5 Shocking Secrets And The Uncensored History Of The 1970s Dallas Cowboys Cheerleaders

The Dallas Cowboys Cheerleaders (DCC) of the 1970s are not just a nostalgic footnote in NFL history; they are a genuine cultural phenomenon that redefined professional sports entertainment. As of December 2025, the legacy of this groundbreaking squad—often dubbed "America's Sweethearts"—continues to be celebrated, with artifacts from the era being preserved in national museums and former members sharing their stories in recent reunions. This period saw the DCC transform from a simple sideline distraction into a global brand, setting the standard for all modern professional cheerleading and sparking an era of both adoration and controversy.

The squad's explosive popularity, driven by their dazzling choreography, iconic uniform, and savvy marketing by the Dallas Cowboys organization, catapulted them far beyond Texas Stadium. They became international pin-ups, stars of their own television movie, and, critically, the subject of a major legal battle that cemented their place in American intellectual property law. The true story of the 1970s DCC is a fascinating blend of athleticism, glamour, and the complex cultural shifts of the decade.

Biographical Profile: The Visionary Director and the Modern Sweetheart

The 1970s success of the Dallas Cowboys Cheerleaders was orchestrated by two key figures: the team's visionary General Manager, Tex Schramm, and the squad's groundbreaking Director, Suzanne Mitchell. However, the legacy is carried by the women who lived the experience, such as cheerleader Suzette Freeman.

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Suzanne Mitchell: The Architect of the DCC Brand

• Born: July 7, 1943, in Fort Worth, Texas.
• Role: Director of the Dallas Cowboys Cheerleaders.
• Tenure: 1976 through 1989.
• Impact: Mitchell is credited with professionalizing the squad, introducing strict rules, and shaping the "seductive, hip-shaking" style of entertainment that became their trademark. She helped popularize the DCC into a global phenomenon, leading to their international tours. Mitchell joined the Dallas Cowboys Football Club in 1975 after a pivotal meeting with Tex Schramm.
• Current Status: Mitchell passed away at the age of 73. She is survived by her brother, W. W. Mitchell, and his wife, Beverly.

Suzette Freeman (née Hash): The Cheerleader and Realtor

• Cheerleading Years: 1976–1978.
• Legacy: Suzette was part of the iconic squad during their rise to "America's Sweethearts" status, including the period of the famous 1976 Super Bowl appearance.
• Post-DCC Career: She is a successful realtor based in Port Aransas, Texas.
• Recent Activity: Freeman is an active member of the DCC alumni community and has participated in recent reunion events, sharing her experiences with local groups.

The Birth of a Phenomenon: From Sideline to Super Bowl Stardom

The modern Dallas Cowboys Cheerleaders squad, as we know them today, officially debuted in the 1972-73 football season. This transformation was a direct business strategy by GM Tex Schramm to boost attendance at the team's new home, Texas Stadium, and to inject glamour into the NFL experience. The original co-ed high school cheerleaders were replaced by an all-female, highly choreographed dance team.

The squad’s popularity exploded in the mid-1970s. Their choreographed dance line and new, instantly recognizable uniform—the blue and silver-clad outfit featuring fringed vests, hot pants, and white go-go boots—quickly rivaled the team itself for audience attention.

The 1976 Super Bowl Moment

A pivotal moment occurred during the 1976 Super Bowl. The DCC captivated millions of viewers across the country with their dazzling performance. This national exposure was critical, turning them into a household name and paving the way for the "America's Sweethearts" moniker. The exposure was so powerful that a famous poster of a DCC member winking became one of the country's hottest pinups, further cementing their status as cultural icons.

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Groundbreaking Diversity

The 1970s squad also made history in terms of diversity. Mary Smith was selected as the first black Dallas Cowboys Cheerleader in 1970, a significant step in the history of the organization and the NFL. This early inclusion showed the organization's willingness to embrace change, even as they navigated the cultural complexities of the era.

The Controversial Legacy: The 'Debbie Does Dallas' Scandal

The immense popularity of the DCC in the late 1970s brought with it an unprecedented "brush with controversy" that forced the organization to take legal action to protect its brand.

The 1978 Pornographic Film

In 1978, a pornographic film titled Debbie Does Dallas was released. The movie, which featured a storyline about a group of cheerleaders trying to raise money to go to Dallas to cheer for the Cowboys, directly capitalized on the DCC's fame and uniform.

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The Landmark Trademark Lawsuit

In response to the film, the Dallas Cowboys Cheerleaders, Inc. (a subsidiary of the Dallas Cowboys football club) filed a landmark trademark infringement lawsuit in 1979. The DCC successfully sued the New York-based producers of the film, arguing that the use of their name and uniform style was a clear violation of their intellectual property. This case was a crucial legal victory that established the DCC's right to protect its brand and image, setting a precedent for professional cheerleading organizations and their commercial assets.

The 1979 Television Movie

To counter the negative publicity from the scandal and further control their brand narrative, the DCC quickly produced their own mainstream media project. The television comedy-drama film, Dallas Cowboys Cheerleaders, aired on the ABC network on January 14, 1979. The film starred Jane Seymour as an undercover reporter sent to write an exposé, only to find herself falling in love with the experience. The movie, directed by Bruce Bilson and co-starring Bert Convy, was a massive ratings success, further solidifying the DCC's place in pop culture and differentiating their wholesome image from the unauthorized adult film.

Cultural Entities and Enduring Influence of the 1970s Squad

The trailblazing 1970s squad left a permanent mark on American culture, which can be seen in the preservation of their history and the continued influence of their style.

The Iconic Uniform

The famous blue and silver uniform, designed to be sexy yet athletic, became a global trademark. The uniform’s design, featuring the fringed vest and hot pants, has been scrutinized since the 1970s, often being discussed in the context of the feminist movement and the sexualization of women in sports. Regardless of the debate, the uniform is now recognized as a piece of American history, with DCC artifacts donated to the prestigious National Museum of American History.

Key Entities of the 1970s DCC Era:

• Tex Schramm: Dallas Cowboys General Manager who pioneered the modern squad.
• Suzanne Mitchell: Director who professionalized the DCC.
• Mary Smith: The first black Dallas Cowboys Cheerleader (1970).
• Suzette Freeman (Hash): Cheerleader (1976-1978) and active alumna.
• Donna Darden, Georgia Ann Fry, Kim Patterson, Luann Carter, Mary Linda Williams, Sherrie O’Brien, Sue Slaughter, Vanessa Baker: Rookies from the 1970-71 squad.
• Texas Stadium: The home field where the modern DCC debuted.
• ABC Network: Aired the successful 1979 TV movie.
• Jane Seymour & Bert Convy: Stars of the 1979 TV movie.
• Debbie Does Dallas: The controversial 1978 film that led to the trademark lawsuit.
• National Museum of American History: Repository for DCC artifacts.

The 1970s Dallas Cowboys Cheerleaders were more than just entertainers; they were cultural trailblazers. They created the template for the modern professional cheerleader, navigated the complexities of their era, and successfully defended their brand against unauthorized exploitation, ensuring their legacy as "America's Sweethearts" would endure for decades to come.