First pro cheerleading league set to launch next year offering dazzling prize incentives to star players

  • Varsity Brands is launching the world's first pro cheerleading league next year
  • It will offer cheerleaders the chance to extend their careers past college
  • Varsity Brands announced this in the midst of antitrust legal battles 

Varsity Brands, a prominent figure in the cheerleading world, is looking to bring in a new era for the sport with the announcement of its Pro Cheer League - which would be the 'world's first' pro cheerleading league. 

This initiative comes as the company aims to move past a series of legal battles, including antitrust settlements totaling at least $126 million in the last two years alone.

The newly formed Pro Cheer League, a subsidiary of Varsity Spirit, is set to launch in 2026. 

This professional league is considered a huge leap forward, offering cheerleaders a 'long-overdue' pathway to extend their careers beyond their high school and college years. 

Initial teams will be established in four major cities: Atlanta, Dallas, Miami, and San Diego.

The inaugural season will feature five events held across various locations, including Indianapolis, Houston, Atlanta, Anaheim, and Nashville. 

Each of the four founding teams will have 30 athletes, all aged 18 or older. 

The selection process for these rosters will be highly competitive and is scheduled to take place this fall. 

Varsity Brands will be launching the world's first pro cheerleading league next year (stock image)

Varsity Brands will be launching the world's first pro cheerleading league next year (stock image)

Athletes chosen for the league can anticipate benefits, including 'elite training and part-time compensation,' which includes wages, travel and lodging expenses, uniforms, performance bonuses, and prize incentives.

All staff and coaches will required to undergo extensive training as part of the league's strong emphasis on professional standards.

The league has committed to making sure it's in full compliance with the guidelines set by USA Cheer, the sport's governing body in the United States. 

There are also plans for the league to expand its reach with more teams in the years to come.

This positive development for professional cheerleading follows a challenging period for Varsity Brands. 

The company - which was acquired by leading investment firm KKR last year - has faced multiple lawsuits, most notably an antitrust class action in Tennessee that resulted in an $82.5 million settlement last year. 

This particular lawsuit, initiated by parents of cheerleaders, alleged that Varsity and its former private-equity backers, Bain Capital and Charlesbank Capital, maintained a monopoly over cheerleading events and inflated prices for apparel.

Earlier in 2023, Varsity agreed to a $43.5 million settlement in a lawsuit brought by Fusion Elite All Stars, a California-based operator of cheerleading gyms, which highlighted similar antitrust allegations. 

The league will include athletes over the age of 18, for the hopes of creating the opportunity for cheerleaders to extend their careers past high school and college (stock image)

The league will include athletes over the age of 18, for the hopes of creating the opportunity for cheerleaders to extend their careers past high school and college (stock image)

The league will also require coaches and staff to undergo extensive training (stock image)

The league will also require coaches and staff to undergo extensive training (stock image)

Despite these settlements, Varsity Brands is still currently facing an ongoing antitrust lawsuit in Texas federal court, filed in 2023 by cheer competition producer Open Cheer.

KKR acquired Varsity last summer in a deal valued at $4.75 billion, including debt. 

Founded in the early 1970s, Varsity Brands is still a big name in cheerleading, organizing over 600 regional and national competitions annually.

Some of these competitions are even broadcast on major sports networks like ESPN and CBS Sports. 

The company also hosts summer camps attended by more than 350,000 people each year and provides extensive support to athletic programs and schools through apparel, training, and educational resources.

No comments have so far been submitted. Why not be the first to send us your thoughts, or debate this issue live on our message boards.

By posting your comment you agree to our house rules.