• The Wall Street Journal (subscription required), Thursday, April 19, 2007 10:45 AM

Putting in an appearance on the cheerleading circuit is becoming mandatory for marketers hoping to connect with teens through word-of-mouth marketing. These marketers--including Procter & Gamble and PepsiCo--recognize cheerleaders can be among the most popular people in high school, able to influence opinions on deodorant, shampoos or other products.

P&G has been showing up at events run by Varsity Spirit--a Memphis, Tenn., concern that organizes cheerleading camps and competitions--since 2004. It ramped up its efforts recently when it signed a sponsorship pact allowing it to create multiple promotions at Varsity-organized events. Promotions include sending makeup artists affiliated with P&G's CoverGirl line of cosmetics to offer makeup tips.

PepsiCo signed a sponsorship pact with Varsity in 2004 to promote its Propel water. The soda giant has held workshops at cheerleader events to teach teens about nutrition and the value of drinking water, says Jeff Urban, senior vice president of sports marketing, for Propel and Gatorade. Pepsi estimates that Propel has been able to reach about 500,000 cheerleaders and dancers during that time.

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