It has been three decades since the Dallas Cowboys, often referred to as “America’s Team,” last clinched a Super Bowl title. However, a new Netflix documentary series, titled “America’s Sweethearts: Dallas Cowboys Cheerleaders,” directed by Greg Whiteley, suggests that the most recognized aspect of the Cowboys brand may now be the cheerleaders rather than the players on the field.
In the season finale of the third installment, a fan remarked, “The football players might break your heart, but the cheerleaders will leave you smiling.”
Debuting in 2024, “America’s Sweethearts” quickly became a sensation, making its way into Netflix’s global Top 10 and transforming a long-standing American fascination into a worldwide phenomenon. Unlike the previous CMT series “Dallas Cowboys Cheerleaders: Making the Team,” which concluded in 2022, this new show follows the cheerleaders throughout the football season, delving into the physical, emotional, and financial demands of their roles.
The third season, which chronicles the 2025-26 football season, premiered on June 16 and quickly became one of Netflix’s top-viewed programs. This installment uniquely addresses the documentary’s influence on the cheerleading organization itself. “As these individuals have gained fame through our filming, we must acknowledge that change,” Whiteley stated during the premiere week. “It would be disingenuous not to recognize their increased popularity since our arrival.”
The Dallas Cowboys Cheerleaders embody an idealized vision of American womanhood: attractive, selfless, and disciplined. Kleine Powell, a prominent figure in the series, describes it as “a beauty pageant in an athletic format.” During our Zoom conversation from the Netflix office, Powell’s golden hair is perfectly styled, and she wears a DCC track jacket, exuding a cheerful demeanor that brightens the rest of my day.
The series provides a more complex view of the cheerleaders, exposing the rigorous efforts that contribute to their polished appearance. The women often juggle intense stress and minimal sleep while managing their DCC commitments alongside other full-time jobs. Whiteley, known for sports documentaries like “Cheer” and “Last Chance U,” is intrigued by the physical limits of athletes. “I’m not sure why I’m drawn to that; it probably requires years of therapy to understand,” he admitted.
Whiteley’s portrayal offers a nuanced perspective of an organization that has traditionally emphasized its pristine image. Kelli Finglass, the DCC director, emphasizes the increasing demand for depth in storytelling. “People are seeking more authenticity now,” she stated, embodying the composed and authoritative presence she maintains on-screen. Clad in a tailored blue blazer, she resembles one of her style icons, Vice President Kamala Harris, who she admires for her powerful fashion choices.
Having been a DCC member from 1984 to 1989 and the first to be invited back without re-auditioning, Finglass took the director’s role in 1991. She notes that the changes brought by the show have been unprecedented in the organization’s history. “The exposure from Netflix is monumental. Our stories and names are recognized worldwide,” she explained. “With this newfound fame, cheerleaders are often recognized in public, and privacy has become a luxury we no longer possess.”
However, this increased visibility has also created new pressures. Finglass expresses concerns about the motivations of those joining the DCC, questioning “who is truly here for the right reasons.”
Prospective cheerleaders are now auditioning not just for a prestigious position in sports but also for a platform that can lead to personal fame. The show has gained enough traction to attract celebrities like Kacey Musgraves, who appears as a guest judge. Currently, many DCC members boast large social media followings, with some having hundreds of thousands to millions of followers, where they share dance videos and glimpses into their lives on platforms like Instagram and TikTok.
Kleine Powell exemplifies the shift towards social media prominence within the team. Known for her vibrant personality, she often pushes boundaries, prompting both frustration and affection from Finglass. “Have you invested in your teammates, or are you more focused on social media?” Finglass challenges her during a tense moment.
Powell actively engages with her audience online, producing weekly YouTube content that showcases her skincare routines and daily life. “I believe I was at the forefront of this social media movement within the DCC,” she remarked. “I aimed to advocate for my teammates and support them in any way I could.”
In 2025, just prior to the release of Season 3, Powell was among five cheerleaders who played a crucial role in negotiating a groundbreaking 400% pay increase for the group. Previously, cheerleaders reportedly earned only $15 an hour, plus additional appearance fees. “Without the millions of viewers from the Netflix series, I doubt we would have had the confidence to approach those negotiations,” she reflected.
As the series continues to explore the intersection of cheerleading, fame, and personal identity, it highlights a modern evolution in how the Dallas Cowboys Cheerleaders navigate their roles both on and off the field.
