During that time, the ICU can apply for full Olympic recognition in the Summer Olympic Games.ICU president Jeff Webb called the decision a “monumental milestone for cheerleading” and “the culmination of my life’s work.” I study the history of women’s sport, which makes me curious about Webb’s enthusiasm for the IOC’s decision. “Cheer leading” – as it was then known – was for men only and the “rooter kings” and “yell leaders” were often captains of other sports teams.A key moment in cheerleading history came with the 2010 Biediger v.
In place of volleyball, they promoted competitive cheerleading to varsity sport status.
At the trial, Webb took the stand as an expert witness to testify that cheerleading was not a sport.
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.
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$25,000 annually to promote the sport.
In December, the IOC’s executive board voted to provisionally recognize cheerleading.By the 1990s, cheerleaders were athletes, and Varsity was big business.Today, Varsity Spirit is part of Varsity Brands Inc., which, among its many holdings, includes a staggering and diverse number of cheerleading and dance assets, including USA Cheer, the National Cheerleaders Association (once a rival organization), the National Dance Alliance, American Cheerleader magazine, and 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.It provides cheerleading insurance and coaching safety and certification courses.But Varsity’s biggest moneymaker is its uniforms and accessories division.It hosts camps and clinics and stages cheerleading’s biggest competitions.It owns cheerleading gyms and academies around the world.