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How The Dallas Cowboys Cheerleaders Became A Phenomenon - Perhaps no one understood the correlation between football profitability and entertainment better than Dallas Cowboys general manager Tex Schramm, who had an extensive background in television and became the mastermind behind the most recognizable cheer squad in the world. In 1960, Schramm tried hiring professional models for the sidelines, figuring the predominantly male audience would like looking at pretty girls. But the experiment proved to be a failure because other than being beautiful, the models showed little athleticism and were unable to stand up to the physical demands of three hours in 100-degree Texas heat. The following year, Schramm and Dee Brock tapped local male and female high school students from the Dallas-Fort Worth area to comprise the “CowBelles & Beaux,” a wholesome, co-ed cheerleading squad that supported the team. But Schramm had a revolutionary inspiration in 1967. During a Cowboys game against the Atlanta Falcons at the Cotton Bowl, a popular local stripper named Bubbles Cash caused a sensational buzz in the crowd when she walked down the stadium stairs, provocatively dressed, at the 50-yard line carrying cotton candy in each hand. Schramm decided then and there that his Cowboys needed a cheerleading team dressed similarly to Cash. In 1969, the men were dropped from the “CowBelles & Beaux,” and the squad became known as the Dallas Cowboys Cheerleaders, each year recruiting new members. Schramm would later recount, ”I finally said, ‘The hell with it. Let’s entertain ’em with our cheerleaders instead of trying to lead them in cheers. Dress ‘em up pretty and let ‘em entertain.’”