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Before the founding of the Dallas Cowboy Cheerleaders, the football team's cheer squad was a male-female group called CowBelles & Beaux. The group made its sidelines debut in 1960. Local high school students made up the squad. It was typical of other cheerleading teams throughout the 1960s, rarely getting much attention. At that time, cheerleading was more about, as its name implied, exhorting the audience to show their support for the team. Seeing the cheerleaders was rarely a reason for watching football at the time.
In the early 1970s, Cowboys manager Tex Schramm decided to change their image to boost attendance. At first he simply tried hiring professional models but that did not work due to the their lack of athletic ability. He then knew that he needed professional dancers with stamina who would be able to perform through an entire game. He worked with local choreographer Texie Waterman, who was charged with auditioning and training an entirely new and unique squad which would combine an attractive appearance, athletic ability, and talent as performers.
This group, The Dallas Cowboys Cheerleaders appeared on the sidelines during the 1972–1973 NFL season.
Even greater national attention came in 1978 when the squad was on two network TV specials, NBC Rock-n-Roll Sports Classic and The Osmond Brothers Special on ABC. In 1978, they had their own hour special to ...