George Pickens has taken some heat lately - and sure, his last two outings against the Lions and Vikings weren’t exactly highlight-reel material. Just 70 yards combined over those games isn’t what we’ve come to expect from a guy who’s been one of the NFL’s most productive receivers this season.
But let’s not get lost in the moment. Zoom out, and the bigger picture is clear: the Dallas Cowboys would be making a serious mistake if they didn’t make a real push to keep Pickens in the fold.
Despite the recent dip in production, Pickens is still sitting third in the league in receiving yards with 1,212 - a career-high. He’s also posted personal bests in both receptions (81) and touchdowns (8), all while complementing CeeDee Lamb in one of the most dynamic receiver duos in football.
That’s no small feat. And with his contract expiring, this breakout campaign is about to pay off in a big way.
Now, is he going to reset the wide receiver market with a $40 million-per-year deal? Probably not.
But the Cowboys have options, and one of the most straightforward is the franchise tag. Tagging Pickens would keep him in Dallas for another season at around $28 million - a number that might feel steep at first glance, but in today’s market for elite receivers, that’s actually a manageable figure.
Especially when you consider what other teams would have to shell out to bring in a player of his caliber.
Keeping Pickens and Lamb together gives Dak Prescott the kind of firepower that’s helped him lead the league in passing. That chemistry isn’t something you want to gamble with, especially when you’re trying to stay in the NFC’s top tier.
And it sounds like that’s the direction the Cowboys are leaning. Jerry Jones made it clear there’s been “no” indication that Pickens’ recent slump changes how the team views his future.
But then came a curveball from The Ringer’s Bill Simmons, who floated an alternate franchise tag candidate: kicker Brandon Aubrey.
“Who do you franchise tag if you’re Jerry, Brandon Aubrey or George Pickens?” asked co-host Sal “Cousin Sal” Iacono.
Simmons didn’t hesitate. “Aubrey,” he said. “Kickers aren’t even that expensive.”
Technically, he’s right. Aubrey is projected to command around $6.7 million on his next deal - a far cry from what it’ll take to tag Pickens.
But here’s the thing: that $6.7 million would still make Aubrey the highest-paid kicker in NFL history. And more importantly, that’s not the kind of money you need to use a franchise tag on.
Kickers, even elite ones, rarely require that level of leverage to retain.
If Dallas were to use the franchise tag on Aubrey, they’d be rolling the dice on their ability to re-sign Pickens once he hits the open market. And that’s a gamble that could backfire in a big way.
Pickens has been a catalyst for this offense. He’s not just putting up numbers - he’s helped reshape the narrative around himself since arriving from Pittsburgh, shedding the “immaturity” label and stepping into a legitimate WR1 role.
So when Simmons shrugs and says, “That’s fine,” about potentially letting Pickens walk?
Well, it’s really not.
This Cowboys offense has found its rhythm, and Pickens is a big part of the melody. If Dallas wants to keep the band together - Prescott dealing, Lamb stretching the field, and Pickens punishing secondaries - then the path forward is clear.
Use the tag if you must. But don’t overthink it.
You don’t let a top-three receiver walk because you’re worried about overpaying a kicker.
This is about keeping your offensive core intact. And right now, that core includes George Pickens.