The National Football League is a multi-billion-dollar industry that has generated the largest fan base among professional sports in America, with last year’s Super Bowl averaging a record audience of 127.7 million viewers according to nfl.com. Franchises make millions of dollars a year through ticket sales, merchandise, concessions, sponsorships and luxury suites. A majority of this money goes towards the salaries of players and coaches, which can be worth up to eight figures per person. However, one branch of NFL franchises that gets paid significantly less for their work are the cheerleaders. NFL cheerleaders earn around $150 per game and a salary of $22,500 a year. In comparison, NFL water boys make $53,000 a year, according to NBC Sports Boston. The subject of salaries has become a controversial topic among current and former cheerleaders with some stating that their pay is not a livable wage and others claiming it is a privilege just to represent the team, not caring about the pay.
“Americas Sweethearts: Dallas Cowboys Cheerleaders” is a Netflix documentary that has followed the Dallas Cowboys Cheerleaders for the past two years, recording the process of making the team and their schedules as cheerleaders. During the 2024-2025 football season, the crew followed veteran leaders of Dallas Cowboys Cheerleaders as they met with the legal and human resources team of the organization to advocate for a pay raise. Their efforts were successful, and the cheerleaders earned a pay raise of 400%, bringing their game rate up to $2,000 per game.
Armani Lattimer, a South Carolina native and former captain of the Dallas Cowboys Cheerleaders, shared on “America’s Sweethearts: Dallas Cowboys Cheerleaders” how she is proud of the impact she left by speaking for better pay.
“I love the fact that I made change for the girls that are coming up behind me even if I’m not getting the chance to benefit,” Lattimer said.
This push for change was not always met with support, however. Being an NFL cheerleader has been seen as a privilege for years more so than a job. There are not many opportunities to have a career in dance at an elite level, so just making the team is considered an honor in itself. The position also means representing a community that is bigger than oneself. Through their role in the NFL, cheerleaders have gained mass social media followings and brand partnerships such as the Dallas Cowboys’ Cheerleaders partnership with Charlotte Tilbury, a popular makeup company, that has granted a source of income.
Charlotte Jones, the Executive Vice President, Chief Brand Officer, and Co-Owner of the Dallas Cowboys, believes being an NFL cheerleader is a privilege, and cheerleaders join for more than monetary compensation.
“There’s a lot of cynicism around pay for NFL cheerleaders — and as it should be. They’re not paid a lot. They have a passion for dance. There are not a lot of opportunities in the field of dance to perform at an elite level. It is about being a part of something bigger than themselves, ” Jones said on “Americas Sweethearts: Dallas Cowboys Cheerleaders.”
NFL cheerleaders work 30 to 40 hours a week, often having late nights for practices and early mornings for game days. They also show up to appearances they are requested for in their communities. Being a cheerleader comes with many rules and expectations on looks, fitness and reputation. They must maintain their physique and come to practice every day with their hair and makeup done. Each franchise also institutes their own rules to maintain the reputation of their squad. It is a demanding lifestyle that cheerleaders maintain while sometimes working 9-5 jobs.
Callie Crocker (12) is a fan of the documentary, “America’s Sweethearts: Dallas Cowboys Cheerleaders,” and was happy to learn about the pay raise.
“Their pay raise was deserved because of the amount of hours they put in. Watching the show made me sympathize with them. It must have been hard to work so hard for a dream and not get the recognition you deserve,” Crocker said.
