Winston-Salem State Cheer Team Gains Viral Following

The Powerhouse Cheer squad has built social media reach and brand partnerships, including a commercial with Mielle.

Updated on Nov. 6, 2026 in Philanthropy

Gouache-painted editorial illustration of a red-and-gold pom-pom beside two stacked ochre discs on a cream field, evoking a cheer team's grassroots funding push. — Winston-Salem State University's Powerhouse Cheer team has built viral social media reach and brand partnerships, including a Mielle commercial, to help fund scholarships, equipment, and uniforms. AI Illustration. Upload story photo >

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Winston-Salem State University's Powerhouse Cheer team has attracted viral social media attention and brand partnerships after team captains asked head coach NeSheila Washington to start team accounts in 2020. The team recently filmed a commercial for Mielle, produced with Pop Media.

Why it matters

Cheerleading is not an NCAA sport, so the team relies on outside sponsorships and fundraising to support its needs. Coach Washington hopes the visibility will help the team move toward funding for scholarships, equipment, and uniforms.

The team has been on football sidelines since the 1940s and began its social media presence in 2020. Specific follower counts, engagement figures, and partnership fees were not disclosed.

The players

Winston-Salem State University

A public historically Black university in Winston-Salem, North Carolina, home to the Powerhouse Cheer team.

NeSheila Washington

Head coach of the Winston-Salem State Powerhouse Cheer team who created the team's social media content.

The details

Team captains asked Coach NeSheila Washington to start team social media accounts, and she creates content for the team from her dorm room. Videos have reached the feeds of celebrities including Ciarra, and brands including Mielle and Black Girl Vitamins have formed partnerships with the team.

1940s: The team becomes a staple on football sidelines.
2020: Team captains ask Coach Washington to start social media accounts.

Philanthropy Context

Because cheerleading is not an NCAA sport, programs like Winston-Salem State's rely on fundraising and outside partnerships rather than institutional athletics budgets. The team's brand deals reflect a pattern in which non-NCAA squads turn social media visibility into sponsorship income.

Fans who want to support the team can follow its social media accounts and engage with its content. Fundraising for scholarships, equipment, and uniforms remains an ongoing need for the program.

The takeaway

Social media visibility can turn a non-NCAA program into a source of sponsorships and community support. The Powerhouse team shows how a student-run marketing effort can open doors that traditional athletics budgets do not.