“That’s why I don’t sleep at night. I’m a chronic improver. One of our main goals is performance excellence and if it’s wrong, we want it right.” DCC Director Kelli Finglass set the bar high for the Dallas Cowboys cheerleaders (DCC) as Netflix showed their rigorous audition process and flawless choreography. “America’s Sweethearts” Season 1 on Netflix, shifted the spotlight to the Cowboys’s cheerleaders ahead of the 2024 season. However, their journey came to an end shortly after Jerry Jones’s America’s Team was eliminated from the playoff rounds. Nevertheless, the cheerleaders landed another new high-profile role this time.

On Tuesday, ATP Tour shared a video on their X profile featuring Ben Shelton taking “on Aleksandar Vukic to kick off the @DALOpenTennis night session.” In the video, tennis star Shelton entered the venue at the Dallas Open, the Dallas Cowboys cheerleaders welcoming him on the sidelines.

This certainly caught the attention of NFL fans as well. As the ATP Tour organizers wrote on their official handle, “An intro only the @DCCheerleaders can deliver!” In the footage, as the World No. 13 entered, the cheerleaders welcomed him with their blue-color pom-poms, holding them up. They even cheered for the player hyping up Shelton, and even encouraging the home crowd to root for him.

Ahead of the season, Jerry Jones’s Cowboys selected their 2024-2025 cheerleaders squad. In this group, newcomers such as Abby Summers, Allison Khong, Darah Haidet, Ariel Brumfield, Charly Barby, Julissa Garcia, Sophia Brown, Madie Krueger, Trinity Miles, and Michelle Siemienowski made their presence to support their team. And now, the DCC members have the role of supporting their hometown player, Ben Shelton. Well, we can easily tell that the hype brought fruitful results for the U.S. player. He defeated Vukic in the Dallas Open at The Ford Center.

Additionally, this win was important as it further solidified Jerry Jones’s brand into his new branch of sports.

Jerry Jones’s Dallas Cowboys are on the roll to expand their brand!

The Jones family isn’t just about football anymore. Owning the world’s most valuable sports team, the $11 billion Dallas Cowboys, wasn’t enough, it seems. Now, Jerry Jones and his family are making another bold move into tennis. According to reports, the Dallas Open is leveling up with bigger names, a new venue at the Cowboys’ headquarters, and a prize purse of $2.8 million—more than three times last year’s. And with its ATP 500 upgrade, the stakes just got even higher.

Jerry Jones’s daughter and Cowboys’ co-owner, Charlotte Jones, also talked about it. She admitted that as the Association of Tennis Professionals upgraded the tennis tournaments to an ATP 500, it was the perfect opportunity for their brand to expand. This means the winners of the tournaments will score more points in terms of their rankings. That’s why Charlotte mentioned, “That gave the upscale to the event. We felt like, ‘OK, we can jump on this bandwagon and help you take it to another level.’” And they’re not stopping there!

Just months ago, Jerry Jones teamed up with Roger Penske to bring an IndyCar Grand Prix to the streets outside AT&T Stadium. This, too, improved the team’s branding, creating a whole new chapter for the Dallas Open and Jones’s brand. But the team’s players as well as NFL fans are still waiting for a sunblock roof in their games. Will Jones also approach this topic this offseason? Let’s wait and watch!