EVERY year, Alliance Cosmetics Sdn Bhd CEO Ng Chee Eng looks forward to Cheer, Malaysia’s premier cheerleading competition.

“The level of energy these young people have, they are so enthusiastic,” said Ng at the Cheer 2012 launch last week. “It’s not just the performers but also the supporters. You get into the stadium and immediately feel this lift of energy.”

Ng also added that Silkygirl’s tagline, “Unleash your confidence”, is in line with what cheerleading stands for — one of the reasons why the brand is sponsoring the competition for the seventh year

Alliance Cosmetics CEO Ng Chee Eng (left) and The Star chief advertising officer Lim Bee Leng at the launch of Cheer 2012.

“Silkygirl goes very well with what Cheer stands for. These young students performing there in front of the judges and the audience require confidence, and makeup helps them feel and look more confident. “These days the cheerleaders are not just wearing makeup, they’re becoming more daring by painting shapes and patterns on their faces as well,” he said.

Another sponsor, Sugus, is in its third year on board with Cheer.

Speaking on behalf of the Sugus brand, The Wrigley Company (Malaysia) Sdn Bhd managing director Ku Kim Huat said he admires the team spirit fostered among the students participating in Cheer.

“Cheer gives young Malaysians the opportunity to participate in a healthy activity, learn about team spirit and the importance of team work,” he said. “It is a great platform for teenagers to work hard and learn to strive for the same goal through collective effort.”

More importantly, as a sponsor, Ku says the whole idea of Cheer fits in perfectly with the Sugus brand.

Wrigley's senior marketing manager Lai Yoon Chan (L) and The Star chief advertising officer Lim Bee Leng at the Cheer 2012 launch.

“Cheer is where teenagers can have fun and share moments of joy together, and sharing fun moments is what Sugus is all about,” he said.

Ng also added that with the sport gaining popularity over the years, the teams were getting more skilled.

“It’s getting more and more competitive, which is good,” he said. “It’s a very fun and healthy sport and beneficial to young people.”

This year, Ng’s plans to interact more with the consumers during the competition.

“We’ll have some games during the event. It will be good to interact more with not just the cheerleaders but with the supporters as well,” he said.

Cheer 2012 is organised by R.AGE and Galaxie, co-presented by Silkygirl and Marigold HL Milk co-sponsored by Sugus.