Anyone who’s familiar with the phenomenon that is America’s Sweethearts:Dallas Cowboys Cheerleaders will recognise Kelli Finglass as the powerhouse responsible for the squad’s meteoric rise.
If the first season of DCC introduced the squad’s director to those not familiar with the professional football world, then season two delivered a hail mary in terms of cementing Finglass as a fan favourite.
The long-time director of the DCC, Finglass has led the squad for more than three decades, shaping not just the team’s routines, but their image, reputation, and increasingly, their legacy. And in season 2, she proves once again that she’s not just calling the shots, she’s evolving them.
It can be argued that the Dallas Cowboy Cheerleaders have dominated the cultural zeitgeist in the way that they have, in part, due to Finglass’ unwavering vision, but how did she get them there and where is she now?
Below, everything you need to know about the DCC director, coach and mentor, Kelli Finglass.
Was Kelli Finglass A Dallas Cowboys Cheerleader?
Hailing from Lindale, Texas, Kelli Finglass (then McGonagill) was just 19 when she joined the DCC squad as a cheerleader in 1984.
Remaining on the team for five complete seasons until retiring in 1989 at the age of 24, she became the first cheerleader to make it through to the next season without auditioning – a loophole that the strict DCC rules of today would never allow.
While she wasn’t part of the same squad as fellow DCC legend, Judy Trammel, she did work under her tutelage during Trammel’s tenure as assistant choreographer.
Is Kelli Finglass Still The Director Of The Dallas Cowboys Cheerleaders?
Yes, Kelli Finglass is still in charge of the Dallas Cowboys Cheerleaders and shows no sign of stepping aside anytime soon.
After hanging up her pom poms in 1989, Finglass was appointed as the assistant director to the owner Jerry Jones. It wasn’t long before Jones, realising her sheer talent, promoted Finglass, naming her director of the DCC in 1991, where she’s remained for the last 35 years.
But while her professional trajectory might read like a fairytale, the reality has been anything but. Taking the reins of the squad during one of its most tumultuous times, Finglass has had to tackle multiple high-profile scandals that have marred the organisation over the years. Including, but certainly not limited to, her own role in perpetuating the unrealistic body and beauty standards still being discussed today.
“My viewpoint has evolved… I was 27 years old and straight out of my own boots and poms when I became director, and I was ruthless because I was kind of an overachiever myself,” Finglass told Tudum in response to the criticism she received after season one. A fair critique, she admitted, that gave her pause. “I built a whole career trying to present flawlessness, and now it’s almost like their flaws are what make them so beautiful.”
“Now, being the perfect cheerleader is to not be perfect and not be afraid to admit it.”
What Does The Director Of DCC Do?
As soon as Kelli took over as director in 1991, she began work on turning the team’s financial pitfalls into a profitable enterprise.
Utilising her marketing prowess (she holds a bachelor’s degree in International Marketing) Finglass successfully turned every inch of the DCC into a sponsorable opportunity.
The popular swimsuit calendars that predated Finglass started selling enough copies to rival Sports Illustrated. Which, in turn, led to an annual ESPN making-of-the-swimsuit-calendar special, before Finglass decided to bring the profits in-house by producing their own swimsuit special, which they sold on DVD.
But it was in 2006, with the launch of Making The Team that the cheerleaders’ domination hit a whole new level. Like America’s Sweethearts, it too followed the emotional rollercoaster of the audition process – led by Finglass – only without the lens of a docuseries. It was pure reality; and it became the longest-running series (spanning 16 seasons) of its kind in Country Music Television’s history.
The show’s popularity formed the basis for Netflix’s follow-up of sorts, America’s Sweethearts: Dallas Cowboys Cheerleaders, and thus the Finglass-led marketing machine continued.
Who Is Kelli Finglass’ Husband?
Kelli married her husband Joel Finglass in 1996 and the couple share two children together, Ryan, 26 and Samantha, 28.
While Finglass tends to keep her personal life off-camera, she recently shared her pride in her son Ryan, who completed a gruelling 31-mile ultramarathon – further proof that the Finglass drive for excellence runs in the family.
What Is Kelli Finglass Paid?
When DCC season one alum Kat revealed that the squad’s pay is equivalent to a full-time Chick-Fil-A worker’s salary, the internet was sent into a collective shock.
At the time, NBC Sports Boston reported that the average pay for an NFL cheerleader was around $225 (US$150) per game, but that DCC had the most competitive rates in the NFL.
Greg Whiteley, who directed and executive produced the Netflix docuseries, told Glamour in 2024, “Dallas Cowboys cheerleaders are on the highest end of that [NFL cheer] pay scale. I’ve heard horror stories of what a typical NFL cheerleader [makes], but I think the Dallas Cowboys cheerleaders fall into a new category. None of them are rich. None of them are getting paid a ton, but it isn’t the same dearth of payment that I think other NFL cheerleaders have to experience.”
That was, until this year, when in episode seven of season two, the team, who are classified as part-time employees, were told they were going to receive a 400 per cent pay increase.
“We pushed and we got back good results,” fifth-year veteran Armani Latimer says in season two. “I get emotional knowing that I was a part of that. I love the fact that I made change for the girls that are coming up behind me, even if I’m not getting a chance to benefit.”
“I think when you see that these are world-class dancers and their time commitment is a much larger time commitment than when we were cheerleaders, it all makes sense, and thank goodness it made sense,” Finglass said of the milestone.
“Everybody wanted the same thing and now our dancers are happy with our new program enhancements, and that makes us happy as coaches.”
That being said, the director’s salary isn’t public knowledge, despite what CelebrityNetWorth might have you believe, so it’s unclear how much Finglass would take home each season. But given the squad’s continued success and strong marketability, largely thanks to her vision for the team, it’s likely Finglass is earning well above what’s been reported.
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- There’s More To The Scandal That Saw Chandi Leave Dallas Cowboys Cheerleaders
- Your Guide To Season Two Of The Dallas Cowboys Cheerleaders Docuseries
- How Much Money Do Dallas Cowboys Cheerleaders Really Make?
