Dallas Cowboys Cheerleaders Win 400% Pay Rise as Netflix Fame Fuels Leverage

Q: After a 400% pay raise, what is the true market value of a Dallas Cowboys Cheerleader now?

The clearest answer is that a Dallas Cowboys Cheerleader’s direct market pay now appears to be about **$75 an hour for rehearsals, roughly $2,500 per game, and up to around $150,000 a year for experienced members** — but their broader market value is likely higher because Netflix turned them into global entertainment assets and influencers. That distinction matters. The reported 400% raise seems to apply most cleanly to the old base rates widely cited in coverage: about **$15 an hour** and **$500 per game** before the 2025 deal. A fivefold jump would put those figures at **$75 an hour** and **$2,500 per game**, which matches the post-raise numbers reported around the release of Season 3. The annual figure is less tidy. Some pre-raise estimates put total yearly earnings far below $75,000, while other reports used a higher estimate. That is why a literal 400% jump does not neatly produce the reported **$150,000** annual ceiling. The most defensible reading is that **$150,000 is a top-end estimate for veteran cheerleaders under the new structure**, not a guaranteed salary for every member. The bigger story is that the Netflix series changed bargaining power. As Kleine Powell said, the “millions of eyes” gave the squad leverage. In practical terms, the market is now valuing DCC not just as sideline performers, but as a premium brand, global content property and social-media draw. Even after the raise, though, the role reportedly remains part-time and without health insurance.

3 articles · Updated · The Guardian · Jun 26

Five Dallas Cowboys Cheerleaders, including Kleine Powell, helped secure a historic 400% pay increase in 2025 after members had reportedly been paid just $15 an hour plus appearance fees.
Netflix's "America's Sweethearts" gave the group millions of viewers and global recognition, which Powell said provided enough visibility to strengthen the cheerleaders' hand in talks with the billion-dollar Cowboys organization.
Season 3, released June 16 and following the 2025-26 season, shows how that fame has changed the squad—bringing public recognition, larger social-media followings and new concerns over whether recruits are chasing the role or influencer status.
The 36-member squad remains central to the Cowboys brand even as the series highlights the physical strain, financial pressure and identity trade-offs behind a polished image long marketed as "America's Sweethearts."