Australian All Star Cheerleading Federation

What Australian All Star Cheerleading Federation does

Australian All Star Cheerleading Federation P/L (AASCF) is a privately held, Queensland-based event producer and de facto governing body for all-star cheerleading and dance in Australia, founded in 2005 and operating a platform-plus-events model. The core product is a national competition series of 18 championship events held across Queensland, New South Wales, Victoria, South Australia, and Western Australia, culminating in AASCF Nationals at the Gold Coast Convention and Exhibition Centre, which the company positions as the largest cheerleading and dance event outside the United States. Surrounding the events, AASCF maintains proprietary scoring systems (rubrics, age grids, skill lists, deduction guidelines) for Novice, University, CheerABILITY/DanceABILITY, and standard divisions, plus an "Is This Legal?" rules service that provides video review of cheer and dance skills through IASF Safety Officials. The organization is affiliated with the International All Star Federation (IASF) and was among the first non-US bodies recognized by USASF/IASF, which underpins the "Road to Worlds" qualification pathway for Australian athletes.

AASCF monetizes through multiple streams: per-athlete per-routine competition entry fees, spectator ticket sales, an annual TEAM AASCF All Star Access subscription membership that bundles personal accident insurance and VIP benefits, coach credentialing and education (including the 2026 Coaches Conference), AASCF Scoring Systems and rule books, and merchandise via shop.aascf.com.au. Its go-to-market is event-driven: the organization markets through its website, Facebook, and Instagram, processes registrations through ticketebo and its own online system, and distributes merchandise through an e-commerce storefront. AASCF serves two primary personas — all-star cheer and dance athletes (and their families/spectators) and coaches and program owners — with coach and gym-side services (credentialing, legality review, education) forming a sticky second revenue pillar alongside the high-volume competition entry business. As of 2024 the company reports 3,000+ registered coaches and 52,500+ competitors, and in 2025 it was awarded "Event Producer of the Year" by The Cheer Awards on the international stage.

Name

Australian All Star Cheerleading Federation

Legal name

Australian All Star Cheerleading Federation P/L

Website

https://aascf.com.au

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Australian All Star Cheerleading Federation (AASCF) is Australia's largest all-star cheer and dance event producer, running 18 annual championships across five states and serving 3,000+ coaches and 52,500+ competitors via a competition series, coach credentialing, scoring systems, and a membership program.

Ownership category

akta.pro rank

Product category

Cheerleading and Dance Event Production and Governance

NAICS

Spectator Sports (71121), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Amateur Sport Governing Bodies & Federations (National/Regional) (MPAKACAD)

akta.pro secondary industry

Athletics Compliance, Eligibility & Governance (EDALAIAJ)

Keywords

• Cheerleading competitions
• Dance competitions
• Coach credentialing
• Event production services
• Scoring systems

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Competition Entry Fees: AASCF charges fees per athlete per routine for events. Individual programs/gyms may add additional associated fees on top of AASCF's direct fees.
2. TEAM AASCF Membership: Annual member-only program providing benefits including early merchandise access, VIP event invitations, discount offers, and accident insurance coverage from 01/03/2026 to 28/02/2027.
3. Spectator Tickets: Sale of tickets to spectators attending competitions and championships.
4. Coach Credentialing/Education: Revenue from coach education programs, credentialing services, and virtual coach credentialing registration.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

The Australian All Star Cheerleading Federation (AASCF) produces and governs all star cheerleading and dance competitions across Australia, hosting 18 annual championship events that culminate in the flagship AASCF Nationals. The federation provides proprietary scoring systems, coach education and credentialing, judge training, a member-only TEAM AASCF All Star Access program, and "Is This Legal?" rule verification services for cheer and dance skills.

Product overview

Australian All Star Cheerleading Federation (AASCF) operates as an event producer and governing body for all star cheerleading and dance in Australia. The organization runs a platform-plus-events model centered around 18 annual competition events across five states (Queensland, New South Wales, Victoria, South Australia, and Western Australia), culminating in AASCF Nationals—the flagship national championship. The product portfolio includes core competition events (AASCF Nationals, Winterfest, All Star Cheer & Dance Battle, State Championships, Nationals Qualifier Stunt & Dance Doubles, ALL STAR CLASSIC), supported by scoring systems with comprehensive rubrics and guidelines. Education and credentialing services (coach accreditation, 2026 Coaches Conference) and the member-only TEAM AASCF All Star Access program provide ongoing value, while the Is This Legal? rules services for cheer and dance enable safety compliance. The organization also provides spectator ticketing, merchandise sales through the AASCF Shop, and anti-bullying initiatives.

Differentiator

Problem solved

Functional benefit

Products and services

• AASCF Nationals The premier national cheerleading and dance championship event held annually at the Gold Coast Convention and Exhibition Centre, serving as the largest cheerleading and dance event outside the United States and the official Australian Road to Worlds qualifier.
• Winterfest Annual winter cheer and dance competition event within the AASCF national competition series.
• All Star Cheer & Dance Battle Competition event featuring cheer and dance battles within the AASCF national event series.
• State Championships Championship events held across Australian states including Queensland, New South Wales, Victoria, South Australia, and Western Australia.
• Nationals Qualifier Stunt & Dance Doubles Qualifying competition for stunt and dance doubles categories that leads athletes into the AASCF Nationals.
• ALL STAR CLASSIC Major cheer and dance competition event within the AASCF national competition series.
• AASCF Scoring Systems Proprietary scoring framework for cheer and dance competitions, including general scoring rules, age grids, scoring rubrics, skill lists, deduction guidelines, and image policies for Novice, University (Elite & Premier), and CheerABILITY/DanceABILITY divisions.
• AASCF Education & Credentialing Coach education programs, credentialing, and accreditation services for cheerleading and dance coaches across Australia.
• TEAM AASCF All Star Access Exclusive member-only annual program (cycle 01/03/2026 to 28/02/2027) providing early merchandise access, VIP event invitations, special discounts, annual personal accident insurance coverage, and digital registration cards for members.
• Is This Legal? - Cheer Rule legitimacy service for cheer skills, providing video-based legality review through IASF Safety Officials for Level 1-7, Novice, and University levels.
• Is This Legal? - Dance Rule legitimacy service for dance skills, providing video-based legality review to AASCF Safety Officials for member coaches and gym owners.
• 2026 Coaches Conference Annual professional development conference for cheerleading and dance coaches, offered with full-day and half-day registration options.
• AASCF Spectator Tickets Ticketing service that allows spectators to attend AASCF competitions and championship events.

