring up some of the countless historic moments that will be televised throughout the game. Roger Staubach’s comeback in 1972, Steve Young’s performance in 1994, and of course, The Catch. Clips of those will likely make their way onto viewers' preferred streaming devices, a reminder of what the rivalry was and still is. The rivalry is alive because it has evolved. Neither team is a heavyweight fighter, but heavyweights aren’t the draw they used to be. Viewers are more interested in the product. All the pent-up feelings left from years ago will arise among older fans. The younger fans who didn’t experience it will finally get to join in. This game can bring together generations, unlike any other Wild Card game on the slate.
Some have argued that the rivalry has been buried because of the aforementioned gap. Since the turn of the millennium, there have been 10 regular-season matchups without much on the line. During that time, both teams moved into new venues while not living up to historic standards. The 49ers have been to two Super Bowls in the past decade, but both times came up short. Meanwhile, the Cowboys have not been to a conference championship since they last faced San Francisco in the postseason. To have experienced that last meaningful matchup in 1995, you’d have to be in your 30s. However, this game is significant as elimination means heartbreak. Do-or-die games elicit emotion from fans and both bases have a vault of past experiences to draw from. Whether those experiences are first-hand or passed down, 49ers and Cowboys fans will link arms on Sunday in their disdain of each other.
Another argument that’s circulating is the perceived exodus of native San Franciscans and Dallas(ians?) in recent years, especially since the pandemic. However, that may not be true. In October 2021, the Dallas Business Journal released a report showing that San Francisco ranked fourth among major cities that lost the most workers to the Dallas—Fort Worth metroplex. San Francisco wasn’t in the top 10 before the pandemic. There are still plenty of 49ers fans, they just may be residing in enemy territory.
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Although neither side is the powerhouse of old, parity adds excitement. Both teams are loaded with talent but have had puzzling performances this season. They also enter the playoffs with momentum. Dallas won five of its past six games while San Francisco won seven of nine. Dallas is the top scoring offense in the league but was barely above .500 (6-5) against teams outside of theNFC East. Meanwhile, the 49ers somehow became a sexy upset pick by much of the national media. The sharp betting reflects that with 51 percent of the money coming in on the three-point favored Cowboys, per Circa Sports. The uncertainty creates tension. That strain is memorable.
We cannot know how history will look back on this game. Jimmy Garoppolo and Dak Prescott are unlikely to enter the Joe Montana or Troy Aikman stratosphere, but this game can still be damn good. Both fanbases think they have a chance, adding an extra layer. The rivalry has taken a couple of decades to get to this point, but the rivalry still matters. Both teams have two of the most recognized brands in sports. They are both NFL blue bloods. 49ers and Cowboys fans will still be at each other’s throats. Even if a large populace of 49ers supporters aren't inside of AT&T Stadium, there will still be a hoard cheering them on. Sports rivalries are for the fans. On Sunday, we will see why this one mattered before and will matter again.
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