Dee Brock of Tyler, Texas, the founder of the Dallas Cowboys Cheerleaders, has died at 96. Kelli Finglass, who has directed the squad since 1991, confirmed the death Wednesday.
Brock launched the cheerleading team in 1960 and led it through 1975. Her vision built one of the most recognized squads in American sports.
“Dee’s leadership, imagination, and unwavering commitment to excellence shaped far more than a team,” Finglass posted on social media. “Her influence lives on in every performance, every dream pursued, and every woman who has worn the uniform with pride.”
Brock grew up in Wright City and attended school in New London before becoming a model in Dallas. A friend working for the Cowboys introduced her to team president Tex Schramm, according to a 2009 interview with then-KLTV sports director Maya Golden-Bethany.
“He knew that Tex Schramm wanted to have cheerleaders for the Cowboys,” Brock told Bethany. “His idea was that he would have models.”
When Schramm said there would be no salary, Brock said he would struggle to attract models. She suggested high school cheerleaders instead, telling Bethany: “If I were in charge, this is a start-up team. First time you are going to have a team on the field, I would go for high school cheerleaders.”
Super Bowl squads and lasting changes
Brock took squads to Super Bowl V in Miami in 1971 and to Super Bowl VI in New Orleans in 1972. After those appearances, she pushed to overhaul the squad.
She required members to be 18 years old and hired a dance choreographer. Brock also sketched the trademark cheerleader uniform on a legal pad.
Brock pushed to integrate the squad and succeeded in the 1960s, according to the source.
The Dallas Cowboys Cheerleaders perform at NFL games and special events supporting the Dallas Cowboys, the professional football team based in the Dallas region.
