America's Sweethearts: The Evolution of the Dallas Cowboys Cheerleaders
The Dallas Cowboys were the pioneers in introducing a modern-style cheerleading squad in the NFL, thanks to owner Tex Schramm's decision in the early 1970s. The team had cheerleaders since 1961, but with the inauguration of Texas Stadium, Schramm aimed to elevate the entertainment value on the sidelines. As the Cowboys gained popularity as "America's Team" in the early 1980s, the cheerleaders earned the endearing moniker of "America's Sweethearts."
The Cowboys cheerleaders have since become a cultural phenomenon, with their iconic status transcending time. They now embark on annual tours across the country during the offseason, performing in amphitheaters and concert venues. In 2024, Netflix even launched a show dedicated to the squad, further solidifying their place in popular culture.
Despite their iconic status, the cheerleaders were historically underpaid. While there has been a significant increase in their salaries in recent years, the average pay for a Cowboys cheerleader is estimated to be around $75,000. This marks a substantial improvement from the meager wages that former cheerleader Erica Wilkins highlighted in her 2018 lawsuit against the team, where she claimed to earn only $7 per hour and $200 per game.
The exact compensation for Cowboys cheerleaders remains somewhat ambiguous. One cheerleader mentioned receiving a substantial pay raise of approximately 300% for the latest football season. This figure far surpasses the reported salaries of cheerleaders from other teams, some of whom earned as little as $22,500 annually in 2024.
It is worth noting that the estimated $75,000 salary for Cowboys cheerleaders may not encompass earnings from their tours or the Netflix show. Consequently, some members of the squad likely earn well into the six figures annually, further highlighting the financial rewards that come with being part of this iconic cheerleading team.