The Dallas Cowboys Cheerleaders for a long time were known as part of the face of American Football.
DCC started with the founding of the Dallas Cowboys, in 1960. Originally known as the CowBelles & Beaux, the DCC was formed from local high school students.
In the early 1970s, Cowboys manager, Tex Schramm, decided to change their image to boost attendance. At first he simply tried hiring professional models but that did not work due to the their lack of athletic ability. So, he then decided to train an entirely new and unique squad, which would combine an attractive appearance, athletic ability, and talent as performers.
This was done first for the 1972-1973 NFL season, where they organized a more sophisticated set of choreographed routines. This was when they first gained widespread national attention.
Even greater national attention came in 1978 when the squad was on two network TV specials, NBC Rock-n-Roll Sports Classic and The Osmond Brothers Special on ABC. In 1978, they had their own hour special to launch the season for Monday Night Football.
The made-for-TV movie "The Dallas Cowboys Cheerleaders" was aired January 14, 1979. Starring Jane Seymour, it had a 48% share of the national television audience The sequel, "The Dallas Cowboys Cheerleaders II", was aired January 13, 1980. Through the years, they have had many other TV appearances.
They have toured throughout the US (on and off field) and overseas. Included in this are regular appearances in United Service Organizations (USO) tours. This started in Christmas of 1979, for US troops stationed in South Korea. This remains a regular function for them.
The current Director of the DCC is Kelli McGonagill Finglass and the choreographer is Judy Trammell. Unlike the early days with the late Tex Schramm, the current general manager of the Dallas Cowboys has much less involvement with the DCC, focusing on the football team instead.
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