1997 football boys, cheering girls. Searcy AR. Duncan's sponsor.

D for Duncan's?  Cheerleaders for PeeWee Football 1997.

And who were they cheering for?

Here they are.  1997 PeeWee Football players and their coaches.  See if you can find yourself if you were growing up at that time.  I believe the sponsor was Duncan's Chrysler Plymouth Jeep.