The announcement marks the latest development in a long-running push for better pay. Netflix’s “America’s Sweethearts,” which followed the squad through tryouts, training camp and performances, brought wider attention to the demands on cheerleaders and the fact that many hold other jobs alongside their Cowboys responsibilities.

Former cheerleader Erica Williams said members were paid $8 an hour. Williams sued the team over pay in 2018; the case was settled, and per-game pay rose from $200 to $400. In 2025, the squad announced a further pay increase of 400%, following renewed efforts by current team leaders.

“It gives you a voice and your voice has power behind it,” said Camille Avant, a Dallas labor and employment attorney. She said workers often organize to seek better wages and benefits.

The Cowboys and the association described the cheerleaders as a respected part of the organization, citing their talent and dedication. The squad is also a prominent part of the team’s global brand, giving its members visibility that could strengthen their position in negotiations, Avant said.

The union effort could encourage cheerleading squads at other professional sports organizations to pursue collective bargaining, she said. The announcement does not specify the terms of any agreement or the timing of negotiations.