Dallas Cowboys Cheerleaders Founder Dee Brock Died at 96
Dee Brock, who established the iconic squad in 1961, passed away at the age of 96.
Updated on Sept. 24, 2026 in Rodeo
Dee Brock, the pioneering director of the Dallas Cowboys Cheerleaders, died in September 2026 at age 96. She founded the famed squad in 1961 and guided its transformation into a national cultural icon.
Why it matters
Brock is credited with shaping the identity of the Dallas Cowboys Cheerleaders, steering the group from traditional high school cheerleading into the globally recognized organization seen today.
The original 1961 squad began with students using traditional cheers to lead crowds in Dallas. By 1965, the team included members like Eunice Cicero, who joined the squad at 16 years old.
The players
Dee Brock
She was the founding director of the Dallas Cowboys Cheerleaders who established the squad's early identity and visual style.
Eunice Cicero
She was an early member of the Dallas Cowboys Cheerleaders who joined the organization in 1965.
The details
Under the leadership of Brock, the cheerleading squad famously adopted the signature uniform featuring boots, short shorts, and a fringed cropped top. She also oversaw the integration of the team, fostering a culture of kindness and encouragement among the early members.
Timeline
The Dallas Cowboys Cheerleaders squad was formed in 1961.
Eunice Cicero joined the organization as a squad member in 1965.
Season Trajectory
Brock helped pivot professional sports entertainment toward the glitz and precision that defined the NFL's modern era. Her death marks the end of an era for the franchise, closing a chapter on the original vision that established the team as a permanent fixture in the league.
The legacy of the squad continues to impact the brand identity of the organization as a whole, influencing the high-profile media presence of the team. Fans and followers of the franchise can expect future tributes honoring the foundational history established by Brock during the upcoming season.
The takeaway
Dee Brock successfully navigated the transition of professional cheerleading from simple crowd participation to a major commercial enterprise. Her career serves as a blueprint for how individuals can shape the culture of professional sports through deliberate stylistic changes.
Further reading
For more on the history of performance groups in the region, visit the Rodeo section.
