In 2021 Cheerleading was recognized as an Olympic sport. Perhaps it was its immense popularity or the appeal that the activity could have on television audiences that persuaded the International Olympic Committee to grant full Olympic status. Be as it may, the acknowledgement lifted the hopes of a lot of people.
In the U.S. there are 3.5 million young hearts that enthusiastically take part in cheerleading. From the intimacy of elementary school gymnasiums to the fervent arenas of college campuses, most schools have organized teams led by dedicated trainers and coaches. On a global scale, the International Cheer Union puts together 119 federations representing 70 countries. With over 10 million athletes as members. Where the overwhelming majority, 97% to be precise, are women.
$1.8 billion in sales.
While cheerleaders flirt with the sparkling spotlight of the Olympics, IOC honchos are not alone judging that the new sport represents a significant market. Allied Market Research says that global cheerleading gear sales were $1.8 billion in 2023. Apparel giants like Nike and Adidas have joined in together with small niche brands to market to the needs of cheerleaders. The sneakers, for instance, are very lightweight and flexible. With grooves for large guys to grab and throw the girls high up in the air. Curiously, at a time beauty brands explore partnerships with female athletes, its only a handful of companies that are specifically courting the 9.7 million women actively engaged in the very spirited world of cheerleading.
Hearts were hurt when news came that, even though Cheerleading was recognized as an Olympic sport, it wouldn’t be included in the 2028 Los Angeles Olympics. The Organizing Committee selected Flag Football and Squash to make their Olympic debut instead.
mariano p
