12min chapter

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The Sunday Read: ‘How Cheerleading Became So Acrobatic, Dangerous and Popular’

The Daily

CHAPTER

Cheerleading Empire: Domination and Controversy

This chapter explores the aggressive expansion tactics of Varsity Brands in the cheerleading industry, detailing their acquisitions and market control strategies. It reveals the internal dynamics and controversial decisions that shaped the competitive landscape, impacting both smaller companies and families involved in the sport.

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