Alabama Crimson Tide cheerleaders celebrate with confetti after the SEC Championship college football game against the Florida Gators at Georgia Dome at Atlanta, GA, USA, Dec 3, 2016. [Photo/Agencies]

"Thailand has some great cheerleading. Japan has outstanding cheerleading. Some of the countries in Europe - Norway, Finland, Germany, the UK - have outstanding cheerleading. It's developing everywhere."

The addition of cheerleading and the Thai martial art of muaythai last week takes the number of recognized Olympic sports to 37, only 28 of which were part of the program at the Rio de Janeiro Olympics earlier this year.

"One of the problems for the Olympic Games is there are just so many sports and that could change," Webb added.

"But when somebody goes in, somebody has to go out and of course we're not interested in creating any enemies.

"There's so many sports being formed now it's tough, it's a crowded space and they vet you very thoroughly."

Webb, who founded his cheerleading promotional company Varsity Sports in 1974, is very clear on what the sport can offer the Olympic movement.

"One of the key components of what we do that makes it very different is that visual effect of so many people doing these different stunts and skills at the same time that make it very appealing to watch," he added.