The history of the Dallas Cowboys Cheerleaders: How they became a global brand

The Dallas Cowboys Cheerleaders are arguably more famous than most NFL teams. Here is how a sideline squad became a cultural institution.

The origin (1972): The original CCC squad was a co-ed group of high school students. Tex Schramm, the Cowboys GM, wanted something different. In 1972, he hired choreographer Texie Waterman to create an all-female squad with professional dance standards. Source: Dallas Cowboys Cheerleaders official history.

The breakthrough (1976): During Super Bowl X, a camera lingered on cheerleader Gwenda Swager and the image went national. The poster of the DCC in their iconic uniform became one of the best-selling posters in American history.

The business:

• The DCC have their own reality show on CMT (now in its 16th season as "Dallas Cowboys Cheerleaders: Making the Team")
• They perform at over 300 events per year outside of games. Source: DCC official website.
• The uniform — designed by Paula Van Waggoner in 1972 — has barely changed in 50+ years. It is one of the most recognizable uniforms in sports.
• USO tours: The DCC have performed for troops overseas more than any other NFL cheerleading squad.

The Netflix effect: The 2024 Netflix docuseries "America's Sweethearts" brought the DCC to an entirely new audience. Viewership of the CMT show increased 40% after the Netflix release. Source: Variety reporting.

Audition by the numbers:

• Approximately 500+ women audition each year
• 36 make the final squad
• Acceptance rate: roughly 7%
• Pay: Historically low relative to the brand value. Recent reporting suggests $15-20 per hour for games, with additional compensation for appearances.

Sources:

• Dallas Cowboys Cheerleaders official history
• Variety — Netflix viewership data
• Dallas Morning News — DCC coverage
• ESPN 30 for 30 — "The Franchise"