Holiday Hospital Visits
Led by Gene Jones and Charlotte Jones, the entire Dallas Cowboys team has participated in annual Christmas visits at local children's hospitals since the Jones family's first season as team owners in 1989. Cowboys players and cheerleaders annually deliver Cowboys goodies and toys courtesy of the team and the UnitedHealthcare to nearly 800 children seeking treatment from four local children's hospitals over the holiday season.
Character Playbook
Powered by EverFi, the Dallas Cowboys Character Playbook program serves thousands of middle school students each year throughout the North Texas and across the U.S. During the 2025-2026 school year, the program included hybrid events at The Star in Frisco, local schools and the National Medal of Honor Museum reaching over 12,000 local and national students for more than 13,524 hours of learning. Live events focused on Salute to Service and integrity, Black History, Women's History, Hispanic Heritage and more. In 2025-2026, more than 125 schools actively participated in the Dallas Cowboys Character Playbook Programs, with nearly 66 percent of those students coming from low to moderate income schools. More than 13,000 hours of learning occurred across the school year.
PLAY 60 Week
The Dallas Cowboys celebrate the NFL PLAY 60 movement during the season through a week-long schedule of events aimed at getting kids up and active for at least 60-minutes a day. PLAY 60 Week traditionally includes Cowboys rookies, alumni, cheerleaders, and mascot Rowdy hosting a variety of youth outreach events that encourage youth health and wellness. In 2025, PLAY 60 Week was presented by Texas Lottery.
Taste of the Cowboys Youth Challenge
The Taste of the Cowboys Challenge - a youth cooking competition presented by Dairy MAX and supported by Legends Hospitality, and Gene and Jerry Jones Family Foundation - challenges local high school culinary teams to an Iron Chef and Chopped-inspired competition to create a three-course "tailgate themed" meal using ingredients commonly donated to the North Texas Food Bank. Over the program's nine-year run, more than $120,000 has been granted to local high school culinary teams through the competition. New for 2026, the competition schools were offered the experience to visit the We Over Me urban farm located on the campus of Paul Quinn College in South Dallas. The tour allowed students to hear from chef and farm experts about their career paths and the different way to address food insecurity in urban food deserts.
Make-A-Wish Foundation
The Cowboys have partnered with the Make-A-Wish Foundation of North Texas since 1992 to grant more than 425 wishes for youth from over 41 states, Canada and Mexico. These "Wish Kids" are invited to tour the team's training facility, watch practice and meet their favorite players before going to AT&T Stadium with their families to be the Cowboys VIP guest during a home game. The Dallas Cowboys partner with Lucas Oil to elevate the "Wish Kids" experience with additional fan gear and more.
Children's Cancer Fund Support
The Cowboys are proud to participate in the annual Children's Cancer Fund Fashion Show as celebrity escorts for pediatric cancer patients and survivors modeling on the runway accompanied by Dallas Cowboys players, Legends, Cheerleaders and mascot Rowdy. Led by honorary event chairs Cowboys Legend Troy Aikman and Quarterback Dak Prescott, this year's event raised a record-breaking $4 million for children's cancer research at Children's Medical Center Dallas annually, while creating a positive experience for dozens of children undergoing cancer treatment.