Quantifiable outcome

• Over 52,500 competitors at 18 Championships during 2024
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered minor and core.

• Hayley Lyson - Mobile Travel AgentminorGTM or Marketing Partner · 1 January 2026Preferred travel partner for 2026 AASCF Nationals, providing accommodation and travel booking services for event attendees.
• International All Star Federation (IASF)coreStrategic or Co-development Partner · 1 January 2006AASCF is affiliated with and serves as Australian representative of the International All Star Federation (IASF), the international authority in standardized safety, divisional structures, and coach/athlete education of All Star Cheerleading. AASCF was among the first organizations outside the United States to be recognized by the USASF/IASF Governing Body and played a key role in introducing their rules to Australia.
• USASF/IASF Governing BodycoreStrategic or Co-development Partner · 1 January 2006AASCF was among the first organizations outside the United States to be recognized by the USASF/IASF Governing Body, adopting standardized rules and structures for Australian competitions.
• Maniax Axe ThrowingminorGTM or Marketing PartnerSpecial offers partner for 2026 Nationals - 20% off bookings valid until Dec 31st 2026 with promo code AASCF20.
• Currumbin Wildlife SanctuaryminorGTM or Marketing PartnerSpecial offers partner for 2026 Nationals - provides discounted entry for competitors, family and spectators.
• Astra LuminaminorGTM or Marketing PartnerSpecial offers partner for 2026 Nationals - adult tickets at children's prices for bookings Nov 23 to Dec 7 2026.
• Jellurgal Cultural ExperiencesminorGTM or Marketing PartnerSpecial offers partner for 2026 Nationals - 50% off adult walkabout tour (first 100 bookings only) for Nov 23 to Dec 7 2026.
• Lost LocksminorGTM or Marketing PartnerSpecial offers partner for 2026 Nationals - escape room entertainment for event attendees.
• Level Up ArcademinorGTM or Marketing PartnerSpecial offers partner for 2026 Nationals - double dollars promotion matching spend during Nov 26-30 2026.
• Village Theme ParksminorGTM or Marketing PartnerSpecial offers partner for 2026 Nationals - save up to 30% on theme park tickets valid Nov 11 to Dec 7 2026.
• GC Aqua ParkminorGTM or Marketing PartnerSpecial offers partner for 2026 Nationals - 15% off 50 and 100 minute sessions valid Nov 24 to Dec 01 2026.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Varsity Spirit: The dominant US all-star cheerleading and dance event producer (backed by Bain Capital). Operates the largest competition calendar and merchandise platform in the category, directly comparable to AASCF's event-and-merch business model but at materially larger scale.
• The JAM Brands: US-based producer of multiple all-star cheer and dance event brands (JAMZ, CheerSport, Americheer). Comparable to AASCF as a multi-event producer running state, regional, and national championships with their own scoring systems.
• USASF / International All Star Federation (IASF): International sanctioning body for all-star cheerleading and AASCF's parent affiliate since 2006. Operates the same federation-and-pathway-to-Worlds model on a global stage, governing the rules and divisional structures AASCF licenses in Australia.

Direct peers

• World Cheer & Dance Alliance (WCDA): International federation providing cheerleading development resources and sanctioning for member countries. Comparable to AASCF as a federation-style organizer focused on cheerleading education, governance, and event sanctioning.
• CheerSport: Long-running US all-star cheerleading competition producer running state and national events under the JAM Brands umbrella. Direct functional analog to AASCF's State Championships and AASCF Nationals formats.
• Americheer: US-based all-star cheer and dance event producer organizing multi-state competitions and a national championship. Closely mirrors AASCF's geographic-spread event calendar with affiliated scoring systems.

Others

• Gymnastics Australia: National federation for gymnastics in Australia, sharing overlapping athlete demographics and coach-credentialing model with AASCF. Useful adjacent benchmark for member-based amateur sport federation economics in the Australian market.
• DanceSport Australia: National governing body for DanceSport in Australia. Adjacent to AASCF's dance-competition business, sharing the model of sanctioning events, training judges, and credentialing coaches in an Australian amateur sport context.

Regional players

• Cheerleading New Zealand: National governing body for cheerleading in New Zealand. Regional analog to AASCF's federation role in Australia, focused on athlete development, coach education, and competitions across the Tasman.

Emerging players

• National Collegiate Spirit Awards / NCA & NDA: National cheerleading and dance competition series run by Varsity focused on the collegiate and scholastic segments. Relevant as the US benchmark for the "University" and scholastic-style divisions that AASCF has begun incorporating.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/aascf
• Instagraminstagram.com/aascf
• Xx.com/AASCF
• LinkedInlinkedin.com/company/australian-all-star-cheerleading-federation

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Australian All Star Cheerleading Federation