IMO, cheerleaders are as much a part of the game as the players themselves, and should therefore be respectful. If I heard them yelling "miss it", or whatever, I'd have a chat with the head coach of the school, and tell him/her to get with the cheerleading coach and cut it out.
As for the crowd, they can yelling "miss it" all they want, but when the get racial like in the OP then I'm going to step in and make sure it stops immediately. I wouldn't penalize the team by giving them a tech, though. That doesn't seem right to me.
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