At Primo Ticketing, we spend every season surrounded by the cheer and dance world. We see the early mornings, the packed venues, the nervous warmups, the emotional awards ceremonies, and the moments athletes remember for years afterward.

And behind every performance, there is more to see:

The discipline.

The sacrifice.

The consistency.

The commitment it takes to show up every single day.

That is one of the reasons Primo Ticketing became involved with the USASF Cheer and Dance All Star Scholarship program and why our CEO Shawn White talked with USASF about why supporting athletes matters to Primo and why this initiative goes beyond competition weekends.

When asked what inspired Primo to invest in All Star athletes, the answer was simple:

“We see the work, time, commitment, and dedication these athletes put in every single day. It inspired us to want to give back.”

And that is one core belief for us at Primo. We know that cheer teaches athletes far more than routines and skills. It teaches perseverance, how to overcome adversity, and how to continue showing up under pressure. Those are lessons that extend far beyond the mat.

“These athletes are learning a lot more than they realize. They are learning the power of perseverance and overcoming adversity on a daily basis.”

But cheer is not an individual sport. It is a world built on community. Athletes, coaches, parents, organizers, and gym owners all contribute to creating experiences people remember long after the season ends.

That is why, for us, our mission has always been bigger than simply ticketing events.

“We were built for cheer and dance. Our mission is to make attending events more seamless and enjoyable for families and friends.”

For us, the scholarship program is one small way to invest back into the community that has trusted us season after season.

Because at the end of the day, these athletes are not only building routines and winning titles. They are building confidence, leadership, friendships, resilience, and futures.

When asked what legacy Primo hopes to leave through this initiative, Shawn said:

“That we made a difference in the cheer and dance world.”

And maybe the most fitting answer of all came when asked to describe these athletes in one word:

“PRIMO!”

We are proud to support the next generation of athletes, leaders, and role models in the cheer community and excited to continue growing alongside this industry for many seasons to come.