Every year they are the big story, despite winning just five play-off games since their last Super Bowl three decades ago.

The Cowboys have only made the play-offs in 13 of the past 29 seasons, going 5-13 when they do, and not even making it to one NFC Championship – the game before the Super Bowl.

So in football terms they are an afterthought, an also-ran, but off the field they are a behemoth of marketing, revenue, glitz, glamour and headlines – even their cheerleaders have their own long-running reality TV show.

The stadium is packed out year after year, the money keeps rolling in and the Cowboys remain the centre of attention – but on the field futility reigns.

How long can it possibly continue?