Belk to Sponsor Dallas Cowboys Cheerleaders

US department store Belk has announced today a three-year partnership agreement with the Dallas Cowboys Cheerleaders (DCC).

The agreement includes endorsements, appearances, and numerous co-branded marketing initiatives. In the month of October, Belk will also be the exclusive provider of the iPromise clothing line for the benefit of Susan G. Komen outside of the Dallas Cowboys Pro Shops.

“The Dallas Cowboys Cheerleaders’ stylish reputation, Southern flair and influence in Texas as well as around the world made the partnership with DCC a natural fit for Belk,” said Jon Pollack, EVP  of marketing, sales promotion and eCommerce at Belk. “We look forward to working with America’s favorite cheerleaders for years to come.”

Belk will provide the official wardrobe for Director of the Dallas Cowboys Cheerleaders, Kelli Finglass, and Choreographer,Judy Trammell, as they film season nine of their hit reality TV show, “Dallas Cowboys Cheerleaders – Making the Team.” The show begins taping when auditions start on May 10, and Kelli and Judy will continue to wear fashion brands from Belk on gamedays throughout the 2014-2016 football seasons.

Finglass and Trammell, along with the cheerleaders, will be featured in a series of radio commercials to air during pre-game and in-game broadcasts.

“The synergy DCC and Belk share was apparent from the beginning. The company’s commitment to the communities in which it operates, fashion, style, and Southern values mirrors what the Dallas Cowboys Cheerleaders represent,” said Finglass. “This partnership was a perfect fit, and we’re excited to work along side Belk in our upcoming football seasons.”