Aims/Purpose: The purpose of this study was to investigate the challenges facing marketing Allstar Cheerleading in the Uk. The study explored this with the aim of: understanding challenges occurring in marketing Cheerleading in the UK; recognising potential solutions to marketing Cheerleading and understanding how to best market Cheerleading in the UK.
Methods: A questionnaire was used for data collection using open questions. Participants included 12 Cheerleading coaches, all were volunteers and fit into the following criteria: had been coaching for at least three years; over the age of 18 and with some experience marketing Cheerleading in the UK. A thematic analysis was then used to analyse the data and a reflective journal was kept during data analysis to help rigour.
Results: Data analysis revealed the challenges of marketing Cheerleading in the UK. These included costs and stereotypes of the sport, gender biases, sexualisation of athletes and the misunderstanding of the sport. Solutions to these challenges were also discovered, predominantly the use of relationship marketing and specifically social media. The best way to market Cheerleading was suggested as a combination of social media along with community engagement, use of schools, local performance and taster sessions.
Conclusions: The study concluded Cheerleading would benefit from using the marketing techniques discussed as they will help the sport overcome challenges allowing Cheerleading to continue to grow, athletes to get recognition and eventually Olympic sport status.
Future research: Future research should surround the effectiveness of Cheerleading’s marketing focus on newcomers to the sport and ultimately the need for specific marketeers as the sport develops.