The reported $1.5 million net worth of Kelli Finglass stands in sharp contrast to the earnings of Dallas Cowboys Cheerleaders she directs. Her exact compensation remains private, but cheerleader pay has grabbed public attention and renewed interest in the financial workings of America’s most famous cheer team.
The Dallas Cowboys Cheerleaders will see a dramatic 400% pay increase for the 2025-2026 season, according to the Netflix docuseries “America’s Sweethearts”[-5]. Veteran cheerleaders’ hourly wages will jump from $15 to about $75 per hour – a life-changing boost. The significant raise still leaves fans questioning Finglass’ compensation package, particularly since many cheerleaders need second jobs to support themselves.
This piece dives into Finglass’ known earnings, her remarkable path from cheerleader to director, and how her financial position mirrors the changing face of professional cheerleading compensation.
Kelli Finglass’ Journey from Cheerleader to Director
Kelli Finglass’s remarkable career with the Dallas Cowboys Cheerleaders (DCC) started long before she became their high-profile director. Her experience stands as one of the most successful career progressions in professional cheerleading history.
Her early years with the DCC
Kelli McGonagill (her maiden name) first stepped onto the field as a Dallas Cowboys Cheerleader in 1984. She quickly stood out during her five seasons with the squad through her exceptional performance and leadership qualities. These formative years showed Kelli’s precise attention to detail and organizational skills that would become her trademark as director.
Many of her peers saw cheerleading as a temporary position, but Kelli took a professional approach. She embraced every aspect of the role from rigorous training sessions to community appearances. Her natural ability to connect with fans and represent the Cowboys brand made her shine among her teammates.
Becoming the first cheerleader invited back without audition
DCC management noticed Kelli’s dedication and talent. She became the first cheerleader in DCC history to receive an invitation to return without going through the standard audition process – an unprecedented move at that time. This exceptional honor highlighted her performing abilities and how she embodied the organization’s values and image.
This special recognition pointed to the unique bond Kelli would build with the Cowboys organization. It also showed management’s trust and confidence in her abilities, hinting at her future leadership role.
Transition to assistant and then director
Kelli made a smart career move after her cheerleading career by accepting an assistant director position with the DCC. She worked closely with previous leadership and learned the business operations behind America’s most famous cheerleading squad. The organization appointed her as the Director of the Dallas Cowboys Cheerleaders in 1991.
Kelli has revolutionized the role of DCC Director into a position of major influence and responsibility over the last several years. The cheerleading squad has grown from a sideline attraction to a global brand under her leadership. Her business sense has expanded the DCC’s reach through television shows, international tours, and merchandising opportunities.
Kelli’s compensation package reflects her role as both the DCC’s face and its business strategist. Her path from cheerleader to director shows a rare career trajectory in professional sports entertainment.
What Does Kelli Finglass Do as DCC Director?
Kelli Finglass, the 32-year-old Director of the Dallas Cowboys Cheerleaders, has revolutionized her role beyond basic team management. Her complete responsibilities have made the DCC the gold standard in professional cheerleading.
Managing recruitment and training
Finglass leads a detailed multi-step audition process that selects America’s Sweethearts. She assesses hundreds of hopefuls each year based on strict criteria including:
- Dance technique and showmanship
- Poise and personality
- Physical fitness and high kicks
- Knowledge of the Cowboys organization
- Interview performance and communication skills
“The girls are all very, very good with their own nutrition, their own personal workouts,” notes Finglass about her training philosophy. She constantly assesses candidates’ abilities to handle pressure while they maintain professional standards during training camp. The cheerleaders must prove themselves yearly through re-auditions, which shows how Finglass values excellence over seniority.
Overseeing brand and sponsorships
Finglass acts as the brand’s chief steward beyond recruitment. “Kelly is a steward for the brand in every decision she makes — from the dancers she selects to be on the team, to the light-up pom poms she procures for their annual Christmas Special”. She has grown the organization by securing corporate sponsorships like Belk, which provided official wardrobes for Finglass and choreographer Judy Trammell.
She created and refined several DCC-branded competitions that include DCC Dance & Drill Team Competitions, Camp DCC, Cheers for Years, and Cheers for Fitness. The cheerleaders have become international ambassadors who represent the Cowboys worldwide under her leadership.
Producing halftime shows and media content
Finglass launched DCC Productions, a special events company that creates halftime performances for the Cowboys and other sports organizations. She served as executive producer for CMT’s “Dallas Cowboys Cheerleaders: Making the Team” for 16 seasons.
“We’re now in the TV business. And as of a couple of weeks ago, we’re in the live stage show business,” explains Finglass about her expanding media duties. Her media presence has substantially increased her salary and influence, which lets her earn compensation that matches her role as brand ambassador and business strategist.
How Much Does Kelli Finglass Make in 2025?
Kelli Finglass’ salary details remain a mystery despite her high-profile role. The financial compensation of the DCC director draws significant attention as public interest in cheerleader pay continues to grow.
Why her salary is not publicly disclosed
Kelli Finglass’ compensation package stays private, unlike many corporate executives’ salaries. The Dallas Cowboys organization keeps executive salaries confidential since it’s a private company. Finglass shifts conversations toward team achievements when asked about compensation in interviews. She supports cheerleader pay increases and has called them “60-plus years long overdue”. Yet she stays quiet about her own financial arrangements.
Estimated salary based on cheerleader pay
The gap between cheerleader earnings and director compensation reveals an interesting pattern. Dallas Cowboys Cheerleaders currently earn $15-20 per hour or $500 per game, which adds up to roughly $75,000 yearly. The 2025-2026 season brings what many call a “life-changing” 400% pay increase. Veteran cheerleaders will see their hourly rates climb to about $75 per hour.
