It is a basketball game in early March, the home team is losing by 20 points, and the only cheers and support in the arena come from the cheerleaders. Given the cheerleaders’ sparkling uniforms and emphasis on attractiveness, fans of the more popular college sports usually forget these cheerleaders are also athletes. This dismissal of cheerleaders as athletes intersects with a gendered and sexualized view of female cheerleaders. The Cheer Team will keep cheering regardless of the score or how they feel personally, it is their emotional labor. Emotional labor is usually considered as individuals displaying the appropriate expected emotions with customers, patients, or family. We argue that the expectations for cheerleaders include seductive emotional displays. Thus, this chapter seeks two contributions: first, how cheerleaders negotiate their athlete status against a gendered view that disciplines their bodies. Our second focus is the exploration of the seductive emotional labor in cheerleading. We explore how gender roles and expected emotional displays are reinforced and negotiated through an analysis of visual posts in Instagram related to the #cheerleading hashtag. The analysis of visual representations helps us explore how gender stereotypes and ascribed identities are reinforced in social media and how heteronormativity is reinforced in cheerleading.