Having given the world cowboys, hamburgers and mocha frappuccinos, Americans are now finding a global market for another cultural icon: cheerleading. And as one might expect from the US, much of it is for profit.

Television viewers around the world will be able to see the activity in its most high-profile form this Sunday when the Indianapolis Colts meet the Chicago Bears in the National Football League's 41st Super Bowl, the most hallowed event on the US sports calendar. The Colts, but not the Bears, have an official cheerleading team.