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{{Short description|American company}}
{{Short description|American cheerleading company}}
{{Infobox company
'''Varsity Spirit Corp.''' is an American organization that sells [[cheerleading]], dance, team, and band apparel, trains cheerleaders and dancers at educational camps and hosts cheerleading competitions.<ref name="P_and_T">{{Cite episode|title=Cheerleaders|series=Penn & Teller: Bullshit!|series-link=Penn & Teller: Bullshit!|network=[[Showtime (TV network)|Showtime]]|date=July 10, 2010|season=8|number=1}}</ref> The company is best known for organizing and staging large-scale cheerleading activities within the United States.<ref name=":8">{{Cite news|date=2010-07-22|title=Cheerleading may not be a sport, but it is an industry|work=Christian Science Monitor|url=https://www.csmonitor.com/Business/new-economy/2010/0722/Cheerleading-may-not-be-a-sport-but-it-is-an-industry|access-date=2020-09-30|issn=0882-7729}}</ref><ref>{{cite web|date=2006-05-01|title=Industry Profile: Jeff Webb of Varsity Brands, Inc|url=http://www.cheercoachmagazine.com/display_article.php?uniqueid=136|access-date=2010-07-27|publisher=Cheercoachmagazine.com}}</ref>{{Infobox company
| name = Varsity Spirit, LLC
| name = Varsity Spirit, LLC
| logo = Varsity Logo.gif
| logo = Varsity Logo.gif
Line 7: Line 7:
| foundation = 1974
| foundation = 1974
| founder = Jeff Webb
| founder = Jeff Webb
| location = Memphis, TN, United States
| location = [[Memphis, Tennessee]], U.S.
| area_served = Worldwide
| area_served = Worldwide
| key_people = Bill Seely<br><small>(President)</small>
| key_people = Bill Seely<br><small>(President)</small>
| industry = Cheerleading, Camps and Competitions, Apparel, Accessories
| industry = Cheerleading
| products = Cheerleader apparel and accessories
| products =
| owner = [[Varsity Brands]]
| owner = [[Varsity Brands]]
| parent = [[Bain Capital]]
| parent = [[Bain Capital]]
| homepage = {{URL|http://www.varsity.com}}
| homepage = {{URL|http://www.varsity.com}}
}}
}}
[[File:MGS57795.jpg|260px|thumb|Varsity Spirit cheerleader]]
'''Varsity Spirit, LLC''', also known as '''Varsity''', is an American [[cheerleading]] company owned by [[Varsity Brands]]. Founded in 1974 as the '''Universal Cheerleaders Association''', the company is a manufacturer of apparel for cheerleading and dance teams, organizer of cheerleading competitions, and operator of training camps and sanctioning bodies.


The company's [[vertical integration]] of competitive cheerleading has faced criticism, including accusations of [[anti-competitive practices|anti-competitive]] and [[Monopoly|monopolistic]] practices (including opposition to cheerleading being sanctioned as a sport), [[conflicts of interest]] via control of [[Sports governing body|governing bodies]], and institutionalizing high financial costs for participation in competitive cheerleading.<ref name="P_and_T">{{Cite episode|title=Cheerleaders|series=Penn & Teller: Bullshit!|series-link=Penn & Teller: Bullshit!|network=[[Showtime (TV network)|Showtime]]|date=July 10, 2010|season=8|number=1}}</ref><ref name=":8" /> In 2023 and 2024, Varsity and its previous owners agreed to settle multiple [[Class action|class action lawsuits]], including those surrounding high financial costs, and conflicts of interest with the [[U.S. All Star Federation]].
It has origins that trace back to 1948.<ref>"From megaphones to mega-profits". Usatoday.Com. 2002-04-26. Retrieved 2010-07-27.</ref> Since its founding, Varsity Spirit has become known for its involvement in the cheerleading industry. In 1980, it hosted the first cheerleading championship called the National High School Cheerleading Championship and as of 2015, three of Varsity Spirit's national championships are televised on the [[ESPN Networks]], including the National High School Cheerleading Championship, the National College Cheerleading and Dance Team Championship and the National Dance Team Championship. Select divisions are also aired live on [[ESPN 3]].


==History==
Varsity Spirit camps train 325,000 cheerleaders from colleges, high schools, middle schools, and all star programs at 1,500 camps sessions around the United States. In all, 475,000 cheerleaders and dance team members compete at Varsity Spirit events.
Varsity Spirit was founded by [[Jeff Webb (entrepreneur)|Jeff Webb]],<ref>{{cite web|url=http://www.cheercoachmagazine.com/display_article.php?uniqueid=136 |title=Industry Profile: Jeff Webb of Varsity Brands, Inc |publisher=Cheercoachmagazine.com |date=2006-05-01 |access-date=2010-07-27}}</ref> a yell leader at the [[University of Oklahoma]] contemplating law school. After working as a summer camp instructor for [[Lawrence Herkimer|Lawrence "Herkie" Herkimer]]'s [[National Cheerleaders Association]] (NCA),<ref name="philstar">{{cite news | url=http://www.philstar.com/sports/2015/02/23/1426732/ncc-nationals-continuing-rich-tradition | title=NCC Nationals: Continuing a rich tradition | work=Philstar.com | date=23 February 2015 | access-date=6 August 2015}}</ref> he attempted, but failed, to acquire part of the company.<ref name=":4">{{Cite web|last=Buchanan|first=Leigh|date=2016-02-22|title=Meet Rebel, the $20 Million Cheerleading Startup Living Up to Its Name|url=https://www.inc.com/magazine/201603/leigh-buchanan/rebel-athletic-custom-cheerleading-uniforms-startup.html|access-date=2020-09-30|website=Inc.com}}</ref>


In 1974, Webb established the Universal Cheerleaders Association (UCA), in an effort to raise the profile of cheerleading, initially by establishing [[Training camp|training camps]], and later through promotional campaigns and its [[UCA Division I-A College National Championship|National College Cheerleading Championship]] (which was first held in 1978) and its National High School Cheerleading Championship (which was first held in 1980).<ref>{{cite news|author=Michael Sheffield|date=19 June 2015|title=Top 100: Varsity squad leader Jeff Webb rallies billion-dollar spirit brands|work=Memphis Business News|publisher=[[American City Business Journals]]|url=http://www.bizjournals.com/memphis/print-edition/2015/06/19/top-100-varsity-squad-leader-jeff-webb-rallies.html|access-date=6 August 2015}}</ref><ref>{{Cite news|last=Elliott|first=Stuart|date=2007-06-11|title=Marketers Are Joining the Varsity|language=en-US|work=The New York Times|url=https://www.nytimes.com/2007/06/11/business/media/11adcol.html|access-date=2020-09-30|issn=0362-4331}}</ref> Cheerleading had seen declines in participation due to the growth of [[women's sports]] following the introduction of [[Title IX]].<ref>{{Cite web|last=Schultz|first=Jaime|title=Cheerleading's peculiar path to potential Olympic sport|url=http://theconversation.com/cheerleadings-peculiar-path-to-potential-olympic-sport-70386|access-date=2020-09-30|website=The Conversation|date=February 2017 |language=en}}</ref>
In 2019, Varsity Spirit launched [https://www.varsity.com/pro/ Varsity Pro], to serve professional dance and cheer teams in the NBA and NFL, providing custom choreography, apparel, audition combos and judges, and recruiting opportunities. Varsity Spirit also partnered with the Memphis Grizzlies as a sponsor in 2019, and became the Official Outfitter of the Grizzlies’ Dance Team, the Grizz Girls.<ref>{{Cite journal|title=Wallulah 2005 - Varsity Sports|url=http://dx.doi.org/10.31096/wua023-wallulah-2005-varsitysports|doi=10.31096/wua023-wallulah-2005-varsitysports}}</ref>


