Dee Brock, Dallas Cowboys Cheerleaders founder, dies at 96

TYLER, Texas (KLTV/Gray News) - A cheerleading legend has died, according to the director of the Dallas Cowboys Cheerleaders.

Kelli Finglass, who has led the cheerleaders since 1991, confirmed Wednesday that Dee Brock of Tyler, who founded the iconic team in 1960, has died.

“Dee’s leadership, imagination, and unwavering commitment to excellence shaped far more than a team. She created a standard, a spirit, and a symbol that have inspired generation and earned recognition around the world,” Finglass posted on social media. “Her influence lives on in every performance, every dream pursued, and every woman who has worn the uniform with pride. We are deeply grateful for her vision, her courage, and the extraordinary legacy she leaves with the Dallas Cowboys Cheerleaders.”

From 1960 to 1975, Brock was the cheerleaders’ director.

Early life and path to the Cowboys

A 2009 interview with then-KLTV sports director Maya Golden-Bethany highlights how Brock grew up in Wright City and attended school in New London. She later went on to become a model in Dallas.

A friend working for the Cowboys introduced her to the team’s president Tex Schramm.

“He knew that Tex Schramm wanted to have cheerleaders for the Cowboys,” Brock told Bethany. “His idea was that he would have models. First thing I did was, I said what every model always asks, ‘How much does this pay?’”

When Schramm said there would be no salary, Brock informed him he would have a hard time convincing models to cheer.

“He said, ‘What do I do then? What could we do?’” Brock shared. “I said, ‘If I were in charge, this is a start-up team. First time you are going to have a team on the field, I would go for high school cheerleaders.’’

Super Bowl appearances and changes to the squad

Brock took squads in 1971 to Super Bowl V in Miami and in 1972 to Super Bowl VI in New Orleans. It was after the Super Bowl appearances that she decided change was needed.

The girls had to be 18 years old and Brock hired a dance choreographer. She also sketched the now-trademark cheerleaders uniform on a legal pad.

Brock also pushed to have an integrated squad, which she was able to accomplish in the 1960s.