The Dallas Cowboys have been waiting to make it to the Super Bowl for more than 30 years. But this dry spell hasn’t dented their confidence. Ahead of the 2026 season, the Texans are once again sending a clear message.

“This year is our year!”

This phrase, which is particularly popular among Dallas Cowboys fans as a way to herald a highly successful season, has long since become an internet meme.

No wonder—after all, there has been a wide gap between the Cowboys’ aspirations and reality for years. The last time they made it to the Super Bowl was in the 1995 season; since then, the franchise has been chasing a spot in the big game.

But if current head coach Brian Schottenheimer has his way, 2026 will be the Cowboys’ year again. “I make no secret of the fact that this is our goal. The Super Bowl takes place next year on February 14, 2027. We plan to be there,” he made clear on “The Twins Take” podcast.

Are the Cowboys living up to their potential?

Schottenheimer emphasizes, however, that this isn’t about his personal legacy. Instead, he wants to win the Super Bowl for everyone on the team.

“I want to win the Super Bowl. But I don’t want to win it for myself,” he said. “I want to win it for the people under my leadership. I want to win it for Dak Prescott. I want to win it for CeeDee Lamb, for Quinnen Williams, for all the players who put in so much hard work and make sacrifices as part of what we do.”

On paper, Dallas has a strong roster, especially on offense. CeeDee Lamb and George Pickens form what is arguably the best receiver duo in the NFL, and the defense was also bolstered with promising additions during the offseason and the draft.

Schottenheimer Plans Special Gesture for Late Father

If Brian Schottenheimer were to fulfill his dream of winning the Super Bowl, he would also be coming full circle for his family. His father, Marty Schottenheimer, who passed away in 2021 at the age of 77, is still considered one of the best head coaches in NFL history who never reached the Super Bowl.

With 200 regular-season wins, Marty Schottenheimer ranks seventh on the all-time list in NFL history. Every coach ranked ahead of him made it to the Super Bowl at least once. As head coach, he lost the AFC Championship Game three times: in 1986 and 1987 with the Denver Broncos, and in 1993 with the Kansas City Chiefs.

To honor his father, Brian Schottenheimer would fulfill a promise in the event of a victory. “I’ve said from the beginning that when we get our Super Bowl rings, I’ll take an extra one for my father,” he clarified.