Webb first operated the company out of his [[apartment]], and only made a profit of US$850 ({{Inflation|US|850|1974|fmt=eq}}) during his first year of operations. By 2002, Webb estimated that Varsity Spirit held about half of the market, and that 60% of its revenue came from apparel.<ref name=":2">{{Cite web|last=Brady|first=Erik|date=2002-04-26|title=From megaphones to mega-profits|url=https://usatoday30.usatoday.com/sports/_stories/2002-04-26-cover-side-business.htm|access-date=2020-09-30|website=USA Today}}</ref> In 2003, Varsity backed the formation of the [[U.S. All Star Federation]], a sanctioning body for "all-star" cheerleading competitions involving teams from private gyms.<ref name=":6" />
In 2019, Varsity Spirit’s expansion continued into the band community with Varsity Performing Arts, consisting of Stanbury Uniforms, DSI and SA Feather, to serve the performing arts community, including marching bands, pep bands, color guards and percussion groups with training camps, competition experiences, as well as apparel and accessories.


In 2004, Varsity acquired National Spirit Group, owner of the NCA (which Webb estimated to have a 25% market share in 2002),<ref name=":3">{{Cite web|date=2005-07-06|title=Varsity Brands acquires Athletic Championships and Premier Athletics|url=https://www.bizjournals.com/memphis/stories/2005/07/04/daily16.html|access-date=2020-09-30|website=Memphis Business News}}</ref><ref name=":2" /> giving it control of the sheer majority of the cheerleading industry.<ref name=":5">{{Cite web|last=Reigstad|first=Leif|date=2015-07-21|title=Varsity Brands Owns Cheerleading and Fights to Keep it From Becoming an Official Sport|url=https://www.houstonpress.com/news/varsity-brands-owns-cheerleading-and-fights-to-keep-it-from-becoming-an-official-sport-7606297|access-date=2020-09-30|website=Houston Press}}</ref> In 2005, it acquired the Knoxville-based Athletic Championships LLC and Premier Athletics LLC.<ref name=":3" /> In 2007, it backed the formation of USA Cheer, a non-profit led by Webb which aimed to be a sanctioning body for cheerleading (with a goal to back cheerleading as a proposed [[Summer Olympic Games|Olympic]] event).<ref name=":6">{{Cite web|title=CHEER EMPIRE: A for-profit company built competitive cheer, pays people who make its rules|url=https://www.commercialappeal.com/in-depth/news/2020/09/18/cheer-empire-profit-company-created-cheerleading-regulators-pays-salaries/3468551001/|access-date=2020-09-30|website=The Commercial Appeal|date=18 September 2020 |publisher=Gannett|language=en}}</ref>
== History and Leadership ==
Varsity Spirit was founded by Jeff Webb<ref>{{Cite journal|last=Park|first=Jaewon|date=2018-03-31|title=Studying on Separability requirement of Applied art - Analyses on Court Decision: Star Athletica, L.L.C. v. Varsity Brands, Inc. -|url=http://dx.doi.org/10.34122/jip.2018.03.13.1.181|journal=The Journal of Intellectual Property|volume=13|issue=1|pages=181–218|doi=10.34122/jip.2018.03.13.1.181|issn=1975-5945}}</ref>, a yell leader at the University of Oklahoma contemplating law school. While working in summers as a camp instructor for National Cheerleaders Association (NCA) with [[Lawrence Herkimer]]<ref>{{Cite journal|date=2015-10-07|title=Sheppard Sunderland Frere Historian and Archaeologist|url=http://dx.doi.org/10.1017/s0068113x15000525|journal=Britannia|volume=46|pages=1–13|doi=10.1017/s0068113x15000525|issn=0068-113X}}</ref>, he decided to start Universal Cheerleaders Association (UCA). Webb wanted to combine cheerleading with high energy entertainment and traditional school leadership. He founded UCA in 1974.<ref>{{Cite journal|last=Tollefson|first=Jeff|date=2015-11-30|title=Billion-dollar boost for clean energy kicks off UN climate talks|url=http://dx.doi.org/10.1038/nature.2015.18913|journal=Nature|doi=10.1038/nature.2015.18913|issn=0028-0836}}</ref>


In 2011, Varsity Brands merged with [[Herff Jones]], an Indianapolis-based manufacturer of [[Class ring|class rings]], [[Cap and gown|caps and gowns]], and [[yearbooks]];<ref name=":0">{{Cite web|last=Hirsch|first=Lauren|date=2018-06-19|title=Bain to acquire Varsity Brands, a top maker of cheerleader uniforms and school spirit items, for roughly $2.5 billion|url=https://www.cnbc.com/2018/06/19/bain-nears-2-point-5-billion-deal-for-cheer-uniform-leader-varsity-brands.html|access-date=2020-09-30|website=CNBC|language=en}}</ref><ref name=":1">{{Cite web|date=2014-06-03|title=Rebranding spreads Varsity name around|url=https://www.bizjournals.com/memphis/news/2014/06/03/rebranding-spreads-varsity-name-around.html|access-date=2020-09-30|website=Memphis Business News|publisher=American City Business Journals}}</ref> Webb was named president and COO in December 2012,<ref>{{cite news|author=Michael Sheffield|date=11 December 2012|title=Jeff Webb Named President, COO of Herff Jones|work=Memphis Business News|url=http://www.bizjournals.com/memphis/news/2012/12/11/jeff-webb-named-president-coo-of.html|access-date=6 August 2015}}</ref> and the merged company took on the [[Varsity Brands]] name in 2014.<ref name=":1"/> In 2012, it acquired ''[[American Cheerleader]]'' magazine from [[Macfadden Communications Group]], with the publishers of Memphis-based teen magazine ''Justine'' producing the magazine.<ref>{{cite news|author=Ioanna Opidee|date=26 January 2012|title=American Cheerleader Sold to Varsity Spirit Corp.|work=Folio Magazine|url=http://www.foliomag.com/2012/american-cheerleader-sold-varsity-spirit-corp/|access-date=6 August 2015}}</ref> [[Charlesbank Capital Partners]] acquired Varsity Brands in 2014, after which it began to place a larger focus on club-based "all-star" cheerleading.<ref name=":9">{{Cite web|last=Libit|first=Daniel|date=2021-09-16|title=A Tangled Jeff Webb Weaves Cheerleading's Olympic Dreams|url=https://www.sportico.com/personalities/executives/2021/cheerleading-varsity-brands-webb-1234638714/|access-date=2021-09-25|website=Sportico.com|language=en-US}}</ref> In 2015, it acquired JAM Brands, which had been the company's main competitor in the 2010s.<ref name=":4" />
Webb used marketing and promotional campaigns<ref>{{Citation|last=Elliott|first=Stuart|title=Marketers are Joining the Varsity|date=2018-04-19|url=http://dx.doi.org/10.4324/9780429497216-12|work=Sport, Power, and Society|pages=135–137|publisher=Routledge|access-date=2021-09-17}}</ref> to increase cheerleading's profile. In 1983, ESPN first broadcast eight hours of Varsity's national championships, a relationship that continues to this day. In 2002, Webb was featured in a USA Today article entitled From Megaphones to Mega-Profits. Varsity Spirit’s camps focused on teaching proper cheerleading techniques and leadership skills, and building participation of cheerleaders across the country and worldwide. [Delete, worked on driving the development of an international phenomenon that now not only includes millions of young Americans, but also a rapidly growing number of participants worldwide.] In 2004, they announced a merger with National Cheerleading Association (NCA) to form the largest partnership in the cheerleading and dance team industry.


