I was pleasantly surprised to see this write-up in the LA Times about the partnerships brands are forming with Varsity Spirit to reach teens through cheerleading and dance. Before moving down to my current role, I actually started this partnership for P&G, first signing up Secret as a sponsor and then expanding the deal to include Herbal and Cover Girl. Cheerleading has exploded into the mainstream (look at Heroes with “Save the cheerleader, save the world”) and the girls are highly influential. Frankly I am surprised more brands looking to tap into the youth market haven’t worked with Varsity to reach this group.
Partnership with Varsity Spirit featured in LA Times