Even before Netflix shone a global spotlight on them, the Dallas Cowboys Cheerleaders (DCC) were already a phenomenon. It was, and remains, a highly prestigious institution woven into the fabric of America’s most famous NFL franchise. No other cheerleading squad can match their legacy.
However, as we dive into Season 3 of America’s Sweethearts, it is safe to assume that Charlotte Jones (Chief Brand Officer), Kelli Finglass (Director), and Judy Trammell (Resident Choreographer) never quite anticipated the heights to which this docuseries would elevate the organization. The “Netflix effect” is now the topic of conversation, and there is a growing sense that the long-term consequences – whether good or bad – are still being decided.
There’s certainly a shift in the third season
As soon as Season 3 begins, you can sense a distinct shift in the atmosphere. It is a subtle change in the wind, but one strong enough to signal that DCC will never be the same again.
If you recall the end of Season 2, the energy was noticeably off. The squad was thrust into controversy by one of its own, and vocal veterans were actively pushing for better compensation. The pay issue has always been a complex conundrum. Given the massive prestige and post-squad opportunities DCC brings, many wondered if the exposure outweighed the modest hourly wage. As Judy and Kelli both pointed out at the time, “It was the same for us, too.”
Compensation is no longer the elephant in the room in Season 3. The protests of the previous year clearly made an impact. Word throughout the season is that rookies and veterans alike received a staggering 400% raise – I assume this accounts for a combination of increased hourly rates and benefits. The days of cheerleaders debating how to afford groceries are gone. That noise has been silenced.
But financial stability is only half the story. Netflix has opened the floodgates, and Kelli, Charlotte, and Judy are trying their earnest to keep the institution from drowning.
Being a Dallas Cowboys Cheerleader means something entirely different now that it is globally recognized. While money is no longer a stressor, a new incentive has taken its place – fame and influence.
To put this into context (and this is only a short list – there are far more guarantees, I’m sure), making the squad now guarantees an influx of:
- Publicity and media appearances.
- Life-changing sponsorship deals.
- Trending social media accounts
It has reached a point where squad members genuinely need agents. Managing the physical pressure of training and performing while maintaining a demanding social media career has become the new reality.
Is DCC comfortable with the change? I’m not sure…
I am not entirely convinced that the DCC hierarchy is comfortable with this shift. On one hand, it provides commercial opportunities and revenue for the franchise. But on the other hand, it piles pressure on the team. Netflix has changed DCC forever, but at what cost?
In earlier seasons, cheerleaders were judged strictly on how they presented themselves in public, sometimes facing the cut in training camp for indiscretions. Now, Judy and Kelli face the pressure of weighing an applicant’s value as a popular influencer against what that means for the squad’s traditional image. Watching them review TikTok videos and Reddit threads feels wrong.
Minor Spoilers Ahead
Take rookie Faith Ward, for example. A 22-year-old professional dancer, she made history as the first New Zealand-born member and only the fourth Australian-born dancer to ever wear the uniform. Then there is Emily A., a highly technical dancer and actress who also auditioned.
While both women are undeniably skilled, they represent a new breed of outlier applicants that Kelli addresses early in the season. Because of the show’s global reach, DCC is seeing a surge of applicants from all corners of the world. It is no longer just local collegiate dancers who grew up dreaming of Texas stadiums; it could be anyone.
While the talent pool has expanded, dancing for DCC is difficult, regardless of how technically gifted you are – a reality both Faith and Emily A in the earlier episodes. It also means the organization has to work twice as hard to manage and protect its brand.
Major Spoilers Ahead
This brings me to Reece, who has arguably been the most popular and universally respected cheerleader since the Netflix series premiered. In Season 3, we see her openly grapple with the pressure that accompanies this sudden fame. Reece, whose wedding to her best friend was documented on the show, makes it clear that she and her husband are ultimately “small-town” people at heart.
While it is purely a hunch, I believe the trending popularity of DCC is what prompted Reece to shift gears and retire after just three seasons. The energy shifted for her. Faced with the reality of intense social media scrutiny, she and her husband began to look at their future differently, regardless of how successfully they managed their online platforms.
The train, however, shows no signs of slowing down. America’s Sweethearts: Dallas Cowboys Cheerleaders will undoubtedly remain a staple for Netflix. Yet, watching Season 3, there is a lingering sense of grief for what the institution used to be, contrasted against what it is becoming. Only time will tell if this evolution is a change for the better.
