Key Takeaways
- Varsity Spirit’s Pro Cheer League, the first professional cheerleading format for athletes 18+, wraps its inaugural season March 27 in Nashville
- The league secured a multiyear broadcast deal with Scripps Sports’ ION network for Friday night matches on national television
- Paramount has acquired distribution rights and is developing a docuseries on the league’s creation and first season
- A sellout crowd of more than 3,100 attended the league’s second match in Atlanta, with VIP packages consistently selling out
- The league estimates roughly 7 million athletes and fans participate in cheerleading across youth, high school and collegiate levels
A Professional Layer for a Sport With Deep Youth Roots
Cheerleading has long operated across youth, all-star, high school and collegiate levels without a professional tier. That changed this winter when Varsity Spirit launched the Pro Cheer League, a four-team format with 25-player rosters based in Atlanta, Dallas, Miami and San Diego. The season began in January and concludes with a championship event in Nashville on March 27.
Commissioner John Newby, a 37-year veteran of Varsity, said the concept had been in development for several years before launching in the summer of 2025. Varsity Spirit is part of Varsity Brands, which KKR acquired in 2024 in a deal valued at $4.25 billion.
Media Deals and Early Sponsorship Partners
The league landed a multiyear live broadcast agreement with Scripps Sports’ ION network, placing Friday night matches on national television. Paramount also acquired distribution rights and is producing a docuseries chronicling the league’s creation. The league worked with advisers Proskauer and Foundation Media on its media partnerships.
On the sponsorship side, the league is working with Pivot Agency and has signed early partners including European Wax Center, Curve AI and EZ Flex Sport Mats. Newby said additional brands beyond the cheer industry are expected ahead of Season 2. The business model is built around media rights, sponsorship, ticket sales and merchandise.
Fan Engagement and What Comes Next
Live events have shown early traction. The league recorded a sellout of more than 3,100 at its second match in Atlanta, and VIP meet-and-greet packages have consistently sold out. A match at Houston’s Toyota Center, home of the Rockets, drew 3,000 fans.
Winning teams earn $15,000 per event, with $25,000 going to the Nashville season champion. The league estimates a built-in audience of roughly 7 million athletes and fans across youth, high school and collegiate cheerleading.
Planning for Season 2 is already underway, with the league exploring additional teams, an expanded schedule and new fan experience elements. “We’ve learned a lot in this first season,” Newby said. “Now it’s about continuing to grow and raising the standard as we move forward.”
Source: Sports Business Journal, Mary Gaughan, March 16, 2026
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