College Reveals Professional Cheerleading League as Part of Reputation Restoration Initiative
Breaking the Mat: Varsity Brands' Professionally Charged Cheerleading League
Varsity Brands is shaking things up in the world of cheerleading by introducing the Pro Cheer League, a new venture aimed at giving athletes over 18 a chance to continue their careers in the sport post-collegiately. This for-profit endeavor unveiled by Varsity Spirit could very well be the first step towards cheerleading's evolution into a fully-fledged, professional realm.
The announcement comes a year after Varsity Brands, under new ownership by private equity firm KKR following a $4.75 billion deal, has been striving to rehabilitate its image amidst antitrust and sex-abuse lawsuits and an intensified media spotlight. As Bill Seely, president of Varsity Spirit, puts it, the Pro Cheer League isn't just a business opportunity – it's a noble endeavor to further advance the sport and provide young athletes with opportunities for exposure and success.
Musings of aspirations to play Major League Baseball echo in Seely's thoughts as he believes the mere existence of a professional cheerleading circuit will serve as a powerful motivating force and organizing principle. The Pro Cheer League is slated to kick off in January 2026, and initially, it will feature teams based in four cities: Atlanta, Dallas, Miami, and San Diego. These teams will vie for supremacy in a series of high-energy events across Indianapolis, Houston, Atlanta, Anaheim, and Nashville, with the season culminating in a championship later in the year.
Each match will be divided into three periods of competition, showcasing a variety of cheerleading elements such as stunts, basket tosses, and tumbling, culminating in a final round creative routine. Compensation for the athletes during the inaugural season is set to be in the five-figure range, with opportunities for performance-based incentives. The athletes are also encouraged to share content from their performances on social media, and will receive support to help them navigate the professional landscape.
With momentum behind women's sports and the global popularity of cheerleading rapidly increasing, the Pro Cheer League aims to capitalize on this wave and leverage it towards the sport's eventual inclusion in the 2032 Olympic Games in Brisbane, Australia. Seely hopes the league will foster greater visibility for cheerleading and help drive conversations around its Olympic ambitions – an aspiration shared by his former boss, Varsity Brands founder Jeff Webb.
To ensure the league's growth and captivate audiences, Seely emphasizes that focus will be given to the storytelling behind the athletes. Similar to new leagues like Unrivaled (3-on-3 women's basketball) and LOVB Pro (indoor volleyball), the Pro Cheer League aims to secure media partnerships in the near future. While specific outlets have yet to be disclosed, ESPN, which has aired Varsity's amateur all-star cheer championships for over four decades, remains a logical candidate.
The concept of a professional cheerleading league has been brewing in Seely's mind for over a decade, but he believes the timing is finally right, given cheerleading's ongoing Olympic pursuits and the progress made by STUNT – a Varsity-backed, cheer-adjacent women's college sport that recently received a recommendation for NCAA championship status at the Division I, II, and III levels. Furthermore, the backing of private equity giant KKR positions Varsity Brands well to support the launch of the Pro Cheer League.
However, even as the Pro Cheer League promises a new era for cheerleading, it has already faced its share of challenges. In a somewhat ironic twist, Varsity Spirit was recently sued in Texas for failing to provide adequate security and implement proper crowd control protocols at the All-Star National Cheerleading Championship, leading to a stampede that caused widespread panic and emotional trauma for attendees.
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While this league marks the world's first professional cheerleading league, it's poised to set a new standard for the sport. With four teams, 120 athletes, elite training, and part-time compensation, the Pro Cheer League signifies a monumental step towards establishing cheerleading as a sustainable professional sport for athletes around the globe. Ready to rally? Let's go! 🎶💫🎉📼🏆 #ProCheerLeague #CheerleadingForAll #BreakingTheMate
People in the sports industry are closely analyzing the professional aspirations of Varsity Brands, particularly their new venture, the Pro Cheer League. This private-equity backed business endeavor, set to debut in 2026, signifies a significant step towards establishing cheerleading as a financially sustainable professional sport, attracting athletes worldwide. The league's uncertainty and challenges, such as the ongoing lawsuit against Varsity Spirit, also warrant attention and discussion, as the future of professional cheerleading hangs in the balance.
