Cowboys Cheerleaders Secured New Brand Partnerships
The Dallas Cowboys Cheerleaders aligned with retailers like Sally Beauty and Abercrombie & Fitch to expand their reach.
Updated on Sept. 27, 2026 in Beauty
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Throughout the 2025-26 season, the Dallas Cowboys Cheerleaders established strategic partnerships with major brands including Sally Beauty and Abercrombie & Fitch. These deals highlight the growing influence of the cheerleading squad, which now maintains a larger social media following than 12 individual NFL teams.
Why it matters
By partnering with retail brands, the cheerleaders provide corporate advertisers with valuable access to consumer audiences that exist well outside the traditional scope of professional football fans.
The Dallas Cowboys generated $8 million in category sponsorship spending in 2025 as part of the broader $58 million invested across the NFL. The squad's social media presence currently exceeds the following of 12 NFL franchises.
The players
Dallas Cowboys Cheerleaders
This professional cheerleading squad serves as the official dance team for the Dallas Cowboys and has become a global cultural brand.
Sally Beauty
This international retailer functions as the official beauty partner for both the Dallas Cowboys organization and their cheerleading squad.
Abercrombie & Fitch
This clothing retailer operates a branded, rotating wardrobe space within the team's professional facilities.
The details
Abercrombie & Fitch maintains a dedicated, product-refreshed wardrobe space inside the team's locker room at The Star in Frisco. This commercial visibility was significantly bolstered by a recent Netflix series that exposed the squad to a global viewership.
Timeline
During the 2025 calendar year, the Cowboys secured $8 million in sponsorship spending.
Throughout the 2025-26 NFL season, industry fashion and beauty sponsorship reached $58 million.
Culture Shift
The expansion of the Dallas Cowboys Cheerleaders into fashion retail reflects the broader movement where sports franchises transition into standalone lifestyle and apparel brands. This strategic shift highlights how teams now capitalize on the digital fame of their performers to attract non-sports advertisers.
Residents in the Frisco area may notice increased branding visibility for these retailers at The Star as the organization continues to refresh its wardrobe partnerships. These initiatives reflect a broader shift toward integrating consumer shopping experiences directly into the team's facilities.
The takeaway
The transformation of cheerleading teams into commercial pillars demonstrates how non-athlete segments are becoming essential to franchise revenue. Readers can observe how digital followings now function as primary leverage in securing major retail endorsements.
Further reading
For more on evolving trends in personal care and style, visit our Beauty section.
Source note: This article includes information reported by NDTVSports.
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