Industry analysts believe Kelli Finglass’ salary reaches six figures easily. One report suggests her annual earnings touch $1.5 million, though this number lacks confirmation. This substantial difference shows her thirty-year tenure and expanded role beyond basic cheerleading management.
Her net worth and other income sources
Kelli Finglass’ net worth stands at approximately $1.5 million according to consistent reports. Her wealth comes from several income streams beyond her director’s salary:
She serves as executive producer for shows like “Dallas Cowboys Cheerleaders: Making the Team” and Netflix’s “America’s Sweethearts”. She earns through corporate speaking events about football, business, marketing, and women’s leadership.
Her innovative merchandising programs turned a money-losing operation into a profitable venture. Her business sense secured valuable sponsorships, including a three-year deal with retailer Belk. These achievements boost both her personal brand and financial portfolio.
Inside Her Personal Life and Relationships
A rich personal life filled with lasting relationships and family bonds lies behind the tough exterior of America’s most famous cheerleading squad’s director.
Marriage to Joel Finglass
Kelli Finglass has managed to keep her marriage rock-solid while running the DCC. She tied the knot with Joel Finglass in 1996, and their marriage will reach 29 years in 2025. The couple celebrated this milestone just recently. Joel shared a joyful wedding photo on Facebook that showed the newlyweds peeking through their car’s sunroof.
Joel keeps a low profile professionally while Kelli shines in the cheerleading world. He works for himself and coaches a local lacrosse team since 1996. Their shared leadership roles in different fields have made their bond stronger. They can “vent about their teams and the powers that be” to each other.
Her children and family life
The Finglass’s family has two grown children: Ryan (25) and Samantha (27). A special moment came in June 2024 when Samantha married John McKean. Kelli shared her joy on Instagram: “When your best friend marries her best friend, and your best friends all join the celebration!”
Their children chose careers outside cheerleading. Ryan became a financial advisor in Texas after graduating from Texas A&M in 2021. Samantha works in branding and communications at Colonial Country Club in Fort Worth. She studied at Texas A&M and the University of Washington.
The family lives in Coppell, Texas, where they go to Tambourine Church, though Joel is Jewish. Of course, Kelli’s busy DCC schedule leaves little time for activities beyond her family.
Friendship with Judy Trammell and Shelley Bramhall
Judy Trammell, DCC’s head choreographer, shares more than just work with Kelli – they’re true friends. Their bond goes back decades to when Trammell finished her last year as a DCC cheerleader while Kelli started as a rookie.
Kelli also shares a close bond with Shelley Bramhall, the team’s associate choreographer and event coordinator. Their friendship faced a test during the Netflix series “America’s Sweethearts” when Shelley’s daughter Dayton tried out for the squad. “The relationship that we have with Shelly is personal and professional, and we’ve all stayed professional about it,” Kelli explained. Judy added, “You feel for your friends. Shelly’s definitely a good friend of ours besides a coworker.”
Yes, it is clear these friendships run deep – Dayton took part in Samantha Finglass’s wedding in June 2024, showing how Kelli’s personal and professional worlds blend together.
Conclusion
Kelli Finglass has without doubt changed the Dallas Cowboys Cheerleaders from a simple sideline show to a global brand during her 30-year role as director. Her estimated $1.5 million net worth remains in sharp contrast to the cheerleaders’ pay, even after their recent 400% raise.
The substantial pay increase marks a most important milestone to recognize cheerleaders, which now allows veteran performers to earn about $75 per hour. Finglass utilizes several income streams beyond her director’s salary through television production, speaking events, and creative merchandising programs.
The gap between director and cheerleader pay ended up highlighting bigger questions about fair compensation in professional sports entertainment. Finglass has called these raises “60-plus years long overdue,” showing she understands how cheerleaders’ work was undervalued historically.
Her remarkable trip from squad member to director shows how Finglass balanced her demanding career with her personal life. She maintained a 29-year marriage and raised two successful children. On top of that, her lasting friendships with colleagues like Judy Trammell and Shelley Bramhall show the unique blend of professional and personal bonds in this field.
Professional cheerleading’s digital world keeps evolving with Finglass at its helm. Her business expertise helped make the Dallas Cowboys Cheerleaders the industry standard while creating fresh revenue streams. Though questions about pay transparency remain, her leadership has lifted both the status and professionalism of America’s most famous cheerleading squad.
FAQs
Q1. What is Kelli Finglass’ estimated net worth? Kelli Finglass’ estimated net worth is approximately $1.5 million, which includes her salary as the Dallas Cowboys Cheerleaders director and income from various other sources.
Q2. How much do Dallas Cowboys Cheerleaders earn after their recent pay raise? Following a significant 400% pay increase for the 2025-2026 season, veteran Dallas Cowboys Cheerleaders can now earn approximately $75 per hour, which is a substantial improvement from their previous wages.
Q3. What are Kelli Finglass’ main responsibilities as the DCC Director? As DCC Director, Kelli Finglass manages recruitment and training of cheerleaders, oversees the brand and sponsorships, and produces halftime shows and media content, including executive producing television shows featuring the cheerleaders.
Q4. How long has Kelli Finglass been associated with the Dallas Cowboys Cheerleaders? Kelli Finglass has been associated with the Dallas Cowboys Cheerleaders for over four decades, starting as a cheerleader in 1984 and becoming the director in 1991, a position she has held for over 30 years.
Q5. Does Kelli Finglass have any other sources of income besides her director salary? Yes, Kelli Finglass has multiple income streams beyond her director salary, including earnings from executive producing television shows, corporate speaking engagements, and innovative merchandising programs she has developed for the DCC brand.