You may have noticed that more and more cheer competition fixtures are being shown on television with certain squads and even individual cheerleading personalities becoming nationally known figures.
The underlying reason for the high exposure of cheer competitions is the interest of business in sponsoring these events through publicity and great cash prizes. They are aware that the public loves to attend cheerleading competitions and events where cheer squads perform. That means fabulous exposure for sponsors’ products and messages.
Big business has been persuaded that cheerleading is a major sport, qualifying for sponsorship and support like any other sporting pursuit. The hint (some would say the taint) of cheerleading is the prevalence of professionalism in what …