Dee Brock, founder of Dallas Cowboys Cheerleaders, dies at 96

Dee Brock, the founding director of the Dallas Cowboys Cheerleaders, has died at the age of 96. The organization announced her passing on Wednesday, though a cause of death was not immediately disclosed.

Brock was instrumental in transforming the squad from a group of high school students performing traditional cheers into a globally recognized brand. After being tasked by former general manager Tex Schramm to create a sideline presence in the early 1960s, she transitioned the group from the co-ed ‘CowBelles and Beaux’ to an all-female dance squad. She is also credited with helping to integrate the organization, working with recruiter Frances Roberson to bring in Black performers in the mid-1960s.

During her tenure, Brock oversaw the introduction of the squad’s iconic uniform—featuring white boots, blue shorts, and fringed vests—and helped secure television sponsorships to fund the team’s travel to Super Bowls. She retired in 1975, leaving a legacy that has since been featured in documentaries and Netflix series. Current director Kelli Finglass honored Brock as a visionary whose leadership ‘shaped far more than a team.’