From Sidelines to Center Stage: How the Dallas Cowboys Cheerleaders Became Influencers
The Dallas Cowboys Cheerleaders (DCC) have always been a global brand – but 2024 catapulted them into a new role: social media creators and branded influencers.
Thanks to the hit Netflix docuseries America’s Sweethearts: Dallas Cowboys Cheerleaders, the squad has become one of the most talked-about teams in sports media. Members like Ava Lahey and Abby Summers have seen their followings explode, and brands are paying attention.
From training ground to TikTok
In the series, Ava’s journey from rejection to redemption captured hearts and helped her build a loyal fanbase online. Now, she and other squad members are regularly creating behind-the-scenes content, day-in-the-life videos, and game day routines for platforms like TikTok and Instagram.
This shift reflects a wider trend: athletes and performers across sport are becoming the storytellers, bypassing traditional media to connect directly with fans.
A new kind of deal
This year, the DCC secured a 400% pay rise, increasing veteran salaries from around $15/hour to up to $75/hour. The decision followed public pressure and behind-the-scenes negotiations featured in the Netflix series.
But the squad’s value isn’t just in performance – it’s in influence.
Global beauty brand Charlotte Tilbury recently signed a landmark deal with the DCC – their first U.S. sports partnership. The collaboration includes sponsored content, in-stadium beauty booths, and appearances that cement the DCC’s status as lifestyle influencers.
What this means for talent managers
For those in sports and entertainment talent management, this moment is about more than cheerleading. It shows how overlooked or non-traditional performers can hold serious creator power.
Whether it’s a viral moment, a niche following, or a brand alignment opportunity, talent managers should be thinking beyond the main stage.
Four takeaways for managers
1. Look for hidden creators
The best influencer talent isn’t always in the spotlight. Ava Lahey’s rise shows that authenticity and relatability can be just as powerful as celebrity.
2. Build brand-ready content identities
Support your clients in creating consistent, platform-friendly content that aligns with their values and brand potential.
3. Guide the transition from team to individual brand
Help squad or team members step into personal creator roles without losing their core fanbase.
4. Think cross-category
From beauty to fitness, wellness to media—athletes and performers are primed for brand deals far beyond their sport.
The Dallas Cowboys Cheerleaders aren’t just “America’s Sweethearts” – they’re now a case study in how creators can come from anywhere.
For talent managers, this is a reminder to look beyond traditional influence and help performers grow into brand partners, storytellers, and creators in their own right.
