There is nothing like a juicy reality show with an iconic leading lady at its center.

Luckily, Netflix just dropped season 3 of America’s Sweethearts: Dallas Cowboys Cheerleaders and it shows every side of the intense sport that is cheerleading. This time around, the show follows the squad throughout the 2025-2026 season during the gruesome audition process and all the way to NFL season.

The docuseries does so much more than highlight the women in those iconic DCC Lucchese boots on the field. The show offers a look at the people who never take the field to perform, but whose contribution to the team should not be overlooked. People like Dallas Cowboys Cheerleaders legend, Kelli Finglass.

Finglass is featured prominently in the show, but what is her exact role in the Dallas Cowboys organization?

Who is Kelli Finglass?

Kelli Finglass is the Director of the Dallas Cowboys Cheerleaders. She is also one of the main stars on America’s Sweethearts: Dallas Cowboys Cheerleaders. CAA states Finglass does more than just run the team; her role is all about “balancing the iconic legacy of the Dallas Cowboys Cheerleaders with modern, forward-thinking strategies.”

When Was Kelli Finglass a Dallas Cowboy Cheerleader?

Finglass was a part of the cheer team from 1984 to 1989. Once she became an alumni, she “brought a visionary approach to the organization in the early 90s, blending deep-rooted tradition with bold innovation to elevate the team’s presence on and off the field.”

Finglass works with fellow alumni Judy Trammell to maintain the cheer team’s reputation while continually evolving the choreography and leadership.

In an interview with DECIDER, the two women reflected on how meaningful the team is in their lives. For Finglass, seeing the team receive a 400% pay raise is representative of her years of hard work: “I was very proud of them. The entire organization wants to make sure they feel valued. We needed to have a discussion at the right time when we could make changes, and that has happened now. They’re happy with the program’s enhancements, and we’re happy for them. We want our team to be productive and feel valued.”

How Long Has Kelli Finglass been the DCC Director?

According to CAA, Finglass has held this position for “over three decades.” During her time as director, Finglass secured “the Dallas Cowboys Cheerleaders’ place in the Smithsonian“and has “elevated the status of cheerleaders as cultural icons, showcasing the power and potential of women in leadership roles.”

Whether or not your familiar with Finglass, it’s clear she is the cheer team’s backbone that continues to push them to victory.

All episodes of America’s Sweethearts: Dallas Cowboys Cheerleaders are now streaming on Netflix.