In 2016, Varsity Brands [[Star Athletica, LLC v. Varsity Brands, Inc.|sued]] Star Athletica, a competing manufacturer of cheerleading uniforms established by The Liebe Company (which was formerly contracted with Varsity), for [[copyright infringement]] over similarities in designs between their products.<ref name="WhoOwnsCheerleaderUniforms">{{Cite web|last=Smith|first=Erin Geiger|date=2016-10-31|title=Who Owns Cheerleader Uniform Designs? It's up to the Supreme Court|url=https://www.nytimes.com/2016/10/30/sports/who-owns-cheerleader-uniform-designs-its-up-to-the-supreme-court.html|access-date=2018-07-15|website=The New York Times}}</ref> The [[Supreme Court of the United States|Supreme Court]] ruled in favor of Varsity, establishing that aesthetic elements of a useful article can be protected if they are a [[Threshold of originality|copyrightable]] artistic work, and are identifiable as art when mentally separated from the practical aspects of the item.<ref name="HLR">{{Cite web|date=2017-11-04|title=Star Athletica, L.L.C. v. Varsity Brands, Inc.|url=https://harvardlawreview.org/2017/11/star-athletica-l-l-c-v-varsity-brands-inc/|access-date=2018-07-16|website=Harvard Law Review}}</ref>
In June 2010, Jeff Webb was called upon Title IX Case: Quinnipiac University in the federal trial in Connecticut, as an expert witness to clarify if Competitive College Cheerleading was a Title IX Compliant Sport to allow for the Quinnipiac University Volleyball Team to be replaced by the less costlier Quinnipiac University All Girl Cheerleading Team as proposed by the Quinnipiac University Athletic Department.<ref>{{Cite journal|last=MILLER|first=NASEEM S.|date=2012-11|title=AAP: Make Cheerleading a Sport and Cut Injuries|url=http://dx.doi.org/10.1016/s0031-398x(12)70257-6|journal=Pediatric News|volume=46|issue=11|pages=16|doi=10.1016/s0031-398x(12)70257-6|issn=0031-398X}}</ref>


In 2017, BSN Sports CEO Adam Blumenfeld replaced Webb as CEO.<ref name=":9" />
In 2011, Varsity merged with Herff Jones, the Indianapolis-based provider of graduation, achievement and educational products and services, such as class rings and jewelry, yearbooks, motivation and recognition tools, and educational products. Jeff Webb was named President and COO in December 2012.<ref>{{Cite journal|date=2019-12-16|title=James Murray named president, COO of Magellan Health|url=http://dx.doi.org/10.1002/mhw.32166|journal=Mental Health Weekly|volume=29|issue=47|pages=8–8|doi=10.1002/mhw.32166|issn=1058-1103}}</ref>


In July 2019, the company introduced a new division, "Varsity Pro", which focuses on providing apparel and services for professional cheer and dance teams, such as those of professional sports franchises. The division's first partnership as outfitter was with the [[National Basketball Association|NBA]]'s [[Memphis Grizzlies]].<ref>{{Cite web|date=2019-07-17|title=Varsity Spirit launches new brand for pro teams|url=https://www.bizjournals.com/memphis/news/2019/07/17/varsity-spirit-launches-new-brand-for-pro-teams.html|access-date=2020-09-30|website=Memphis Business News}}</ref> It also acquired SA Feather Co. and Stanbury Uniforms to expand into the [[Marching band|band]] market.<ref>{{Cite web|title=Varsity Spirit adds to squad, buys two companies|url=https://www.bizjournals.com/memphis/news/2019/07/29/varsity-spirit-adds-to-squad-buys-two-companies.html|access-date=2020-09-30|website=Memphis Business News}}</ref>
== Varsity Spirit and cheerleading safety ==
Varsity Spirit requires a Safety Awareness class for all of its more than 350,000 cheerleading camp attendees and worked with the [[National Collegiate Athletic Association]] (NCAA) to require that all college programs are under the direction of a safety certified coach<ref>{{Cite book|url=http://dx.doi.org/10.1093/benz/9780199773787.article.b00031050|title=Campbell, Maud Hoskinson|date=2011-10-31|publisher=Oxford University Press|series=Benezit Dictionary of Artists}}</ref>. For cheerleading safety, it partnered with the American Association of Cheerleading Coaches and Administrators (AACCA), a nonprofit risk management organization that has certified more than 20,000 coaches from its founding, and is seen as the standard of cheerleading safety. AACCA was founded in 1987 with initial funding from Varsity Spirit.


On December 9, 2020, Webb announced that he would step down from Varsity. In a 2021 interview with ''[[Penske Media Corporation|Sportico]]'' after the [[International Olympic Committee]] (IOC) voted to recognize the ICU, Webb stated that he had divested himself of Varsity, recently had "a very favorable liquidity event", and "was looking around with what I want to do with this phase of my life." Varsity's former vice president of corporate alliances and business development, Marlene Cota, stated that Webb's role in the company had begun to lessen after the sale to Charlesbank.<ref name=":9" /> After his departure, Webb became the new co-publisher and senior news editor of the [[Conservatism in the United States|conservative]] publication ''[[Human Events]].''<ref name=":9" />
Since 2006, Varsity Spirit has provided safety audits for several of the NCAA Basketball Conference tournaments, including the Big 10 and others, to ensure the cheerleading squads are in compliance with safety requirements.


