Salute to Service Week
Salute to Service Week is an annual Dallas Cowboys tradition featuring a range of military- and veteran-focused outreach efforts leading up to Veterans Day. Centered on the organization's relationship with the National Medal of Honor Museum (NMOHM), the week impacts veterans, active-duty service members, military spouses, youth and families through meaningful programming. A key activation included an NFL Character Playbook Live event at the NMOHM for Arlington middle schoolers, as well as classrooms attending online from across the country, with notable leaders: Cowboys Tight End Jake Ferguson, DCC Brooklyn, Medal of Honor recipient U.S. Army PFC (Ret.) James McCloughan, and virtual guests from the New York Giants and Arizona Cardinals. The club also hosted an Operation Shower baby shower for military mothers-to-be in partnership with PepsiCo and Nuna Baby; a Veterans Appreciation Lunch at the museum presented by Lowe's featuring current players and alumni; and a Veterans Career Development Workshop with Boeing supporting veterans, transitioning service members, and military families.
Salute to Service Game
The Dallas Cowboys, alongside the NFL, host an annual Salute to Service campaign each fall, honoring members of all six military branches with a continued emphasis on the National Medal of Honor Museum. The 2025 celebration culminated on Nov. 10 at AT&T Stadium versus the Philadelphia Eagles, featuring impactful tributes throughout the game. Former President George W. Bush and First Lady Laura Bush participated in the coin toss, while Medal of Honor recipients stood alongside players and coaches during the National Anthem. Halftime recognized active-duty service members and Medal of Honor recipients, highlighted by a performance from recording artist Lee Greenwood. The day also included a 50/50 raffle, where one Cowboys fan shared a $160,000 jackpot with the National Medal of Honor Museum. In 2023, the Dallas Cowboys began dedicating the Salute to Service game's 50/50 raffle to the National Medal of Honor Museum. Since that time, the game has raised more than $200,000 for the museum foundation and its mission.
Military Days at Training Camp
During summer training camp in Oxnard, California, and at The Star in Frisco, the Cowboys provide military families of nearby military installations - notably the Naval Base Ventura County at Point Mugu, Fort Hood in Killeen, TX and the Naval Air Station Joint Reserve Base in Fort Worth - with special opportunities to interact with the team before and after training camp practices. In partnership with USAA, the team provides an elevated experience for military and first responders during Heroes Appreciation Day at camp.
Dallas Cowboys Cheerleaders + USO
The Dallas Cowboys Cheerleaders have participated in USO visits to troops in more than 200 locations since their first tour on Christmas Day 1979. In 2026 the Dallas Cowboys Cheerleaders participated in their 87th tour by hosting dance performances, a youth cheer clinic, and meet and greets with service members and families in Germany.
