The Dallas Cowboys Cheerleaders, an iconic fixture of American sports culture, have credited Britain’s entertainment industry with shaping their approach to performance during an event marking the buildup to the 2026 World Cup. Speaking at a cultural exchange in London, the squad’s director expressed admiration for the UK’s creative sector and its global influence on dance and entertainment.
“We have always looked to Britain for inspiration,” said Kelli Finglass, director of the Dallas Cowboys Cheerleaders, during a press conference held at the British Film Institute. “From musical theatre to pop music, the UK sets the standard. We are proud to blend that tradition with our own spirit of American football.”
Finglass’s remarks came as the cheerleaders performed a special routine to a medley of British hits, a gesture designed to honour the UK’s cultural exports. The performance was part of the “World Cup Fever” initiative, a series of events hosted by the UK government to promote the 2026 World Cup, which will be co-hosted by the United States, Canada, and Mexico.
Britain’s entertainment industry has long been a soft power asset, with annual global revenues exceeding £100 billion. The sector’s influence extends from film and television to music and live performance, making it a natural ambassador for international events. Lord Parkinson, Minister for Arts and Heritage, noted at the event that “the UK’s creative sector is a cornerstone of our diplomatic outreach.”
“When the Dallas Cowboys Cheerleaders cite British talent as an influence, it is a testament to the hard work of our artists and producers,” Parkinson added. “It also shows how cultural ties can strengthen sporting partnerships.”
The Dallas Cowboys organisation, valued at over $10 billion, has been expanding its international brand. The cheerleaders have toured extensively, with recent stops in Japan, Australia, and now the UK. Their presence at a World Cup-related event underscores the growing crossover between American football and football, the latter of which remains the world’s most popular sport.
The US joint bid for the 2026 World Cup was successful in part due to promises of record-breaking infrastructure and commercial opportunities. However, cultural exchanges such as this are seen as vital for fostering goodwill and softening perceptions of American dominance in global sports.
Critics argue that events featuring cheerleaders risk trivialising women’s roles in sport. But Finglass defended the squad’s participation, stating that “the cheerleaders are athletes in their own right. We train year-round and represent the finest of what American dance and fitness can achieve.”
The performance in London was met with applause, though some attendees questioned whether cheerleading aligns with British sensibilities. The UK, which has its own traditions of dance and pageantry, rarely hosts such displays outside of American import events.
Ian Prior, a professor of sport and culture at the University of London, said the incident reflects a broader trend of cultural globalisation. “The Dallas Cowboys are a brand as much as a sports team. Their cheerleaders are part of that package. For Britain, this is an opportunity to showcase its own entertainment muscle while welcoming global formats.”
Finglass concluded by expressing hope that the collaboration would inspire future cross-Atlantic partnerships. “When cultures meet, everyone wins,” she said. “We are honoured to be here and to highlight the best of British entertainment.”
The event, hosted at the BFI Southbank, was supported by the Department for Culture, Media and Sport. Further World Cup-related events are expected across the UK in coming months, with a focus on cultural exchange and tourism promotion.
