Cowboys Cheerleaders

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Lore & Background

The foundation of the DCC was laid during the 1967 season when Bubbles Cash, a short-skirted performer, captivated the Cotton Bowl crowd while carrying cotton candy down the stands. Inspired by her popularity, GM Tex Schramm formed a new squad to boost attendance and profitability. For the 1970 season, the group became all-female with a focus on dance routines under Dee Brock's direction. A major turning point occurred in 1972 when choreographer Texie Waterman recruited an entirely new squad of adults over 18, introducing hotpants to replace traditional skirts and creating the classic DCC image. National fame surged in October 1977 with a Bob Shaw Esquire article and the first NFL cheerleader poster. That same year, they produced their own ABC special, "The 36 Most Beautiful Girls in Texas," and starred in the made-for-TV movie "Dallas Cowboys Cheerleaders" on January 14, 1979, which garnered a 48% national audience share just before Super Bowl XIII.

In Their Own Story

On January 14, 1979, one week prior to the Cowboys' Super Bowl XIII appearance, television screens across America filled with the made-for-TV movie "Dallas Cowboys Cheerleaders." Starring Bert Convy and Jane Seymour, the film captured a staggering 48% of the national television audience. The squad's cultural footprint expanded rapidly following this milestone; they appeared on NBC's Rock-n-Roll Sports Classic and ABC's The Osmond Brothers Special that same year. By the late 1970s and early 1980s, the group was frequently called the "Dallas Cowgirls," a name they legally defended in 1983 when two former members attempted to form a separate company using the title. Their reach extended globally as well; during the 1979 holiday season, they began USO tours for troops stationed in South Korea. Decades later, their legacy was documented in the November 2018 release of "Daughters of the Sexual Revolution: The Untold Story of the Dallas Cowboys Cheerleaders," which highlighted director Suzanne Mitchell's tenure from 1972 to 1989.

Reader's Guide

For fans seeking to understand the DCC, the transition from local high school talent to professional entertainers is key. In 1971, qualification rules expanded to include high school drill team officers, and by 1972, the squad became exclusively adult performers. The group has maintained a strong media presence through decades of reality television; "Dallas Cowboys Cheerleaders: Making the Team" aired on CMT from 2006 to 2021, following the annual audition process for "Training Camp Candidates" and "Veteran Candidates." After the show's cancellation, a new series titled "America's Sweethearts: Dallas Cowboys Cheerleaders" premiered on Netflix on June 20, 2024. Beyond the screen, the DCC remains active in community advocacy for female empowerment in the DFW metroplex. They have also performed at major international events, including opening ceremonies for the 1994 FIFA World Cup and United States Grands Prix races in Austin in 2013, 2018, 2021, and 2023.

Did You Know?

• The squad's concept originated after GM Tex Schramm saw performer Bubbles Cash attract significant attention at a 1967 game against the Atlanta Falcons.
• In 1972, qualification rules changed to ensure all squad members were over 18 years of age, allowing for a more revealing uniform design featuring hotpants.
• The made-for-TV movie "Dallas Cowboys Cheerleaders" aired on January 14, 1979, achieving a 48% share of the national television audience.
• In 1983, two former cheerleaders attempted to form a separate company called "Dallas Cowgirls" but were sued by the Dallas Cowboys Cheerleaders.
• A new reality series titled "America's Sweethearts: Dallas Cowboys Cheerleaders" premiered on Netflix on June 20, 2024.