‘America’s Sweethearts’ Documentary Uncovers Massive 400% Pay Increase for Dallas Cowboys Cheerleaders.
The iconic Dallas Cowboys Cheerleaders have long been a symbol of American pop culture, professional sports glamour, and the dazzling spectacle of the NFL. For decades, these women have performed under the lights of one of the biggest stages in sports, captivating fans with their precision, charisma, and athleticism. But behind the glitz and fame, a lesser-known story has simmered for years—one of underappreciation, financial disparity, and calls for fair compensation. Now, with the release of the new documentary America’s Sweethearts, the spotlight is not just on the performances but on the pay. The film has revealed a groundbreaking 400 percent salary increase for the cheerleaders, signaling a long-overdue recognition of their value and contribution to the Cowboys franchise and professional cheerleading as a whole.
For many, the Dallas Cowboys Cheerleaders represent the pinnacle of the profession. They are widely regarded as the most famous cheerleading squad in the world, and the organization itself has capitalized on that fame through appearances, merchandise, reality shows, and more. Yet, despite the prestige and visibility, cheerleaders historically earned shockingly low wages relative to the demands of the job. Reports over the years have detailed long rehearsals, grueling training camps, personal appearance requirements, travel, and game-day responsibilities—all for a paycheck that barely registered in the realm of professional sports salaries. At one point, Cowboys cheerleaders were believed to be earning only about $15 per hour, a figure that stood in stark contrast to the billions generated by the NFL and the massive revenue streams flowing into the Cowboys organization, one of the most valuable sports franchises in the world.
The unveiling of the 400 percent raise has caused a stir not just among fans and former cheerleaders, but across the broader sports world. It marks a transformative moment in a long-fought battle for equity and respect in a profession too often treated as ornamental rather than essential. Through candid interviews, behind-the-scenes footage, and raw emotional moments, America’s Sweethearts shines a new light on the individuals behind the uniforms. It reveals the hard work, sacrifices, and professional integrity that these women bring to the role. Their job is not merely to entertain but to represent an entire brand, serve as community ambassadors, and function under the same intense public scrutiny that players and coaches experience.
The documentary’s revelations also draw attention to a broader industry-wide issue. Cheerleaders in professional sports—especially in the NFL—have for years faced similar conditions of underpayment and minimal benefits. Legal action has periodically brought the matter to court, with multiple lawsuits over the last decade resulting in settlements and quiet pay bumps. However, none of those instances carried the weight and visibility of this latest change in Dallas. When the most well-known cheerleading squad makes a move, others pay attention. The 400 percent raise could now serve as a benchmark, an example that may ripple through the NFL and inspire other teams to reconsider their compensation structures.
From a business perspective, it’s difficult to argue that the Cowboys Cheerleaders haven’t earned their financial due. The organization has been featured in countless media ventures, from the classic television specials of the 1970s to the more recent Making the Team reality series that ran for over a decade on CMT. The cheerleaders perform not just at games but also at charity events, international tours, military base visits, and corporate functions. In many ways, they are walking advertisements for the Cowboys brand and have helped solidify the team’s identity as “America’s Team.” That kind of global branding power is not accidental. It has been meticulously crafted through years of consistent representation, and the cheerleaders have been front and center in that effort.
The financial increase also touches on a deeper societal issue—the value placed on women’s labor, especially in performance and service industries. For years, critics argued that the cheerleaders’ visibility and fame were compensation enough. But fame does not pay rent. It does not fund medical expenses or student loans. These women, like anyone else in a high-demand professional role, deserve to be compensated fairly for the work they do and the time they invest. The cheerleaders are required to maintain strict physical standards, attend countless rehearsals, memorize dozens of routines, and be available for media and public appearances. All of this is in addition to jobs, schooling, or personal commitments they may have. The raise is not just symbolic—it’s a tangible affirmation of their worth.
While some skeptics might suggest that a 400 percent raise seems extreme, it’s worth examining the actual figures. If the starting wage was previously around $15 per hour or roughly $4,000 per season, the raise brings that number closer to $20,000—still a far cry from what NFL players or even team staff earn, but undeniably more appropriate given the responsibilities. This bump in pay is not about turning cheerleaders into millionaires but about leveling a playing field that has long been tilted. It’s about offering a wage that matches the job description and respecting the professionals who fill those roles.
The impact of the raise has already begun to show within the organization. Morale among current cheerleaders has reportedly surged. With better compensation comes a deeper sense of appreciation and motivation. The raise also opens the door to more economic diversity within the squad. In the past, some talented dancers may have foregone the opportunity because they simply couldn’t afford to work for such low wages. With a more reasonable salary, the DCC may now attract an even wider range of applicants, increasing diversity and expanding the squad’s reach and influence.
Former cheerleaders have also spoken out in support of the raise, with many expressing joy that current team members are finally being compensated in a way that reflects the realities of the job. Some, however, have voiced bittersweet feelings, noting that they gave years of service for wages that now seem unjustly low in hindsight. Their support, though, remains a testament to the sisterhood that exists among DCC alumni and a hope that the raise signals the start of more widespread change across the NFL and professional cheerleading.
One of the most powerful aspects of America’s Sweethearts is its ability to humanize the women behind the makeup and pom-poms. The documentary does not present them as accessories to the game but as central figures in the Cowboys’ entertainment product. Their voices—often absent from the larger conversation—are finally heard. They speak about the pride they take in their work, the camaraderie among teammates, and the physical and emotional toll the job can have. Their stories are compelling and underline why this raise is so significant. It’s not just about numbers—it’s about justice, dignity, and progress.
The Cowboys organization has yet to comment in detail about the decision, but the raise suggests a strategic acknowledgment that public perception matters and that change is both necessary and beneficial. With increased awareness around labor equity, particularly in industries dominated by women, it’s no longer acceptable for major franchises to underpay those who help shape their brand. The Cowboys have taken a step that, while long overdue, can now serve as a model of what’s possible when organizations listen to their talent and act accordingly.
Moving forward, the question becomes whether other NFL teams will follow suit. The spotlight is now on franchises like the Raiders, Saints, and Dolphins—teams that also have well-known cheerleading squads. Will they adopt similar increases? Will there be an industry-wide push from the league or the NFLPA to establish minimum standards for pay, benefits, and workplace protections? If this movement gains momentum, the Cowboys’ decision may go down as a turning point not just in cheerleading but in the broader narrative of women in sports.
Ultimately, the 400 percent raise is not just about economics—it’s about respect. It’s about giving women who have trained, sacrificed, and committed themselves to excellence the kind of support they’ve always deserved. It’s a statement that says the work these cheerleaders do matters—that it’s seen, valued, and now, finally, compensated in a way that reflects its significance. As the legacy of the Dallas Cowboys Cheerleaders continues to evolve, this latest chapter stands out as a powerful reminder that progress is possible, especially when stories are told, voices are heard, and change is made with purpose.
