The rivalry truly began in the early 1970s with three consecutive playoff meetings, was bolstered by Dwight Clark's legendary touchdown catch in the 1982 NFC Championship game and hit its peak a decade later when the franchises faced each other in three conference title matchups.
Such history isn't forgotten at San Francisco 49ers headquarters when the Dallas Cowboys are discussed.
"The very first t-shirt I wore to a game said 'F*** Dallas' on it," said 49ers kicker Joe Nedney, who was raised in nearby San Jose. "My mom was not happy, but I went to a 49er game as a kid and my dad got me that shirt. I was about 10.
"That's pretty much when I decided I needed to start hating the Dallas Cowboys. I didn't know why, but the shirt pretty much said it all."
But in recent years, the majority of cursing by Cowboys and 49ers fans has been aimed toward their own teams.
Ever since San Francisco's 38-28 playoff victory over Dallas en route to winning Super Bowl XXIX in January 1995, the 49ers began a gradual slide that reached bottom in 2004 with a 2-14 campaign. Dallas rebounded from that 49ers loss by winning Super Bowl XXX the following season, but the Cowboys also started slipping and are 0-4 in the playoffs since 1997.
Yet entering this season, there is more optimism surrounding both clubs since players like Jerry Rice and Troy Aikman were donning 49ers and Cowboys jerseys respectively. Dallas and Philadelphia are considered the frontrunners in the NFC East, while San Francisco appears ready to push Seattle for supremacy in the NFC West.
"When the coaches are convinced and the players are convinced, the sky is the limit," Cowboys outside linebacker DeMarcus Ware said. "We have great players on defense. We don't have any holes. On offense, it's the same way.
"Now, it's all about how it's going to jell together during the season. Are we going to be high the first part and low the second part? Teams that get there are consistent the whole way through."
Nedney is just as optimistic about San Francisco's chances.
"This is my third year here and we just keep building on it every year and haven't taken a step back," he said. "You can just kind of tell with the guys and the way we interact with players and coaching staff, there are little intangibles starting to build that you need to have a championship team.
"Having been on enough teams (eight) in the league, I can tell when there's a locker room full of guys just playing football and a locker room full of players who belong to a team. We've got that here. I believe this team is going to get back to championship status here pretty soon."
First things first, though.
San Francisco hasn't reached the playoffs or even posted a winning record since 2002, which was Steve Mariucci's final season coaching the squad. Mariucci wasn't able to win a Super Bowl like predecessors Bill Walsh and George Seifert, but he did lead San Francisco to postseason appearances in four of his six seasons.
That was much more than the brain trust of coach Dennis Erickson and general manager Terry Donahue produced in their two seasons running the 49ers. The duo will be remembered as a disaster because of San Francisco's poor on-field performance and roster decisions. Running back Kevan Barlow and cornerback Ahmad Plummer were given lucrative contract extensions that never paid dividends and first-day draft picks were wasted on such busts as wide receivers Rashaun Woods and Derek Hamilton and defensive end Andrew Williams.
49ers defensive tackle Bryant Young, who is the only remaining member of San Francisco's last Super Bowl squad, said the low point of his 14-year NFL career came in 2004 when the 49ers' only two victories came against an Arizona squad that finished a lowly 6-10.
"Going through that whole year, it was hard to see that light at the end of the tunnel," Young said. "At the time, you really had to be a pro because it was easy to pack it in and not go out and give your best."
Young said Mike Nolan immediately began to change that culture after being hired to essentially replace both Erickson and Donahue in 2005.
Trying to recapture the club's glory years, Nolan said 49ers owner John York wanted to install a coach with power over both personnel and on-field decisions a la the late Bill Walsh during the 1980s. Nolan — whose father Dick was San Francisco's head coach from 1968 to 1975 — oversees a front-office staff that has subsequently revamped San Francisco's roster with better drafts and free-agent acquisitions.
That includes a wild spending spree this off-season to net Nate Clements, who became the highest-paid cornerback in NFL history with an eight-year, $80 million contract, safety Michael Lewis and linebacker Tully Banta-Cain as well as the re-signing of standout running back Frank Gore to a four-year, $28 million extension.
Such moves could help the 49ers continue to rise in 2007 after improving from 4-12 to 7-9 in Nolan's first two seasons.
"I like to be in charge," Nolan told FOXSports.com after the team's final training camp practice. "It's not an issue of control, but you have to have control to be in charge. And although I hadn't done it before, John felt secure in offering me the job. If he envisioned what Bill had touched, I'd like to think I had the ability to touch those same areas.
"Now, it's certainly a long way to make it happen like with what Bill did. But at the same time, the structure in which we're doing things right now I would say is very similar to what he did."
The Cowboys are structured differently, with owner/general manager Jerry Jones and his staff handling front-office decisions. That helps explain why Jones was so willing to accept responsibility for Dallas' decline from being the NFL's elite franchise through the first half of the 1990s.
"The playoffs for me are not the issue," Jones told FOXSports.com during an interview at Cowboys headquarters in Irving, Texas. "I know they have to come first, but I've never thought about this team from a playoff contention standpoint. I've thought about it as a Super Bowl team.
"I've taken the risks in decision-making that give us a chance to be a Super Bowl team maybe more than what I thought another route might (entail). We haven't gotten it done and we've had some things really blow up in our face a couple of times. But the bottom line is I never thought we would be this long out of a Super Bowl."
Although the Cowboys are now on their fifth different head coach (Wade Phillips) in 11 seasons, Jones said his squad's biggest problem was establishing stability at quarterback. Jones said he expected Aikman to play "a minimum of four or five more years" before concussions and back problems forced him to retire after the 2000 season.
Since then, the Cowboys fielded eight different starters until finally settling on Tony Romo midway through the 2006 season. And even though he was voted to the Pro Bowl following a strong debut, Romo can hardly be considered a sure thing after he struggled with Dallas posting a 2-4 record in the final six games, including a 21-20 first-round playoff loss to Seattle in which he botched the hold on what would have been the game-winning field goal.
"Hopefully, we've got the kind of quarterback who can get us (to the Super Bowl)," said Jones, who has declined so far to sign Romo to a contract extension even though he is slated to become an unrestricted free agent in 2008. "It singularly doesn't get you there, but the only success I've ever known we've had a top quarterback."
At least Jones can be certain that Dallas will field a top-notch defense orchestrated by Phillips, whose unit in San Diego produced an NFL-best 61 sacks in 2006. Like with Chargers strong-side linebacker Shawne Merriman, Phillips has the services of one of the league's top young pass-rushers in Ware and arguably as much overall defensive talent to work with as he did with San Diego.
Players also are happy Phillips has instituted a more aggressive 3-4 system than the one previously used under former head coach Bill Parcells and defensive coordinator Mike Zimmer "This scheme is heavily predicated on the outside linebackers getting pressure," Cowboys inside linebacker Bradie James said. "The inside (linebackers) and D-linemen are moving around a lot more than before, so that hopefully creates negative plays in the backfield. That's what we've been missing — explosive plays on the defensive side of the ball."
Dallas and San Francisco aren't scheduled to play in the regular season. But the thought of meeting in the playoffs would bring the Cowboys-49ers feud into another generation.
"Growing up, that was the game you always looked forward to seeing," said 49ers fullback Moran Norris, a Houston native. "You've got two teams that have won a lot of Super Bowls, have a lot of history behind them and have had a lot of Pro Bowlers.
"If we keep it going, I'm sure it will be a game like it used to be back in the day."
Alex Marvez FOXSports.com