The Dallas Cowboys have officially signaled their intent to place the franchise tag on star wide receiver George Pickens. By applying this designation, the front office ensures that one of their most important offensive weapons remains under Cowboys control and prevents other teams from entering a bidding war for his services. It is a strategic move that reflects both his value and the team’s desire to maintain a strong offense.
Since arriving in Dallas, Pickens has given the Cowboys offense a double dose of goodness at wide receiver. He racked up career highs in essentially everything, even outproducing the team’s original wide receiving star, CeeDee Lamb, albeit Lamb missed a few games. Pickens ability to track deep balls and win contested catches has provided a massive boost to the Cowboys’ offense, making him a favorite target of Dak Prescott in high-pressure situations. It is truly remarkable what a receiver can accomplish when he is not spending half the game wondering if the ball will actually land in his zip code.
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Now, with the tag looming in his future, Pickens will be catching passes in Texas for a bit longer. The only question remaining is, what’s coming next? The franchise tag is a common tactic, but it is used for different things. To get a better sense of what could be coming down the pike, here is how the Cowboys have used this before.
The franchise tag is frequently used as a placeholder to keep prized possessions off the open market while both parties negotiate a long-term extension. Prescott serves as a prime example of this tactic, as he played under the tag before eventually signing a record-breaking deal that solidified his future with the franchise. This mechanism allows the team to protect its assets from the chaos of free agency while the negotiating parties figure out the contract details.
Teams also use the franchise tag to buy an extra year of evaluation, essentially challenging a player to prove that their high level of play is repeatable. DeMarcus Lawrence experienced this firsthand, playing under the tag to demonstrate his consistency and health before the Cowboys committed to a massive multi-year investment. This approach provides the organization with a safety net, ensuring they are not overpaying for a flash in the pan performance. It is a bit like a highly compensated probation period where the employee has to prove they are worth the salary while the boss watches from the press box.
In some instances, the franchise tag is used as a short-term rental to bridge the gap while the front office identifies and develops a younger, cheaper replacement. Dalton Schultz was tagged to hold down the tight end position for one final season before the team transitioned to Jake Ferguson the following year. This allows a team to remain competitive without compromising its long-term salary cap flexibility.
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Which of these scenarios applies to Pickens? Considering the Cowboys spent a third-round pick to acquire him and the fact that he has been everything they could have hoped for, this one seems very likely to fall into the placeholder category. While the details of what happens next are still TBD, at the very least, fans can rest easy knowing that for the next year, the only time he’s catching passes in other cities is when the Cowboys are on the road.