===American Cheerleader===
The NCAA's insurance company has only had a single catastrophic injury claim from cheerleading since 2006, when the NCAA partnered with Varsity and started requiring that coaches receive safety training like the AACCA course. Under the new safety program, both participant and coach training on technical cheerleading skills will emphasize learning in a progressive format, as well as on basic safety rules and limitations for games and practice<ref>{{Cite journal|last=Stroescu|first=Silvia Alexandra|date=2018-03-05|title=The Importance of Safety Rules in Cheerleading|url=http://dx.doi.org/10.15405/epsbs.2018.03.10|publisher=Cognitive-Crcs|doi=10.15405/epsbs.2018.03.10}}</ref>. Training is provided at Varsity Spirit summer camps throughout the country.<ref>{{Cite journal|last=DeBenedette|first=Valerie|date=1987-09|title=Are Cheerleaders Athletes?|url=http://dx.doi.org/10.1080/00913847.1987.11702091|journal=The Physician and Sportsmedicine|volume=15|issue=9|pages=214–220|doi=10.1080/00913847.1987.11702091|issn=0091-3847}}</ref>
{{Infobox magazine
| title = American Cheerleader
| logo = American-cheerleader-magazine.jpg
| logo_size = 150px
| image_file = <!-- cover.jpg (omit the "file: prefix -->
| image_size = <!-- (defaults to user thumbnail size if no size is stated) -->
| image_alt =
| image_caption =
| editor =
| editor_title =
| previous_editor =
| staff_writer =
| photographer =
| category =
| frequency = Quarterly
| circulation =
| publisher =
| founder =
| founded = 1995
| firstdate =
| company = [[Varsity Spirit]]
| country = [[United States]]
| based = [[Memphis, Tennessee]]
| language = English
| website = {{URL|http://www.americancheerleader.com}}
| issn = 1079-9885
| oclc =
}}
'''''American Cheerleader''''' was the first and largest national teen magazine dedicated to covering sideline and competitive cheerleading. It was founded in 1995 and based in Memphis, Tennessee. Staff included Editor-in-Chief Jackie Martin and Managing Editor Kim Conley. Inspired by the popularity and competitive nature of cheerleading in the early 1990s, publishing executive Michael Weiskopf started a magazine to take advantage of its evolving culture. The first issue was published in New York in January 1995. It was published by Lifestyle Ventures, LLC, and the first issue featured [[University of Maryland]] cheerleader Penny Ramsey, who went on to become a castaway in Thailand on the CBS show ''[[Survivor (U.S. TV series)|Survivor]]'' in 2002.<ref>"Penny Ramsey - IMDb." The Internet Movie Database (IMDb). Web. 20 Oct. 2010.</ref> Special Collector's Editions were produced in February 2005 and February 2010 to commemorate the magazine's 10th and 15th anniversaries. Lifestyle Media, Inc. was acquired by [[Macfadden Performing Arts Media]], LLC in 2006. [[Varsity Spirit]] bought the magazine in 2012.<ref>{{cite web|url=http://www.foliomag.com/2012/american-cheerleader-sold-varsity-spirit-corp|title=American Cheerleader Sold to Varsity Spirit Corp.|date=26 January 2012|publisher=|accessdate=10 October 2014}}</ref><ref>[http://www.bizjournals.com/memphis/news/2012/01/23/varsity-spirit-corp-buys-american.html Varsity Spirit Corp. buys American Cheerleader magazine]</ref>

''American Cheerleader'' covered training tips for [[list of cheerleading stunts|stunting]] and [[tumbling (gymnastics)|tumbling]], tryout advice, team building activities, beauty, fashion, fitness and how to balance schoolwork and cheer. All issues feature a Cheerleader of the Month, Spotlight Squad and Awesome Athletes.<ref name="McMurrin" /><ref>{{cite web|url=http://www.queensathletics.com/news/2012/9/4/CHRL_0904125125.aspx|title=Royals featured in American Cheerleader magazine|work=Queens University of Charlotte|date=4 September 2012 |accessdate=10 October 2014}}</ref> 'Cheerleaders of the Month' were recognized for their talent, academic achievement and community involvement.<ref>"Cheerleader Of Month Extras." ''American Cheerleader''. Web. 20 Oct. 2010.</ref><ref>{{Cite web |url=http://newsarchive.smca.ucf.edu/index_page_article_id_0024004102c4c1d99011146fc1c320069d5.html |title=UCF's Schierer Featured on Cover of American Cheerleader Magazine |access-date=2014-10-10 |archive-url=https://web.archive.org/web/20141020075233/http://newsarchive.smca.ucf.edu/index_page_article_id_0024004102c4c1d99011146fc1c320069d5.html |archive-date=2014-10-20 |url-status=dead }}</ref><ref>[https://www.whiznews.com/content/news/local/2014/09/10/ohio-state-cheerleader-paige-edwards-needs-your-vote Ohio State Cheerleader Paige Edwards Needs Your Vote]</ref> Past celebrity covers have included Debby Ryan,<ref>[http://www.accesshollywood.com/behind-the-scenes-debby-ryans-american-cheerleader-photo-shoot_video_1355473 Behind The Scenes: Debby Ryan's American Cheerleader Photo Shoot!]</ref> Erica Joy Allen, Krystyna Krzeminski, [[Kendall Jenner]],<ref>{{cite web|url=http://www.eonline.com/photos/3221/kendall-jenner-s-first-cover-shoot|title=Kendall Jenner's First Cover Shoot|date=27 April 2011|work=E! Online|accessdate=10 October 2014}}</ref> [[Heather Morris]], [[Francia Raisa]], [[Christina Milian]], [[Kirsten Dunst]], [[Mýa]], [[Hilarie Burton]], [[Ashley Tisdale]], and [[Olivia Holt]]. ''American Cheerleader'' has also made its way into every sequel of the ''[[Bring It On (film)|Bring It On]]'' films.

Their website, Americancheerleader.com, featured cheer news and trends, training tips, featured athletes<ref>{{cite web|url=http://qctimes.com/news/local/bettendorf/pv-alums-featured-in-national-magazine/article_5370ed7f-c86f-5cf5-b6bb-c32a377a8087.html|title=PV alums featured in national magazine|work=The Quad-City Times|date=20 August 2014 |accessdate=10 October 2014}}</ref> and step by step videos of stunting, tumbling and cheer skills.<ref name="McMurrin">{{cite journal|last=McMurrin |first=Morgan |title=American Cheerleader |work=Macfadden Performing Arts Media (Web) |date=2010-10-20 }}</ref>

== Market position ==
[[File:MS LNYDP 010120 033.jpg|thumb|Varsity Spirit at a parade in London.]]
Varsity Spirit has been described as having a [[monopoly]] position in cheerleading in the United States, due to extensive [[vertical integration]] of apparel businesses, training camps, affiliated gyms, cheerleading competitions, and sanctioning bodies, as well as acquisitions of competitors.<ref name=":6" /><ref name=":4" /><ref name=":8">{{Cite news|date=2010-07-22|title=Cheerleading may not be a sport, but it is an industry|work=Christian Science Monitor|url=https://www.csmonitor.com/Business/new-economy/2010/0722/Cheerleading-may-not-be-a-sport-but-it-is-an-industry|access-date=2020-09-30|issn=0882-7729}}</ref><ref name=":5" />

Varsity has been accused of engaging in [[anti-competitive practices]]; the company signs gyms to multi-year agreements, under which they receive rebates if they exclusively purchase apparel from the company, and participate in Varsity-run competitions.<ref name=":4" /> Only Varsity-owned brands are allowed to exhibit and market their apparel at its events, hindering the ability for competitors to do the same. Although there are no restrictions on use of non-Varsity apparel by participants in the competitions proper,<ref name=":4" /> in 2010 Webb testified that in at least one competition, teams received more points if they used Varsity-produced props.<ref name=":5" />


