The Dallas Cowboys dancers pay the price for a perfect brand image

One of the strongest brands in the world comes in the form of 36 petite, beautiful woman who are trained with the same level of radical discipline as the U.S. army.

Move aside Tyra Banks. There’s a new group of borderline militant baddies in town--the Dallas Cowboys Cheerleaders.

This elite team of athletes has been dubbed ‘America's Sweethearts.’ And they've got the weight of a $10 billion dollar business on their shoulders.

They’re gifted professionals and sportswomen. Role models for little girls. Eye candy for spectators. And everything in between.

But behind the polished Dallas Cowboys Cheerleaders brand is an insane amount of work.

The purpose of the DCC is to make everyone feel better. But at what cost?

In June of this year, we saw exactly what cost when Netflix released America's Sweethearts: Dallas Cowboys Cheerleaders. This compelling documentary gives us insight into the myriads of harms these girls are subject to.

From eating disorders and broken hips to shockingly low wages – the system that creates this picture-perfect brand is an example of how harmful sky-high expectations for the sake of public image can be.

Usually, these kinds of exploitative conditions are only brought to light by a whistleblower.

However, the seven-episode docuseries proudly displays the manipulation and skewed thinking that is generally only ever seen in sorority, fraternity or cult-like scenarios.

The cult? The overarching brand that is the Cowboy’s Cheerleaders.

According to a Sportico, the Dallas Cowboys hold the distinction of being the most valuable sports franchise in the world. Often referred to as ‘America’s Team,’ the Dallas Cowboys have a valuation of $10 billion dollars.

They’ve sold out every single game since 2002, showcasing the unwavering support of their passionate fans. The team has a rich history in the NFL, including multiple Super Bowl victories and iconic players. So, of course, this contributes to their immense value and popularity.

This also contributes to the immense pressure placed upon the 'sweethearts.' After all, they exist to keep the high energy flying for the team.

The Cowboy’s brand is all about prestige.

So why is there such a disparity between their billion-dollar revenue and the cheerleaders’ almost unliveable wages?

Well, on a 'you should be grateful to be here' basis, you can underpay almost anybody.

Kat, an alum from the DCC, explains during the Netflix show that the pay is comparable to a fast-food worker, or $15- $20 per hour. This seems incredibly low for an overworked cheerleader who's literally breaking her hips to maintain the brand's image.

It’s also surprising, considering the Dallas Cowboys certainly have enough to pay them what they’re worth. The lack of pay explains why most of the women trying out for the DCC have day jobs. Some of them are nurses or even orthodontists.

Making someone believe that belonging to something is so crucial to their existence they will accept mistreatment is literally cult leader behaviour. As is reminding your followers they’re part of a 'family,' or in this case, 'sisterhood.'

This prestige is also what forces the girls to maintain their physical appearance to an insanely unrealistic standard.

On the show, we see director and choreographer, Kelli and Judy, ripping these girls to shreds. They pick apart their smiles, hair, ethnicity, weight. Basically, anything you can think of that’s visible in the daylight, they’re putting it under their microscope.

The hot pants, a crucial piece of the cheerleader’s uniform, are tailored to their bodies. And the cheerleaders aren't allowed to have them resized, ever. That means that veterans of the squad, even four-to-five time returning dancers, have to keep their bodies the exact same size over the span of literal years. A scary thought.

Especially when dancers are regularly sent away for treatment for eating disorders and long-term health issues.

But going to extremes to uphold a brand image isn't unique to the Dallas Cowboy’s Cheerleaders.

Many institutions enforce similarly harmful standards. For years, many have criticised pageants like Miss America or Miss Universe, as well as the fashion industry as a whole, for continuing to uphold unrealistic beauty standards.

When the institutions are so archaic, it’s easy to say that’s just the way things are. But I believe it’s indicative of the hollow fantasy of perfection in the brand world.

It illustrates the dangers of upholding an image to an extreme. Of sacrificing the lives and wellbeing of those involved, and perpetuating harm under the guise of success and prestige.

So, where is the line?

Brand preservation is important. We should all strive to maintain a strong and consistent brand image. But not at the expense of the well-being of those who embody it.

Extreme adherence to unrealistic brand ideals is what creates toxic environments, emotional damage, and exploitation. As brands, we have to balance the pursuit of our image with ethical practices, or risk creating a harmful monster wrapped in hotpants.

-Sophie, Writer