The Dallas Cowboys Cheerleaders (DCC) have long been a symbol of American glamour and athleticism. Now, thanks to Netflix's docu-series America's Sweethearts: Dallas Cowboys Cheerleaders, they have become a global phenomenon, surpassing even the football team in recognition. The series, which premiered its third season on 16 June 2025, follows the DCC through the football season, exposing the physical, emotional, and financial toll of the role.
A Beauty Pageant in Athletic Form
Kleine Powell, a star of the series, describes the DCC as "like a beauty pageant, but in athletic form." The show documents the grueling selection process, where director Kelli Finglass and her team whittle down hundreds of talented dancers to a final roster of 36. Unlike its predecessor, Dallas Cowboys Cheerleaders: Making the Team, the Netflix series stays with the cheerleaders throughout the season, revealing the high stress, sleepless nights, and multiple jobs they juggle.
Global Fame and New Anxieties
The series has catapulted the cheerleaders into individual fame. Finglass notes, "People all over the world know our names and our stories. Privacy is not really a commodity any of us have any more." However, this visibility brings new challenges, with Finglass questioning who is there for the right reasons. The show now attracts celebrities like Kacey Musgraves as a guest judge, and most DCCs have large social media followings, posting content on Instagram and TikTok.
Fighting for Fair Pay
In 2025, Powell was one of five cheerleaders instrumental in securing a historic 400% pay rise. Before that, members reportedly earned only $15 an hour plus appearance fees. Powell says, "Without the millions of eyes from the Netflix docu-series, I don't think we would've been hyped up enough to go into those meetings." She faced pushback from Finglass but persisted, stating, "I had to explain myself further and keep standing up for the girls, because at the end of the day, it is a financial opportunity."
The Price of Perfection
The series complicates the pristine image of the DCC, showing the work behind the smiles. Whiteley, known for Cheer and Last Chance U, is drawn to bodies pushed to their limits. Finglass, a former DCC herself, has seen a dramatic shift since the show's debut. "What we're experiencing now is more individual fame," she says. Powell, who now performs as an All-Star, reflects on the difficulty of leaving the uniform behind: "It symbolizes a loss of this certain part, this era of your life."
Looking Ahead
Both Finglass and Powell contemplate the future. Finglass looks forward to retirement and time with family, while Powell is excited to explore her creativity. The DCC demands self-sublimation, but the series has given millions a glimpse into the devotion and struggles behind the smiles. America's Sweethearts: Dallas Cowboys Cheerleaders is streaming on Netflix.
