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The topic of whether cheerleading should be considered a sport has been debated for years and there is still no clear winner. However, there is no arguing the influence cheerleaders have on their peers and their ability to bring in revenue from youth to professional levels.
I began cheerleading when I entered Junior High and I admit, initially it was the typical stereotype of girls jumping around, waving pom-poms and wearing pleated skirts. That all changed as I entered High School and a group of professional cheerleading coaches and choreographers were hired to work with our squads and get us competition ready. All of a sudden we were doing more than standing on the sidelines cheering. We were becoming athletes as opposed to “Barbie dolls”. We were running laps, building muscles, learning how to tumble, doing stunts, practicing for hours everyday and gaining respect and popularity. Cheerleading now required year-round dedication because of our support in many sports and competitions as well as acting as a continuous role model and maintaining academic performance.
As cheerleaders transform into athletes, their ability to set trends among their peers becomes a greater asset to companies who want to market to girls, especially ages 7 to 17. According to a 2007 study done by Active Marketing Group, 3.3 million Americans will participate in cheerleading, 1.3 million will cheer more than 60 days, and Pop Warner has seen a 20% increase in cheer participation. In addition, the 5,400 cheerleading and dance squads make up 45% of total participation in the organization. (Active Network) These statistics are only in the Pee Wee through High School age range and do not include the major influence cheerleading has on colleges and universities of all sizes nationwide. While colleges may not see as big a revenue from their cheerleading programs as youth or professional, they are stirring the biggest controversy with the attempt at making cheerleading a Title IV sport.
On the professional level, the role of a cheerleader is much different than in youth and college. Cheerleaders are primarily a marketing tool for professional sports teams and an additional source of publicity and revenue. The Dallas Cowboy Cheerleaders are just as recognizable as the football team they represent. Appearances for the top professional cheerleaders ranges from $100-$500 per hour per cheerleader and they work closely with marketing and community relations teams to attract fans and new sponsorship. Although professional teams are reluctant to put a specific number on the value that cheerleading brings to their organization, it is obviously enough to keep the program running.
Regardless of if you consider cheerleading a sport, it is undeniable that it is “big business”. From youth to professional levels, the marketing opportunities for companies targeting girls and tweens to football and basketball teams appealing to men and women, the possibilities are endless.
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