Varsity also has effective control of affiliated governing bodies for cheerleading.<ref name="P_and_T" /> USA Cheer, a non-profit governing body for cheerleading, was established by Varsity Spirit with a no-interest loan, and is staffed by six contracted Varsity Spirit employees.<ref name=":6" /> The [[U.S. All Star Federation]] (USASF), a governing body for private cheer and dance squads, was formed in 2003 with financial backing by Varsity Spirit via a no-interest loan.<ref name=":6" /> Although Varsity Spirit officially states that it does not own the USASF,<ref>{{Cite web|title=Varsity Spirit FAQ|url=https://www.varsity.com/about/faq/|access-date=2020-09-30|website=Varsity.com|language=en-US}}</ref> its board was effectively controlled by Varsity Spirit by means of six of its 15 board members, and by-laws requiring seven seats to be filled by representatives of a group of Varsity Spirit-controlled cheerleading and dance associations. The company also paid the salary of its president, and its vice president of events and corporate alliances.<ref name=":7">{{Cite web|title=Cheerleading has a list of people banned from the sport. It was missing 74 convicted sex offenders|url=https://www.usatoday.com/in-depth/news/investigations/2020/09/18/cheerleading-cheer-investigation-sexual-misconduct-sex-offender-banned-list/3377622001/|access-date=2020-09-30|website=USA Today|publisher=Gannett|language=en}}</ref> In 2011, the USASF threatened to ban its members from participating in Varsity-run events if they participate in competing world championships not run by the company.<ref name=":6" /> Varsity was also involved in the establishment of the [[International Cheer Union]] (ICU).<ref name=":6" /> Under a "Stay Smart" scheme, attendees of events were also required to book accommodations with specific providers vouched by Varsity, which were accused of having paid [[Kickback (bribery)|kickbacks]] to the company.<ref name=":10">{{Cite web |last=Libit |first=Daniel |date=2024-05-14 |title=Varsity Cheerleading, Bain Agree to $82.5 Million Antitrust Settlement |url=https://www.sportico.com/leagues/other-sports/2024/varsity-bain-antitrust-settlement-cheerleading-jones-1234778879/ |access-date=2024-05-25 |website=Sportico.com |language=en-US}}</ref>
The [[National Federation of State High School Associations]] (NFHS) developed a Spirit Coaches Education Program in 2007, and selected the AACCA Safety Course as the first course offering.<ref>{{Cite journal|last=Humavindu|first=M. N.|last2=Stage|first2=J.|date=2015-01-27|title=Continuous financial support will be needed|url=http://dx.doi.org/10.1111/acv.12194|journal=Animal Conservation|volume=18|issue=1|pages=18–19|doi=10.1111/acv.12194|issn=1367-9430}}</ref> Varsity Spirit's educational curriculum also provides technical training in the more advanced safety modules presented by the NFHS.


=== Classification of cheerleading as a sport ===
In 2009, AACCA and Varsity Spirit announced stricter safety standards for all competitions, which addressed the proper environment and equipment for cheerleading activity and clarified the requirements for spotters on the competition floor. In May 2010, AACCA released new safety guidelines for elementary, middle and junior high school teams. In 2011, Varsity Spirit covered the cost of the AACCA Safety Course for 200 coaches.
Varsity Spirit and its affiliates have lobbied against proposals for cheerleading to be sanctioned as a sport, including proposals by California, and Texas's [[University Interscholastic League]] (UIL), arguing that this would result in increased oversight and regulation that would be detrimental to its business and self-oversight.<ref name=":5" /> In 2015, the UIL announced a pilot "Spirit Championship", whose judges would be trained and provided by Varsity Spirit.<ref name=":6" />


In 2010, Webb was called upon as an expert witness in a [[Title IX]] case involving [[Quinnipiac University]], which had redirected money out of women's sports to its all-women cheerleading team under the argument that it was a sport.<ref>{{cite news |author=Bill Cloutier |date=23 June 2010 |title=Quinnipiac trial: Legitimacy of cheerleading as sport focus of plaintiffs |url=http://www.nhregister.com/general-news/20100623/quinnipiac-trial-legitimacy-of-cheerleading-as-sport-focus-of-plaintiffs |access-date=6 August 2015 |work=[[New Haven Register|New Haven Register News]]}}</ref> In his testimony, Webb stated that he did not consider cheerleading to be a sport, as he primarily considered Varsity's competitions to be a promotion for its lines of business.<ref name=":5" /> A federal judge held that cheerleading "does not qualify as a varsity sport for the purposes of Title IX".<ref>{{Cite web |last=Goldman |first=Russell |date=2010-06-21 |title=Federal Judge: Cheerleading Is Not a Sport |url=https://abcnews.go.com/US/judge-cheerleading-sport-quinnipiac-university-squad-title-ix/story?id=11219913 |access-date=2020-09-30 |website=ABC News |language=en}}</ref><ref name=":5" />
In March 2011, Varsity Spirit supported USA Cheer as it developed the USA Cheer Safety Council in partnership with the American Sports Medicine Institute (ASMI) in Birmingham, Alabama, founded by Dr. James Andrews, the renowned orthopedic surgeon.


=== Antitrust settlements ===
== Philanthropy ==
In 2020, a proposed class action lawsuit was filed against Varsity Brands, alleging that it used its "undue influence and control" over affiliated bodies to maintain its monopoly in competitive cheerleading and scholastic apparel, including requiring participation in Varsity-run training camps in order to attend its competitions, participation in its insurance plans, and the aforementioned rebate program, which institutionalized financial costs for participation in competitive cheerleading. Varsity responded to the suit, arguing that they "welcome the kind of competition that enhances the cheer marketplace", and accused competitors of "seeking to chill that marketplace through the Courts. We are contesting this flawed diversion from an otherwise dynamic industry with energy, resources and determination."<ref>{{Cite web|date=2020-07-29|title=Federal lawsuit aims to break up alleged Varsity monopoly in cheerleading business|url=https://www.bizjournals.com/memphis/news/2020/07/29/federal-lawsuit-claims-monopoly-exists-cheer.html|access-date=2020-10-01|website=Memphis Business Journal}}</ref>


