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Dee Brock, Cowboys Cheerleaders Director, Dies at 96

By Drooid · Sep 24, 2026, 11:25 PM UTC · How we work

Summary

Story summary

Dee Brock, former Dallas Cowboys Cheerleaders director, died at age 96.
Kelli Finglass, squad director since 1991, announced Brock’s death and praised her as a visionary.
Brock founded the cheerleading squad in 1961, added dance in 1965, and introduced the boots-and-shorts uniform in 1972.
She retired in 1975 after establishing the squad’s all-female format.
Brock received a 2022 Lifetime Achievement Award and helped integrate early African-American cheerleaders.

History

Historical Context

Tex Schramm hired educator Dee Brock in the early 1960s to create a sideline squad for the Dallas Cowboys, paying her $600 a year. Brock integrated the co-ed “Cowbelles” in 1965, dropped male members by 1969, and in 1972 rebranded the all-female team with dance-focused routines and the iconic hot-pants uniform. Their legacy secured a Lifetime Achievement Award for the Dallas Cowboys Cheerleaders in June 2022.

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Story summary

Dee Brock, former Dallas Cowboys Cheerleaders director, died at age 96.
Kelli Finglass, squad director since 1991, announced Brock’s death and praised her as a visionary.
Brock founded the cheerleading squad in 1961, added dance in 1965, and introduced the boots-and-shorts uniform in 1972.
She retired in 1975 after establishing the squad’s all-female format.
Brock received a 2022 Lifetime Achievement Award and helped integrate early African-American cheerleaders.

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