This modified squad first appeared on the sidelines during the Cowboys' 1972 season.Įven greater national attention came in 1978 when the squad appeared on two network TV specials, NBC Rock-n-Roll Sports Classic and The Osmond Brothers Special on ABC. And since the 1972 squad consisted of adults, this allowed the possibility of again redesigning the uniforms to introduce a more revealing, sexier look closer to what we see today. Then in 1972, Texie Waterman, a New York choreographer, was recruited and charged with auditioning and training an entirely new female squad which would all be over 18 years of age, searching for attractive appearance, athletic ability, and raw talent as performers. In 1971, the qualification rules changed to allow not only local female cheerleaders to compete for a spot on the squad, but also high school drill team officers. The ten local high school cheerleaders that were selected for the 1970 season were also involved in the task of totally redesigning the uniforms and creating new dance style cheer routines under Dee Brock's direction and with the help of a choreographer. At first the main change was to create an all-female squad and change the uniforms and style of cheerleading routines to be more primarily dance and less like traditional acrobatic routines like that of high school or college cheerleading squads. Preparing for the 1970 season, Schramm decided to change the Cheerleaders' image to boost attendance. It was at this period that the CowBelles & Beaux became the Dallas Cowboys Cheerleaders. In 1969, it was decided that the cheerleading squad needed a new image and the decision was made to drop the male cheerleaders and select an all female squad from local high school cheerleaders in the Dallas-Fort Worth area. Understanding the importance of the entertainment industry to the Cowboys' profitability, Schramm was inspired to form a cheerleading squad dressed in similar fashion to Cash. She became an instant public sensation in Dallas, and Cowboys General Manager Tex Schramm noted all of this. Local high school students made up the squad, which was typical of other high school and college cheerleading squads throughout the 1960s, rarely getting much attention.ĭuring a game between the Cowboys and the Atlanta Falcons at the Cotton Bowl during the 1967 season, the scantily clad, well-endowed Bubbles Cash, a stripper by profession, caused a tremendous stir in the crowd that turned to cheers when she walked down the staircase stands on the 50 yard line carrying cotton candy in each hand. The group made its sidelines debut in 1960 during the Cowboys' inaugural season. The Cowboys didn’t allow cheerleaders to drink or be photographed with someone drinking.The original cheerleading squad was a made up of a male-female group called the CowBelles & Beaux. Several cheerleaders were angered when Jones told them they had to appear in beer commercials. According to the Tulsa World, Jones wanted the cheerleaders to trade their current uniforms - long-sleeved shirts, a vest, and shorts - for biker shorts and a halter top.Ĭheerleaders also had to work parties as hostesses and fraternize with players. Several of those ideas caught Cowboys cheerleaders by surprise. When Jerry Jones bought the Dallas Cowboys in 1989, he did what many new owners and bosses do: present ideas about the future of the company. Jerry Jones wanted ‘America’s Sweethearts’ to build relationships with players Dallas Cowboys cheerleaders didn’t take kindly to Jerry Jones’ ownership in 1989. Nicknamed ‘America’s Sweethearts,’ the squad was as iconic as Tom Landry and Roger Staubach in Dallas. After a scantily-woman named Bubbles Cash drew attention during a 1967 game, Cowboys general manager Tex Schramm wanted all of his cheerleaders to wear similar outfits.īy 1969, the Cowboys cheerleading team only featured younger women in revealing outfits. What the Cowboys did, though, was have cheerleaders wear less clothing than they had in the past. That title belonged to the Colts, who first utilized cheerleaders in 1954. The Cowboys weren’t the first team to use cheerleaders when the franchise debuted in 1960. The cheerleaders that fans see and, well, cheer for during the NFL season partly originated from the Dallas Cowboys’ squad.
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