text: In 1963, Dallas fell back to 4–10.  In 1964, they posted another 5-8-1 campaign.  During this period, the Cowboys had the misfortune of being associated as the city where President Kennedy was assassinated. The Cowboys' success later in the decade largely contributed to restoring civic pride in Dallas after the assassination.
  During the early and mid-1960s, the Cowboys gradually built a contender. Quarterback Don Meredith was acquired in 1960, running back Don Perkins, linebacker Chuck Howley and Lilly were acquired in 1961, linebacker Lee Roy Jordan in 1963, cornerback Mel Renfro in 1964, and wide receiver Bob Hayes and running back Dan Reeves in 1965.
  1965–1969: First tastes of success and "Next Year's Champions"
  In 1965, the Cowboys went 7–7, achieving a .500 record for the first time.
  In 1966, the Cowboys posted their first winning season, finishing atop the Eastern Conference with a 10–3–1 record. Dallas sent eight players to the Pro Bowl, including Howley, Meredith, Perkins, and future Pro Football Hall of Fame members Hayes, Lilly, and Renfro. In their first-ever postseason appearance, the Cowboys faced the Green Bay Packers in the 1966 NFL Championship Game, with a trip to the first ever Super Bowl on the line. Green Bay defeated Dallas 34–27 by stopping the Cowboys on a goal line stand with 28 seconds remaining and went on to win Super Bowl I 35–10 against the Kansas City Chiefs.