LOS ANGELES (March 3, 2026) – Swerve Sports, the leading free streaming channel exclusively focused on coverage of women’s sports, today announced a partnership with the Association of International All-Star (AIA) to provide live coverage of its inaugural global tournament taking place July 15-20, 2026 in Montreal, Quebec, Canada.
Swerve Sports is operated by Swerve TV, a multi-platform media company that specializes in free ad-supported TV (FAST) channels.
AIA is the first global membership-driven body for All-Star Cheer and Dance, serving over 400,000 documented global athletes, an increase from just 23,000 in 2000, making All-Star one of the fastest-growing sports in the world. According to the International Cheer union, industry analysts project a $2.5B market by 2032.
“AIA is honored to partner with Swerve TV to bring the Global Tournament to a worldwide audience. The All Star Cheer and Dance discipline is long overdue for a broadcast partner willing to invest in a fresh and inclusive vision beyond the traditional industry structure. This partnership represents a meaningful step forward for one of the fastest-growing sports in the world,” stated Jibreel Rayam, President, Association for International All Star. “As a stakeholder-driven organization, the Association for International All Star is committed to creating new opportunities that expand visibility and strengthen the global future of the sport. We believe this partnership reflects the direction the industry is heading, and those who recognize that opportunity early will help shape what comes next. The AIA Global Tournament is only the beginning of a broader movement toward greater awareness, global perspective, and long-term growth beyond any single country.”
AIA and its members already reach 20M views and 1.5M followers across digital channels, with “cheerlebrities” like Morgan Lynn (1 million followers) bringing mainstream visibility to the discipline.
“The growth of competitive cheerleading and dance is an untapped audience,” shared Mike Pine of Talon Partnerships which handles the brand partnerships for AIA. “The cheer and dance audience is engaged and loyal and now accessible for brands to reach through AIA’s innovation in the space.”
Swerve Sports is now available on Pluto TV, The Roku Channel, Google TV, Free Live Sports, Hisense VIDAA Channels, Tivo, among others. Content partners include Women’s Football Alliance (WFA), Athletes Unlimited, INTENNSE Tennis, Queen & King of the Court, Red Bull, World Poker Tour, World Surf League, Professional Fighters League, Invicta Fighting Championships, Bare Knuckle Fighting Championship, Matchroom Boxing, and more.
For more information about AIA Cheer, upcoming events, or broadcast updates, visit associationofinternationalallstar.com.
About Swerve TV
Founded in Los Angeles, Swerve TV is a next-generation sports television company focused on live events and community-driven fandom. Its flagship channels—Swerve Combat and Swerve Sports—reach viewers nationwide through major FAST distributors, delivering free, ad-supported access to combat sports, women’s sports, and emerging leagues.
About Association of International All-Star (AIA)
AIA is an organization for the global All Star cheer and dance community, aiming to unite it through a major one-of-a-kind international tournament held every 18 months in rotating global locations, with the first event being in Montreal in July 2026. The AIA is built on principles of transparency and inclusivity and benefits its event producers and gym owners, aiming to create a more equitable and unified All Star industry worldwide.