In your small town, football is everything. The whole town takes great pride in the local school's footbal team. The sport is so important to them that, after a few years of less than stellar play, they decided they needed someone to blame. They ended up saying the players were just too distracted. Specifically by their sex drives.
A radical solution was needed, and after much deliberation, a solution was found. In order to keep their minds clear, it was decided that the cheerleading squad would have an additional duty: pleasuring the team. As the years progressed, more women were added, the more important you were to the team, the more women you were allowed to use.