When the Minnesota Vikings unveiled their 35-member cheer squad this month, the internet didn’t just react to the choreography. The real flashpoint? Two men, Blaize Shiek and Louie Conn, stepping onto the sidelines in uniform. For some fans, this was progress. For others, a provocation. The outrage - ranging from boycotts to slurs - wasn’t really about cheerleading. It was about masculinity, visibility, and who gets to belong in the most hyper-masculine of American arenas: the NFL.

📊 Supporting Stats

The NFL’s cheerleading squads aren’t as female-exclusive as many assume: as of the 2025 season, at least 11 teams include male cheerleaders (NFL).
This shift began in 2018 when the LA Rams introduced Quinton Peron and Napoleon Jinnies - who went on to perform at Super Bowl LIII in 2019.
Sport remains one of America’s most rigidly gender-coded spaces. A 2024 Pew survey found 62% of U.S. adults believe “men and women express masculinity and femininity in ways that should remain distinct”, highlighting why even small shifts in presentation ignite debate.

🧠 Decision: Did It Work?
Yes - culturally and strategically. The Vikings are leaning into the evolving identity of fandom. Cheerleaders don’t exist for players; they exist for fans. And fans are no longer a homogenous group of men who demand a singular idea of femininity on the sidelines. Male cheerleaders reflect the reality of today’s audiences: diverse, inclusive, and unwilling to accept rigid gender norms. For a league long criticised for conservatism, this is not just optics - it’s cultural maintenance.

📌 Key Takeouts

What happened: The Vikings debuted a squad featuring two male cheerleaders, sparking online backlash and support.
What worked: The move reinforced inclusivity, aligned with shifting audience expectations, and positioned the Vikings as a progressive franchise.
What didn’t land: The polarised reaction exposed how fragile perceptions of masculinity remain in football culture.
Signal: Fans increasingly expect sport to mirror cultural diversity, not police it. Resistance to that inclusion is less about cheerleading and more about control over masculinity’s image.
Brand lens: For the NFL, moments like this are essential to bridging generational gaps and staying culturally relevant.

🔮 What We Can Expect Next
More teams will follow. Once the Rams set precedent in 2018, adoption spread steadily. As Gen Z fans - whose gender attitudes skew significantly more fluid—become core NFL consumers, visibility on the sidelines will only widen. But the pushback will remain. Expect right-wing punditry and social backlash to double down on sport as a “last bastion” of traditional masculinity. The tension between inclusivity and nostalgia will shape not just cheer squads, but NFL marketing, player narratives, and even brand partnerships moving forward.

👉 For brand strategists, the lesson is clear: representation isn’t optional. It’s a reflection of who sits in the stadiums and streams on Sundays. Ignore that, and you’re not protecting tradition - you’re forfeiting relevance.