For years, the Dallas Cowboys Cheerleaders (DCC) were the gold standard of professional dance, yet their bank accounts didn't exactly reflect that "world-class" status. It’s wild when you think about it. You have the most iconic squad in sports, a global brand worth billions, and the women at the center of it were basically making gas money. Honestly, until very recently, being an "America's Sweetheart" was more of a high-stakes hobby than a career.
If you’ve watched the Netflix hit America’s Sweethearts, you saw the tension. It wasn't just about the kicks and the hair flips. It was about the rent.
The Shocking Reality of the "Old" Pay Structure
So, how much did the dallas cowboys cheerleaders make before things finally changed? For a long time, the numbers were borderline insulting. Back in 2018, former cheerleader Erica Wilkins blew the lid off the whole thing when she sued the team. She revealed that in her most lucrative year, she pulled in about $16,500.
Meanwhile, Rowdy—the team’s mascot—was reportedly making $65,000.
Think about that for a second. A guy in a foam suit was out-earning the elite dancers who trained 30 to 40 hours a week. It’s kinda crazy. Following that lawsuit, the Cowboys bumped the pay slightly. For a few years, the rate sat at about $12 to $15 per hour for rehearsals and $400 per game.
Most of the women had to work two or three other jobs. One cheerleader famously compared her pay to that of a full-time Chick-fil-A worker. You’d see them on the sidelines in front of 90,000 people, then see them the next day at a marketing firm or teaching a fitness class just to stay afloat. Jada McLean, a former squad leader, even mentioned getting an eviction notice on her door because the off-season pay was so non-existent.
Breaking Down the 2024 Numbers
Before the massive shift that everyone is talking about now, here is what the "standard" 2024 season looked like for a veteran:
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- Hourly Rate: $15 to $20 for practices and rehearsals.
- Game Day: Roughly $500 per game.
- Appearances: About $500 per event (though this varied based on seniority).
It sounds okay until you realize they aren't paid for the hours spent on hair, makeup, or the commute to the stadium. It’s a massive time commitment for what essentially amounted to a part-time salary, often estimated at around $75,000 if they landed every possible appearance and bonus. But for rookies? It was much, much less.
The "Life-Changing" 400% Pay Raise
Everything changed during the filming of the second season of America’s Sweethearts. A group of veterans, led by Jada McLean and Megan McElaney, decided they’d had enough. They went to the Cowboys’ HR and legal departments to argue that their value to the brand wasn't being reflected in their checks.
And they actually won.
In June 2025, it was revealed the squad received a 400% pay raise. Veteran cheerleaders reportedly went from making $15 an hour to upwards of **$75 per hour**. That is a massive jump.
If you do the math on a $75 hourly rate, a veteran could potentially earn over $150,000 a year if they are working full-time hours. However, it's important to remember that they are still essentially seasonal employees. They don't get health insurance through the team, and the "full-time" nature of the job is still debatable once the season ends.
Still, for many of the girls, this was described as "life-changing." It finally moved the role from a "prestige" position to a legitimate professional income.
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Why the Raise Happened Now
It wasn't just the goodness of Jerry Jones’ heart. Let’s be real. The Netflix series gave the cheerleaders a massive amount of leverage. When millions of people see how hard these women work—and then see them struggling to pay for groceries—it creates a PR nightmare for "America's Team."
The visibility of the show basically forced the organization's hand.
- Public Scrutiny: Fans were outraged by the pay disparity shown in Season 1.
- Internal Advocacy: The cheerleaders organized and spoke up as a collective.
- Brand Value: The DCC brand is a profit machine, and the team finally acknowledged that the "talent" deserved a piece of that pie.
Side Hustles and Social Media Money
Even with the new pay raise, the real money for many of these women isn't actually coming from the Cowboys. It’s coming from Instagram and TikTok. Being a DCC is a massive platform.
Take someone like Victoria Kalina or Kelcey Wetterberg. Because of the Netflix show, their follower counts exploded. Experts estimate that a top-tier cheerleader with a high engagement rate can command between $2,500 and $3,750 per sponsored post.
If a cheerleader does just one sponsored post a week, she’s looking at an extra $130,000 to $195,000 a year on top of her squad salary. This is why the competition to get on the team is so fierce. It’s not just about the boots; it’s about the blue checkmark and the brand deals that follow.
The Cost of Being a Cheerleader
You’d think the team would cover everything, but that hasn't always been the case. Historically, the women had to pay for:
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- Special gym memberships
- Specific salon upkeep
- Tanning and skincare
- Travel to certain non-mandatory events
While the new contracts have supposedly streamlined some of these costs, it’s still an expensive lifestyle to maintain. You have to look "DCC ready" 24/7, and that level of maintenance isn't cheap.
What This Means for the Future
The DCC raise has sent shockwaves through the NFL. For years, other teams like the Buffalo Bills or the Oakland Raiders (now Las Vegas) faced similar lawsuits from their dance teams. Many of those teams simply disbanded their squads rather than paying them a fair wage.
But the Cowboys chose a different path. By professionalizing the pay, they’ve set a new standard. If the most famous squad in the world is paying $75 an hour, it becomes much harder for other NFL teams to justify paying their dancers minimum wage.
We are likely looking at the end of the "volunteer" era for pro cheerleading. These women are athletes and entertainers, and the industry is finally starting to treat them that way.
What to Watch For
If you're following this story, keep an eye on how the 2025-2026 season contracts are structured. While the hourly rate is up, the "hours worked" is where the team might try to save money. Also, look at whether other teams in the league follow suit or if they continue to rely on the "prestige" of the job to keep wages low.
The best way to stay informed is to look at the official filings or public statements from former cheerleaders who are no longer under NDA. The era of silence in the locker room is definitely over.
Actionable Insights for Aspiring Pro Dancers:
- Negotiate as a group: The DCC only got their raise because the veterans stood together.
- Build your personal brand: Your value to the team is temporary, but your social media following is yours to keep.
- Read the fine print: Understand the difference between "game pay" and "rehearsal pay," as the hours spent practicing often dwarf the time spent on the field.