The Dallas Cowboys Cheerleaders (DCC) have long been considered the gold standard of professional cheerleading. Now, they’re getting paid more like it.
In a major development revealed during Episode 7 of Season 2 of Netflix’s America’s Sweethearts, the Dallas Cowboys Cheerleaders announced they’ve secured a 400% pay raise heading into the 2025 NFL season. It’s the most significant known pay increase in the history of NFL cheerleading—and it didn’t happen overnight.
“This is a drastic change,” said veteran cheerleader Jada McLean, who has spent five seasons on the DCC. “It’s going to give the women on this team something we’ve never had before—financial stability.”
The Numbers Behind the Raise
Exact figures are not disclosed on the show, and the Cowboys organization declined to confirm new pay rates. But in a rare move, McLean spoke openly to The New York Times, stating that in 2024 she earned $15 an hour and $500 per appearance. With the raise, she said experienced veterans could now make more than $75 an hour.
Game-day rates, rehearsal pay, and special appearance fees have also reportedly increased under the new structure. However, the team remains classified as part-time employees, meaning cheerleaders still don’t receive employer-provided health insurance.
The shift marks a huge leap from what former DCC Erica Wilkins said she earned back in 2017—roughly $7 an hour with no overtime and just $200 per game. Wilkins sued the Cowboys in 2018 for wage violations, and the case was settled out of court in 2019. While that sparked headlines, it didn’t immediately lead to major structural change. Until now.
The Fight for Fair Pay—And the Pressure to Stay Silent
While the cheerleaders wear the most famous uniform in the NFL, their role behind the scenes has long been one of underpaid athleticism and strict standards. The Netflix series shows the hours of rehearsal, public appearances, and intense scrutiny involved in making—and keeping—a spot on the squad. Many cheerleaders also juggle full-time jobs or school in addition to their DCC responsibilities.
In America’s Sweethearts, McLean and fellow veterans Armani Latimer, Chandi Dayle, and Megan McElaney are seen discussing the pay gap over meals, between practices, and ultimately with team management. Their willingness to speak up came with risk.
“There was fear,” Latimer says in one scene. “We knew what happened to other teams that tried this.”
She’s not exaggerating. In 2014, the Buffalo Jills—cheerleaders for the Buffalo Bills—were disbanded after pushing for better workplace protections. Other squads have faced lawsuits, disbandment, or contract restructuring that left cheerleaders with even fewer protections.
“There were moments where I think we all broke down,” McLean admitted. “We didn’t know what the consequences would be.”
At one point, the DCC veterans even considered organizing a walkout if negotiations stalled.
A Director’s Support—and a Shift in Perspective
Director Kelli Finglass—herself a former DCC and longtime architect of the team’s modern image—supported the athletes’ request.
“This is 60-plus years long overdue,” Finglass said during the show, describing her own efforts to support the team by securing free cosmetic services, tanning, and hairstyling. While helpful, those perks paled in comparison to a sustainable paycheck.
Still, the organization did not immediately agree to changes. According to McLean and Latimer, when they first raised the issue with Cowboys leadership, they were met with a familiar response: “This just isn’t the time for that.”
But this time, the pressure didn’t fade. And neither did the public spotlight.
From Undervalued to Recognized: What This Means for Cheerleaders Everywhere
Dr. Daniel Kelly II, associate dean at NYU’s Tisch Institute for Global Sport, said the pay raise doesn’t just benefit DCC. It sends a ripple through the industry.
“This raises the market rate for all cheerleaders,” Kelly said. “It moves them above mascots and other entertainment staff, both financially and symbolically. It tells the NFL that cheerleaders are integral—not optional.”
The contrast highlighted in America’s Sweethearts is stark: Cowboys quarterback Dak Prescott earns $60 million per season. Meanwhile, the women performing weekly high-impact routines in front of 80,000 fans were earning hourly rates that mirrored service industry wages.
The new contract doesn’t solve everything. Cheerleaders remain part-time. They don’t receive health coverage. And while exposure from the Netflix series has helped some monetize their platforms, not every athlete can turn social media into income.
But this raise? It’s a start.
Beyond the Uniform
Being a DCC isn’t just about performing—it’s about upholding an image. The show explores the physical and emotional toll of maintaining the “Cowboys cheerleader look,” a standard that includes precise makeup, polished hair, body control, and constant scrutiny.
“You have to be ‘on’ at all times,” McLean says. “And if you’re not? It can cost you your spot.”
DCC hopefuls re-audition every year—including returning veterans. One missed step, one quiet performance, and a cheerleader can lose everything she’s built.
With 10 home games per season, weekly rehearsals, countless appearances, and marketing duties, being a DCC is a full-time commitment in everything but name—and now, finally, the paycheck reflects some of that.
The Bigger Picture for the Cheer Industry
The Dallas Cowboys Cheerleaders are more than a brand. They’re the face of NFL cheerleading. Their standards often become the industry’s standard.
Now, with this raise, they’re setting a new precedent.
This news comes as conversations around the Pro Cheer League and athlete compensation gain traction in the cheer world. While most professional cheerleaders and dancers still earn far below market rate compared to athletes and performers in similar industries, the tide may finally be turning.
“This is what happens when women advocate for themselves, when leadership listens, and when visibility meets accountability,” said Dr. Kelly.
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