For over three decades, Kelli Finglass has been the driving force behind the Dallas Cowboys Cheerleaders (DCC), masterfully balancing innovation with tradition. A former DCC herself in the 1980s, Finglass made history as the only cheerleader to be invited back for a fifth season without reauditioning — a testament to her exceptional talent and leadership.

A native of Lindale, Texas, Finglass brought a unique combination of skills to her role — precision honed as a high school drum major, formal dance training at Texas Christian University, and a BBA in International Marketing from the University of North Texas. At just 27, she became Director of the DCC, transforming the squad into a global brand and cultural icon.

Under her visionary leadership, the DCC has expanded far beyond the sidelines. Finglass spearheaded the creation of internationally distributed calendars, youth cheer and dance camps, the Junior DCC program, and the Cowboys’ annual Christmas Extravaganza stage show. She also launched branded merchandise, including the Mattel-licensed DCC Barbie and NFL-approved DCC Teddy Bear, and produced a range of fitness videos and commercial performance programs.

Finglass’s strategic direction has led the team to perform on major platforms such as Saturday Night Live, The Oprah Winfrey Show, and on stage with music legends like Queen and Dolly Parton. Her savvy branding and leadership elevated the DCC into the spotlight of two hit TV series: CMT’s Dallas Cowboys Cheerleaders: Making the Team and Netflix’s America’s Sweethearts, where her sharp wit and “Kellisms” made her a fan favorite and respected mentor.

Among her proudest achievements is securing a place for the iconic DCC uniform in the Smithsonian’s National Museum of American History — an enduring symbol of American pop culture.

Yet, it’s the quieter moments that matter most to Finglass: visiting veterans hospitals and senior care centers with her team. For her, that’s when the true spirit of being a cheerleader shines brightest — lifting hearts and spreading joy wherever they go.