The Dallas Cowboys Cheerleaders (sometimes initialized as DCC, and officially nicknamed "America's Sweethearts") are the National Football League cheerleading squad representing the Dallas Cowboys team. During a game between the Cowboys and the Atlanta Falcons at the Cotton Bowl during the 1967 season, the scantily clad, well-endowed Bubbles Cash, a stripper by profession, caused a tremendous stir in the crowd that turned to cheers when she walked down the staircase stands on the 50-yard line carrying cotton candy in each hand. She became an instant public sensation in Dallas, also gaining attention from Cowboys General Manager Tex Schramm. Understanding the importance of the entertainment industry to the Cowboys' profitability, Schramm was inspired to form a cheerleading squad dressed in similar fashion to Cash. By 1969, it was decided that the cheerleading squad needed this new image. The male cheerleaders were dropped from the squad, and an all-female squad from local high school cheerleading squads in the Dallas-Fort Worth area was selected. From that point on, the "CowBelles & Beaux" became the "Dallas Cowboys Cheerleaders", with new members added every year.