In March 2023, Varsity Brands agreed to pay $43.5 million to settle one of the antitrust cases, ''Fusion Elite All Stars, et al. v. Varsity Brands LLC, et al,,'' targeting "direct purchasers"; under the settlement, Varsity agreed to stop paying the salaries of USASF executives, and prohibit its board members from occupying seats on the USASF board. In addition, the USASF agreed to not allow any one cheerleading body from controlling more than 40% of the voting seats on its board.<ref>{{Cite web |last=Libit |first=Daniel |date=2023-03-27 |title=Varsity Strikes $43 Million Settlement With Antitrust Accusers |url=https://www.sportico.com/law/news/2023/varsity-antitrust-cheer-settlement-1234717352/ |access-date=2024-05-25 |website=Sportico.com |language=en-US}}</ref> In May 2024, Varsity settled ''Jessica Jones, et al., v. Varsity Brands, LLC, et al.'', with the company and its prior owners agreeing to pay out $82.5 million to "indirect" purchasers who paid for registration fees or purchased apparel from Varsity. As part of the settlement, Varsity also agreed to no longer require competitors to participate in its training camps, phase out the "Stay Smart" scheme, and to restrict the sharing of confidential information from other USASF members to Varsity..<ref name=":10" />
=== St. Jude Children's Research Hospital ===
In 2011, Varsity Spirit began "Team Up for St. Jude," a fundraising campaign to support the children's research hospital. "Team Up for St. Jude" includes a letter writing campaign and Team Up for St. Jude Game Day events.<ref>{{Cite journal|last=Greener|first=Mark|date=2015-08-02|title=Research roundup: August 2015|url=http://dx.doi.org/10.12968/npre.2015.13.8.374|journal=Nurse Prescribing|volume=13|issue=8|pages=374–375|doi=10.12968/npre.2015.13.8.374|issn=1479-9189}}</ref> As of January 2015, Varsity Spirit, through the Team Up for St. Jude Spirited by Varsity campaign, has contributed more than $2.6 million to St. Jude.  On July 8, 2019, Varsity Spirit’s parent


== Sexual misconduct ==
company, Varsity Brands, was awarded the “Spirit of St. Jude” award for its commitment to the hospital’s mission to defeat childhood cancer. Since the campaign began, Varsity Brands has raised $8 million for St. Jude.
In September 2020, ''[[USA Today]]'' published a report accusing governing bodies tied to Varsity Spirit of allowing 180 individuals (including coaches, choreographers, and others) indicted for [[child sexual abuse]] — 140 of whom having been convicted — to continue participating in activities. It found that their list of [[blacklisted]] individuals only contained 21 people, and was only amended and expanded following reports made by the paper.<ref name=":7" />


In September 2022, a federal lawsuit was filed in Memphis against Varsity Brands, Varsity Spirit, and the estate of Scott Foster (a gym owner who had killed himself while under investigation for child sexual abuse), by six alleged victims of Foster. The suit alleged negligence in violation of the [[Protecting Young Victims from Sexual Abuse and Safe Sport Authorization Act of 2017]], including that Varsity made no effort to prohibit Foster from attending its sanctioned events, even after his suspension from the USASF in 2018.<ref name="auto">{{Cite web |date=September 27, 2022 |title=Memphis-based Varsity named in federal lawsuit over sexual abuse in cheerleading |url=https://www.localmemphis.com/article/money/business/memphis-varsity-brands-spirit-federal-lawsuit-sexual-abuse-cheerleading-usasf-usa-cheer/522-3595f73e-7155-4bad-8517-d99ac74b9b94 |website=localmemphis.com}}</ref><ref>{{Cite web |last=Libit |first=Daniel |date=2022-09-07 |title=Varsity Cheerleading Faces Sex Abuse Claims Amid Antitrust Litigation |url=https://www.sportico.com/law/news/2022/varsity-brands-sex-abuse-claims-1234687582/ |access-date=2022-10-16 |website=Sportico.com |language=en-US}}</ref>
=== The Sparkle Effect ===
The Sparkle Effect is a nonprofit organization that generates cheerleading and dance programs including students with disabilities.<ref>{{Cite thesis|title=Harvesting hope through La Corrida : the experiences of highly mobile migrant high school students|url=http://dx.doi.org/10.46569/10211.3/130885|publisher=San Francisco State University|first=Julissa Mendoza|last=González}}</ref> Varsity Spirit partners with The Sparkle Effect to provide new cheerleading and dance uniforms to Sparkle Effect teams.<ref>{{Cite web|date=2015-10-02|title=Austria has more students with special needs in mainstream schools|url=http://dx.doi.org/10.1787/9789264228047-table35-en|access-date=2021-09-17|website=dx.doi.org}}</ref><ref>{{Cite book|last=Reich|first=Steven A.|url=http://dx.doi.org/10.1093/anb/9780198606697.article.1501393|title=Hall, William Covington (25 August 1871–21 February 1952)|date=2015-10|publisher=Oxford University Press|series=American National Biography Online}}</ref> As of 2015, Varsity has provided uniforms to 140 Sparkle Effect teams.


=== CheeReaders ===
== All Star Scoring ==
All Varsity Spirit competitions follow a shared scoring system. This system varies slightly per team depending on the age, level, and coed of the division. Unlike previous seasons the 2021-2022 scoring system is based on 50 points instead of 100. This resulted in major shifts in the allocation of points within the sections of the cheerleading routines.
CheeReaders was created by Hannah McRae Young to encourage children from kindergarten to second grade to pick up a book and read.<ref>{{Cite journal|last=Schultz|first=Jaime|date=2017-04-20|title=Something to Cheer About?|url=http://dx.doi.org/10.5406/illinois/9780252038167.003.0008|journal=University of Illinois Press|doi=10.5406/illinois/9780252038167.003.0008}}</ref>


Before the 2021-2022 season, the scoring system in Varsity Spirit and USASF governed competitions was straightforward. The scoring followed the main divisions of an all star cheerleading routine, stunts, pyramid, jumps, tosses, running tumbling, standing tumbling and dance. Each of these sections were allocated ten points, five for difficulty and five for execution except for dance. The scoring also allocated ten points for both performance and routine composition, five points to for stunt and pyramid creativity, and five points for stunt quantity. Lastly for coed teams five points were used to score coed stunts, non-coed teams were given a five. This scoring results in 100 possible points without deductions.<ref>{{Cite web |date=April 18, 2019 |title=2019 - 2020 ALL STAR SCORING SYSTEM - BUILDING LEVEL 1 – 5 & 6 JR |url=https://www.varsity.com/wp-content/uploads/2019/04/VAS_Scoring_Rubric_19_20.pdf }}</ref>
=== National School Spirit Day ===
National School Spirit Day, the third Friday of every September, was created in 2009 to celebrate the power of school spirit and the positive impact it has in schools and communities across the country. National School Spirit Day is the official kick off of the Varsity Brands School Spirit Awards – a program that honors students, staff and high schools that go above and beyond the definition of spirit. High schools across the country celebrate this day by hosting pep rallies at their school, announcing the Varsity Brands School Spirit Awards and encourage their students to participate, and sharing spirited moments throughout the year by using the trending hashtag #SpiritMatters. As a result of its strong influence, National School Spirit Day was recognized on the floor of Congress in 2014.<ref>{{Citation|title=“Death could not extinguish the light of her spirit”|date=2017-10-02|url=http://dx.doi.org/10.2307/j.ctv16756t9.10|work=Andrew Jackson Donelson|pages=81–99|publisher=Vanderbilt University Press|access-date=2021-09-17}}</ref><ref>{{Cite journal|date=2011-08|title=Guidelines recommend three hours of exercise per day for under-fives|url=http://dx.doi.org/10.12968/prps.2011.1.127.5|journal=Practical Pre-School|volume=2011|issue=127|pages=5–5|doi=10.12968/prps.2011.1.127.5|issn=1366-610X}}</ref>


