The Dallas Cowboys may be America’s most valuable sports franchise, but behind the glittering halftime shows and perfect routines, a decades-long controversy over cheerleader pay is finally coming to light.
Netflix’s hit docuseries America’s Sweethearts: Dallas Cowboys Cheerleaders has pushed the issue into mainstream conversation, exposing the stark reality of long hours, grueling physical demands, and surprisingly modest pay.
Inside the World’s Most Famous Cheerleading Squad
The Dallas Cowboys are valued at an astonishing $12.8 billion in 2025, making them the most lucrative professional sports team in the world. While players and executives reap the financial benefits, the iconic Dallas Cowboys Cheerleaders remain an underpaid but central part of the brand’s success.
According to The Richest, the Netflix series America’s Sweethearts, which debuted in 2024, documented the punishing schedules of the 36 women who earn a coveted spot on the team each year. With rehearsals, community events, and 11-hour game days, the workload often mirrors that of full-time professional athletes—without the comparable paycheck.
The first generation of Dallas Cowboys Cheerleaders in the 1970s, setting the stage for what would become the most famous cheerleading squad in the NFL.
How Much Do the Dallas Cowboys Cheerleaders Actually Make?
Viewers were stunned to learn that until recently, Cowboys cheerleaders earned hourly wages barely above minimum wage. Most made $15–$20 per hour or a flat $500 per game, which translated to roughly $75,000 annually with appearances included according to Cosmopolitan. Many cheerleaders had to balance additional jobs, from part-time retail and fitness instructing to full-time careers, to afford living costs in Dallas.
Former member Kat Puryear, who retired in 2022, drew stark comparisons to substitute teachers or fast-food workers, suggesting the pay structure failed to reflect the level of commitment and physical discipline required. Other NFL compensation figures revealed in NBC Sports Boston showed mascots often earned $25,000 per season, while team waterboys could make $53,000 annually, raising questions about why cheerleaders were undervalued.
The Netflix Effect: Public Scrutiny and Backlash
The first season of America’s Sweethearts sparked widespread debate about the cheerleaders’ contracts. Season 2, released in June 2025, focused more on behind-the-scenes drama and less on pay, but internal dissent grew louder. Veteran cheerleaders described their contracts as “heartbreaking,” with no meaningful increases despite the massive success of the Netflix show.
Veteran Jada McLean, who has been with the squad for five years, told The New York Times she earned $15 per hour plus $500 per appearance. She described balancing her work as an esthetician’s assistant alongside cheerleading commitments, underscoring the economic sacrifices behind the glamorous image.
Cast members of Netflix’s America’s Sweethearts, capturing the energy and spirit of the Dallas Cowboys Cheerleaders.
A Pay Raise at Last: 2025–26 Contract Reform
Following months of internal pressure and public attention, the Dallas Cowboys finally approved a wage increase ahead of the 2025–26 season. Wages have now risen by over 400 percent, with veterans reportedly earning upwards of $75-$100 per hour however other sources dispute this and say it’s closer to $55 per hour. For many on the squad, the raise was described as “life-changing,” marking the most significant compensation reform in the team’s history.
Charlotte Jones, the Cowboys’ chief brand officer, acknowledged the criticism on camera, stating that most women join “not for the money” but for the opportunity to perform at a professional level. Even so, she conceded there was “a lot of cynicism around pay for NFL cheerleaders — and as it should be.”
Why Cheerleader Pay Matters Beyond Football
The cheerleader pay debate represents a broader conversation about women’s compensation in entertainment and sports. While athletes’ salaries have soared, roles traditionally occupied by women often lag far behind in financial recognition, despite generating significant cultural and commercial value.
This issue also feeds into the NFL’s image problem: cheerleaders serve as the league’s highly visible ambassadors, yet their treatment raises questions about fairness, workplace equity, and whether America’s most profitable teams are doing enough to support their most iconic performers.
Frequently Asked Questions
Do Cowboys cheerleaders receive health benefits?
No. Historically, cheerleaders have been classified as part-time employees or independent contractors, meaning they do not receive healthcare or retirement benefits from the team.
How competitive is it to become a Dallas Cowboys Cheerleader?
Extremely. Thousands audition each year, with fewer than 40 making the final roster. The process involves dance auditions, interviews, and weeks of training camp evaluations.
How long do most women stay on the squad?
The average tenure is about three years. Some stay only one season, while veterans may cheer for five or more before moving on to full-time careers or family commitments.
Has Netflix’s America’s Sweethearts impacted future auditions?
Yes. Following the show’s release, applications reportedly surged, reflecting both the heightened visibility of the squad and the growing awareness of the challenges they face.
Three members of the Dallas Cowboys Cheerleaders execute a flawless split with one arm raised, highlighting the athleticism and precision of the squad.
Conclusion: Beyond the Glamour
The Dallas Cowboys Cheerleaders embody precision, athleticism, and cultural cachet, but their story is also one of resilience in the face of inequity. With pay reform now in place, their journey reflects a broader reckoning in professional sports—where performance and spectacle must finally be matched with fair compensation. As America’s Sweethearts continues to shine a spotlight, the conversation around what these women are truly worth has only just begun.
