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In place of volleyball, they promoted competitive cheerleading to varsity sport status.
Experts estimate it commands more than 80 percent of the market. To be clear, competitive cheerleading – the variety the ICU and related groups promote – is distinct from traditional sideline cheerleading, where supportive auxiliaries rally crowds and promote school spirit.
While cheerleaders can participate in both varieties of the activity, competitive cheer focuses on contests against other squads at the local, regional, national and now international levels.
It provides cheerleading insurance and coaching safety and certification courses.
But Varsity’s biggest moneymaker is its uniforms and accessories division.
A key moment in cheerleading history came with the 2010 Biediger v.
Quinnipiac University case, in which Quinnipiac volleyball players and their coach filed suit after university administrators cut their team.With a range of new athletic opportunities brought about by Title IX and a changing society, girls and women began to turn away from cheerleading.In response, leaders of the emerging “spirit industry,” who sought to expand and profit from the activity, made it more athletic by encouraging the use of acrobatic stunts and tumbling.Leading the charge was Jeff Webb, a former collegiate cheerleader who, in 1974, founded the Universal Cheerleaders Association and, later, the Varsity Spirit Corporation.Webb held his first training camp in the summer of 1975.This would have undermined Varsity’s for-profit competitions, camps, clinics and any number of ventures in which Varsity engages.As the Houston Press pointed out: “In one of Varsity’s 2003 filings with the Securities and Exchange Commission (Varsity was briefly a public company), the company stated that recognition of cheerleading as an official sport and the ensuing increased regulation ‘would likely have a material adverse affect on Varsity’s business, financial condition and results of operations.’” Webb and his supporters countered that by disallowing sideline activities and other traditional duties, competition-only teams would ruin cheerleading as we know it.Jaime Schultz does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment. This means that for the next three years, the IOC will provide the International Cheer Union (ICU) with at least US,000 annually to promote the sport. In December, the IOC’s executive board voted to provisionally recognize cheerleading.Soon, professional teams found that cheerleaders’ wholesome sexuality boosted the entertainment value of their product.By the mid-1970s, an estimated 95 percent of all cheerleaders were girls and women.