The 2021-2022 season scoring system changed most dramatically in that the major sections of the routine were no longer scored evenly. Stunts, pyramid, standing tumbling and running tumbling are allocated eight points, four for difficulty and four for execution; tosses and jumps were allocated four, two for difficulty and two for execution; and dance was only given two points. The amount allocated to routine composition dropped to two points while performance was dropped entirely, instead there are now two points allocated to a similar category, overall impression. Stunt and pyramid creativity are now allocated one point each. Another large change, mainly for all girl teams, is the change of the scoring sheet from coed teams to not coed teams. Meaning, coed teams still get scored on their coed stunts, unless they are an international team, however, the all-girl and international coed teams have the coed scoring section replaced with stunt quantity.<ref>{{Cite web |title=Scoring & Judges |url=https://www.varsity.com/all-star/competitions/scoring-judges/ |access-date=2022-03-24 |website=Varsity.com |language=en-US}}</ref> This scoring results in 50 possible points which is doubled to obtain 100 possible points.<ref>{{Cite web|url=https://www.varsity.com/wp-content/uploads/2021/12/FAQ-VAS-Scoring.pdf|title=VARSITY ALL STAR SCORE SHEET BREAK DOWN}}</ref>
=== Varsity Brands School Spirit Awards ===
The Varsity Brands School Spirit Awards celebrate schools, organizations and individuals that go above and beyond the call of duty to build school pride, student engagement and community spirit. In 2014, Varsity Brands released a study revealing the powerful link between school spirit, involvement, achievement and self-confidence. It was found that students with higher levels of spirit perform better academically, are more involved, and feel happier and more connected to their schools and communities. Because of these findings, Varsity Brands awards $100,000 across 25 categories, including $3,000 to each winner and a $25,000 Grand Prize for America’s Most Spirited High School each year to celebrate the unique spirit stories of students, administration and high schools across the country.<ref>{{Citation|title=Conclusion : understanding and promoting the spirit of the school|url=http://dx.doi.org/10.5040/9781472541314.ch-006|work=The Spirit of the School|publisher=Continuum|access-date=2021-09-17}}</ref>


==References==
==References==
Line 71: Line 110:
==External links==
==External links==
*{{Official website|http://varsity.com/ }}
*{{Official website|http://varsity.com/ }}
* [http://www.americancheerleader.com American Cheerleader] magazine former website {{Webarchive|url=https://web.archive.org/web/20220713223212/https://www.americancheerleader.com/ |date=2022-07-13 }}


[[Category:Organizations based in Memphis, Tennessee]]
[[Category:Organizations based in Memphis, Tennessee]]
[[Category:1974 establishments in the United States]]
[[Category:1974 establishments in the United States]]
[[Category:Cheerleading organizations]]
[[Category:American cheerleading organizations]]
[[Category:Arts organizations established in 1974]]
[[Category:Sports organizations established in 1974]]

Latest revision as of 09:30, 20 December 2024

Varsity Spirit, LLC
IndustryCheerleading
Founded1974
FounderJeff Webb
HeadquartersMemphis, Tennessee, U.S.
Area served
Worldwide
Key people
Bill Seely
(President)
OwnerVarsity Brands
ParentBain Capital
Websitewww.varsity.com
Varsity Spirit cheerleader

Varsity Spirit, LLC, also known as Varsity, is an American cheerleading company owned by Varsity Brands. Founded in 1974 as the Universal Cheerleaders Association, the company is a manufacturer of apparel for cheerleading and dance teams, organizer of cheerleading competitions, and operator of training camps and sanctioning bodies.

The company's vertical integration of competitive cheerleading has faced criticism, including accusations of anti-competitive and monopolistic practices (including opposition to cheerleading being sanctioned as a sport), conflicts of interest via control of governing bodies, and institutionalizing high financial costs for participation in competitive cheerleading.[1][2] In 2023 and 2024, Varsity and its previous owners agreed to settle multiple class action lawsuits, including those surrounding high financial costs, and conflicts of interest with the U.S. All Star Federation.

History

[edit]

Varsity Spirit was founded by Jeff Webb,[3] a yell leader at the University of Oklahoma contemplating law school. After working as a summer camp instructor for Lawrence "Herkie" Herkimer's National Cheerleaders Association (NCA),[4] he attempted, but failed, to acquire part of the company.[5]

In 1974, Webb established the Universal Cheerleaders Association (UCA), in an effort to raise the profile of cheerleading, initially by establishing training camps, and later through promotional campaigns and its National College Cheerleading Championship (which was first held in 1978) and its National High School Cheerleading Championship (which was first held in 1980).[6][7] Cheerleading had seen declines in participation due to the growth of women's sports following the introduction of Title IX.[8]

Webb first operated the company out of his apartment, and only made a profit of US$850 (equivalent to $5,251 in 2023) during his first year of operations. By 2002, Webb estimated that Varsity Spirit held about half of the market, and that 60% of its revenue came from apparel.[9] In 2003, Varsity backed the formation of the U.S. All Star Federation, a sanctioning body for "all-star" cheerleading competitions involving teams from private gyms.[10]

In 2004, Varsity acquired National Spirit Group, owner of the NCA (which Webb estimated to have a 25% market share in 2002),[11][9] giving it control of the sheer majority of the cheerleading industry.[12] In 2005, it acquired the Knoxville-based Athletic Championships LLC and Premier Athletics LLC.[11] In 2007, it backed the formation of USA Cheer, a non-profit led by Webb which aimed to be a sanctioning body for cheerleading (with a goal to back cheerleading as a proposed Olympic event).[10]

In 2011, Varsity Brands merged with Herff Jones, an Indianapolis-based manufacturer of class rings, caps and gowns, and yearbooks;[13][14] Webb was named president and COO in December 2012,[15] and the merged company took on the Varsity Brands name in 2014.[14] In 2012, it acquired American Cheerleader magazine from Macfadden Communications Group, with the publishers of Memphis-based teen magazine Justine producing the magazine.[16] Charlesbank Capital Partners acquired Varsity Brands in 2014, after which it began to place a larger focus on club-based "all-star" cheerleading.[17] In 2015, it acquired JAM Brands, which had been the company's main competitor in the 2010s.[5]

In 2016, Varsity Brands sued Star Athletica, a competing manufacturer of cheerleading uniforms established by The Liebe Company (which was formerly contracted with Varsity), for copyright infringement over similarities in designs between their products.[18] The Supreme Court ruled in favor of Varsity, establishing that aesthetic elements of a useful article can be protected if they are a copyrightable artistic work, and are identifiable as art when mentally separated from the practical aspects of the item.[19]

In 2017, BSN Sports CEO Adam Blumenfeld replaced Webb as CEO.[17]

In July 2019, the company introduced a new division, "Varsity Pro", which focuses on providing apparel and services for professional cheer and dance teams, such as those of professional sports franchises. The division's first partnership as outfitter was with the NBA's Memphis Grizzlies.[20] It also acquired SA Feather Co. and Stanbury Uniforms to expand into the band market.[21]

On December 9, 2020, Webb announced that he would step down from Varsity. In a 2021 interview with Sportico after the International Olympic Committee (IOC) voted to recognize the ICU, Webb stated that he had divested himself of Varsity, recently had "a very favorable liquidity event", and "was looking around with what I want to do with this phase of my life." Varsity's former vice president of corporate alliances and business development, Marlene Cota, stated that Webb's role in the company had begun to lessen after the sale to Charlesbank.[17] After his departure, Webb became the new co-publisher and senior news editor of the conservative publication Human Events.[17]

