In 1966, Schramm helped start negotiations between the NFL and the American Football League, which led to the 1970 merger as well as the first Super Bowl in 1967. Schramm was also known for his innovations that helped redefine the modern NFL, such as forming the Dallas Cowboys cheerleaders, using computer technology in scouting, and instant replay.
Tex Schramm was president and general manager of the Dallas Cowboys from 1960 through 1989. During his tenure, he hired legendary coach Tom Landry and oversaw the Cowboys rise as one of the NFL's elite franchises, nicknamed "America's Team." The Cowboys under coach Landry won the Super Bowl in 1972 and 1978 and appeared in five total.
In 1991, Schramm was inducted into the NFL Hall of Fame. In October 2003, Schramm will become the 12th person selected into the Dallas Cowboys "Ring of Honor".
Schramm died on July 15, 2003, at the age of 83.