In April 1966, the NFL added a second Thanksgiving game at the behest of television networks. On November 24, 1966, the Dallas Cowboys defeated the Cleveland Browns at the Cotton Bowl, 26-14, before 80,259 fans.
“It was a festive day for Dallas, make no mistake," wrote the Fort Worth Star-Telegram about the start of Dallas' Thanksgiving tradition_._ "As the bicarbonate began to take tension off throbbing waistbands in the audience, the Cowboys twice came from behind.”
Dallas got the game thanks to its savvy president and general manager Tex Schramm, considered one of the greatest innovators in NFL history. He later championed instant replay, wind-direction stripes on the goal post uprights and a referee's microphone, among other innovations.
“The league is trying something new by moving this game into prime television time, and we’re happy they picked Dallas," Schramm told the Associated Press about a holiday game for the Cowboys. "Normally, a Thanksgiving Day NFL game brings one of the biggest ratings of the year.”
Schramm said Texas’ appetite for Thanksgiving football motivated the franchise to secure a game on the holiday. "People in this area, because of the Texas-Texas A&M game, are used to having football with their turkey," he said. "We’re hopeful of adding to this tradition.”
The Cowboys hosted a Thanksgiving game annually through 1974. But Dallas didn't cement itself as host until after the NFL's failed attempt to market the St. Louis Cardinals and head coach Don Coryell’s high-flying offense. On Thanksgiving Day 1975 and 1977, the Cardinals hosted games. On Thanksgiving 1976, they played at Dallas. St. Louis lost all three games.
After the 1977 game, NFL commissioner Pete Rozelle asked Schramm if he wanted to take back the game in 1978. "I said only if we got it permanently," Schramm told the Chicago Tribune in 1998. "It’s something you have to build as tradition. He said, ‘It’s yours forever.’”
Schramm, who was inducted into the Pro Football Hall of Fame in 1991, was convinced the nationally televised Thanksgiving game played a major role in raising the Cowboys' profile.
In 2006, the NFL added a third game to its Thanksgiving lineup.