THERE are quite a few things that Cheer is famous for, namely the thrilling cheerleading performances, the bucketloads of drama, and of course, the incredibly loud supporters.
But one of the main things that really drew Sugus to become co-sponsors of Cheer 2012 – their third year supporting the competition – is the idea of peer support.
The cheerleaders involved in the competition tend to form strong bonds with each other, especially after months of hard work perfecting their routines and having to trust and rely on each other in order to pull off some of the team stunts.
The supporters, naturally, provide valuable support as well, fostering a positive environment throughout all the Cheer events (and especially the finals) by cheering on every team that performs, regardless of their rivalries.
According to The Wrigley Company managing director Ku Kim Huat, that’s exactly what the Sugus brand is all about. Their tagline is, after all, “Sharing fun moments”.
“Social support is an important factor in the well-being of everyone, from children to adults. It is an important psychological factor in helping young people build confidence and think more positively, especially in a competitive environment,” said Ku.
But apart from creating a culture of mutual support, Ku also recognises Cheer’s ability to encourage teamwork and good work ethics among the participants.
“It is important for students to take part in competitions like Cheer as it is a great platform for young people to gather and strive for the same goal.
“Cheerleading gives students the opportunity to participate in a healthy activity and learn the importance of unity at the same time,” he added.
Sugus hopes to contribute to that learning process by providing some “joy” that the teams can share throughout the finals – in the form of their products.
Not only will the cheerleaders and supporters get to have Sugus throughout the Cheer 2012 finals, they will also get to try the new Sugus Pineapple.
Ku added: “The young people at Cheer will learn to share joy and sadness together, and no matter what the end result is, they’ll know they are never alone because they are all part of the team.”
Cheer 2012 is organised by R.AGE and Galaxie, co-presented by Silkygirl and co-sponsored by Sugus. The Cheer 2012 finals will be held on June 16 and 17 at Stadium Malawati, Shah Alam, Selangor. Admission is free.