Dallas Cowboys Cheerleaders Secure First Major Sports Sponsorship

The Dallas Cowboys Cheerleaders (DCC) have been active in multiple collaborations and media appearances as football season approaches. They recently partnered with luxury beauty brand Charlotte Tilbury for their first U.S. sports sponsorship, aiming to empower fans with makeup, skincare, and fragrance experiences both on and off the field. The cheerleaders also launched a summer-themed fashion campaign in collaboration with LoveShackFancy and Discover Cotton, featuring playful picnic-inspired outfits and a new America's Sweethearts Cotton Collection, timed to build excitement for the second season of the Netflix series America's Sweethearts: Dallas Cowboys Cheerleaders, premiering June 18. The upcoming second season of the Netflix show promises more behind-the-scenes drama and intense auditions as veterans and rookies compete for spots on the squad, with key figures like DCC Senior Director Kelli Finglass and choreographer Judy Trammell shaping the team's evolving image. Off the field, the cheerleaders have maintained visibility with performances at events like the Dallas Open tennis tournament and appearances at the NFL Draft. These efforts highlight the DCC's year-round presence and influence in both sports and popular culture.