Greg Whiteley initially had no interest in making a docu-series on the Dallas Cowboys cheerleaders. The creator of Cheer and Last Chance U was “a little intimidated” by the brand. But more than that, Whiteley just didn’t think he’d get the editorial or creative control he’s used to working with. Whiteley still met with Charlotte Jones, the Chief Brand Officer and Co-Owner of the Dallas Cowboys, who—lore has it—managed to persuade him. And thus, Netflix’s hit docuseries, America’s Sweethearts: Dallas Cowboys Cheerleaders, was born.
“There was just this sense that they had nothing to hide. They were very proud of what they were doing,” Whiteley says. “There was just something about those initial meetings. It just made me think, ‘This will be a good show. I think it’ll be different than what I was imagining.”
Whiteley’s hunch proved to be correct. The opening two seasons of America’s Sweethearts: Dallas Cowboys Cheerleaders were hugely popular on Netflix. The show even earned a Primetime Emmy Award nomination for Outstanding Unstructured Reality Program in July 2025. The third season was released on Netflix on June 16.
One of the main reasons Whiteley believes America’s Sweethearts: Dallas Cowboys Cheerleaders connected with viewers so strongly is that, even though it would appear those involved “have the world by its tail and can get anything their hearts desire,” the show proves that’s not true. “To me, the show is very human,” he says. “When people watch it, there’s something very reassuring about it. It invites a level of empathy that I think just leads to good storytelling.”
For the third season of America’s Sweethearts, Whiteley wanted to be honest about how the success of the show has impacted the cheerleaders.
“Season three is actually the first time that they’re holding auditions post the release of the show,” Whiteley says. With only six roster spots available, Finglass and Trammell have to make some of the toughest decisions in their careers.
“There was a significant uptick in the number of people wanting to audition, and geographically where they come from, just because Netflix has such a huge reach,” he says. “You now get people in Australia, who had never even considered auditioning for the Dallas Cowboys cheerleaders, seeing the show, getting the idea, and then trying out.”
When it comes to selecting storylines for the show, Whitely explains that he and his crew are constantly trying to find the most riveting, resonant, and impactful narratives. “Because they’re all so interesting and intense. They’re so talented and driven,” he says. “The challenge is, who do you follow? And when do you follow them? It’s very difficult to predict when somebody is going to have something dramatic happen to them during the course of the story.”
For that reason, Whiteley says they never schedule their days more than 48 hours in advance, as that gives them time to shift to a story that might seem more interesting. “It’s really brutal in a way,” Whiteley says. “You’ve got several different boring pots. We’re just constantly trying to find the right storyline.”
While that might seem like a truly chaotic way to create the series, Whiteley believes the revolving door of cheerleaders, and the fact that everyone who auditions has their own personality and story, means America’s Sweethearts: Dallas Cowboys Cheerleaders could go on for as long as they want.
“Not only is every woman who comes in super interesting, but where they come from is becoming more varied,” he says. “The show is so much fun to make. As far as I’m concerned, we could go on forever.”
Speaking just a few days after the New York Knicks won their first NBA championship in 53 years, which seemingly caused the entire five boroughs to break out in celebration, Whiteley can’t help but wonder how Dallas would react to the Cowboys winning a Super Bowl, something they haven’t done in 30 years.
“In the old days, you’d read stories about the king and the court and the castle and fiefdoms, and I think Dallas and generally Texas operate like that with the Cowboys,” explains Whiteley. “If you work for the Cowboys, you’re regarded so highly in a way that I don’t think any other sports team and city can compare. The Cowboys are just everywhere.”
Even though it’s been so long since they last won the Super Bowl, Whiteley insists the Cowboys are still more popular than any other NFL team. “They still get a disproportionate number of nationally televised games, because of the reach and magnitude of the Cowboys brand. That’s the measure of the team’s brand. The Cowboys haven’t won it for years, but it hasn’t affected their popularity.”
Since Whiteley has no interest in bringing an end to the series, when the time does finally come for the Dallas Cowboys to end their Super Bowl drought, you can expect him to be right in the middle of the celebrations, filming the cheerleaders, who will have undoubtedly played their part and helped to spur the fans and players on.
“The Dallas Cowboys cheerleaders are such a big part of it all, too,” Whiteley says. “There are casual football fans who can name cheerleaders from them. No other team has that kind of interest. It’s just a level of devotion that’s unlike anything I’ve ever seen.”
Author
Gregory James Wakeman
Gregory James Wakeman
View Profile
Gregory Wakeman hails from northern England but is now based in the USA. He's written for BBC, New York Times, and Smithsonian, to name but a few, all while defiantly keeping his accent.