American Cheerleader

[edit]
American Cheerleader
FrequencyQuarterly
Founded1995
CompanyVarsity Spirit
CountryUnited States
Based inMemphis, Tennessee
LanguageEnglish
Websitewww.americancheerleader.com
ISSN1079-9885

American Cheerleader was the first and largest national teen magazine dedicated to covering sideline and competitive cheerleading. It was founded in 1995 and based in Memphis, Tennessee. Staff included Editor-in-Chief Jackie Martin and Managing Editor Kim Conley. Inspired by the popularity and competitive nature of cheerleading in the early 1990s, publishing executive Michael Weiskopf started a magazine to take advantage of its evolving culture. The first issue was published in New York in January 1995. It was published by Lifestyle Ventures, LLC, and the first issue featured University of Maryland cheerleader Penny Ramsey, who went on to become a castaway in Thailand on the CBS show Survivor in 2002.[22] Special Collector's Editions were produced in February 2005 and February 2010 to commemorate the magazine's 10th and 15th anniversaries. Lifestyle Media, Inc. was acquired by Macfadden Performing Arts Media, LLC in 2006. Varsity Spirit bought the magazine in 2012.[23][24]

American Cheerleader covered training tips for stunting and tumbling, tryout advice, team building activities, beauty, fashion, fitness and how to balance schoolwork and cheer. All issues feature a Cheerleader of the Month, Spotlight Squad and Awesome Athletes.[25][26] 'Cheerleaders of the Month' were recognized for their talent, academic achievement and community involvement.[27][28][29] Past celebrity covers have included Debby Ryan,[30] Erica Joy Allen, Krystyna Krzeminski, Kendall Jenner,[31] Heather Morris, Francia Raisa, Christina Milian, Kirsten Dunst, Mýa, Hilarie Burton, Ashley Tisdale, and Olivia Holt. American Cheerleader has also made its way into every sequel of the Bring It On films.

Their website, Americancheerleader.com, featured cheer news and trends, training tips, featured athletes[32] and step by step videos of stunting, tumbling and cheer skills.[25]

Market position

[edit]
Varsity Spirit at a parade in London.

Varsity Spirit has been described as having a monopoly position in cheerleading in the United States, due to extensive vertical integration of apparel businesses, training camps, affiliated gyms, cheerleading competitions, and sanctioning bodies, as well as acquisitions of competitors.[10][5][2][12]

Varsity has been accused of engaging in anti-competitive practices; the company signs gyms to multi-year agreements, under which they receive rebates if they exclusively purchase apparel from the company, and participate in Varsity-run competitions.[5] Only Varsity-owned brands are allowed to exhibit and market their apparel at its events, hindering the ability for competitors to do the same. Although there are no restrictions on use of non-Varsity apparel by participants in the competitions proper,[5] in 2010 Webb testified that in at least one competition, teams received more points if they used Varsity-produced props.[12]

Varsity also has effective control of affiliated governing bodies for cheerleading.[1] USA Cheer, a non-profit governing body for cheerleading, was established by Varsity Spirit with a no-interest loan, and is staffed by six contracted Varsity Spirit employees.[10] The U.S. All Star Federation (USASF), a governing body for private cheer and dance squads, was formed in 2003 with financial backing by Varsity Spirit via a no-interest loan.[10] Although Varsity Spirit officially states that it does not own the USASF,[33] its board was effectively controlled by Varsity Spirit by means of six of its 15 board members, and by-laws requiring seven seats to be filled by representatives of a group of Varsity Spirit-controlled cheerleading and dance associations. The company also paid the salary of its president, and its vice president of events and corporate alliances.[34] In 2011, the USASF threatened to ban its members from participating in Varsity-run events if they participate in competing world championships not run by the company.[10] Varsity was also involved in the establishment of the International Cheer Union (ICU).[10] Under a "Stay Smart" scheme, attendees of events were also required to book accommodations with specific providers vouched by Varsity, which were accused of having paid kickbacks to the company.[35]

Classification of cheerleading as a sport

[edit]

Varsity Spirit and its affiliates have lobbied against proposals for cheerleading to be sanctioned as a sport, including proposals by California, and Texas's University Interscholastic League (UIL), arguing that this would result in increased oversight and regulation that would be detrimental to its business and self-oversight.[12] In 2015, the UIL announced a pilot "Spirit Championship", whose judges would be trained and provided by Varsity Spirit.[10]

In 2010, Webb was called upon as an expert witness in a Title IX case involving Quinnipiac University, which had redirected money out of women's sports to its all-women cheerleading team under the argument that it was a sport.[36] In his testimony, Webb stated that he did not consider cheerleading to be a sport, as he primarily considered Varsity's competitions to be a promotion for its lines of business.[12] A federal judge held that cheerleading "does not qualify as a varsity sport for the purposes of Title IX".[37][12]

Antitrust settlements

[edit]

In 2020, a proposed class action lawsuit was filed against Varsity Brands, alleging that it used its "undue influence and control" over affiliated bodies to maintain its monopoly in competitive cheerleading and scholastic apparel, including requiring participation in Varsity-run training camps in order to attend its competitions, participation in its insurance plans, and the aforementioned rebate program, which institutionalized financial costs for participation in competitive cheerleading. Varsity responded to the suit, arguing that they "welcome the kind of competition that enhances the cheer marketplace", and accused competitors of "seeking to chill that marketplace through the Courts. We are contesting this flawed diversion from an otherwise dynamic industry with energy, resources and determination."[38]

In March 2023, Varsity Brands agreed to pay $43.5 million to settle one of the antitrust cases, Fusion Elite All Stars, et al. v. Varsity Brands LLC, et al,, targeting "direct purchasers"; under the settlement, Varsity agreed to stop paying the salaries of USASF executives, and prohibit its board members from occupying seats on the USASF board. In addition, the USASF agreed to not allow any one cheerleading body from controlling more than 40% of the voting seats on its board.[39] In May 2024, Varsity settled Jessica Jones, et al., v. Varsity Brands, LLC, et al., with the company and its prior owners agreeing to pay out $82.5 million to "indirect" purchasers who paid for registration fees or purchased apparel from Varsity. As part of the settlement, Varsity also agreed to no longer require competitors to participate in its training camps, phase out the "Stay Smart" scheme, and to restrict the sharing of confidential information from other USASF members to Varsity..[35]

Sexual misconduct

[edit]

In September 2020, USA Today published a report accusing governing bodies tied to Varsity Spirit of allowing 180 individuals (including coaches, choreographers, and others) indicted for child sexual abuse — 140 of whom having been convicted — to continue participating in activities. It found that their list of blacklisted individuals only contained 21 people, and was only amended and expanded following reports made by the paper.[34]

In September 2022, a federal lawsuit was filed in Memphis against Varsity Brands, Varsity Spirit, and the estate of Scott Foster (a gym owner who had killed himself while under investigation for child sexual abuse), by six alleged victims of Foster. The suit alleged negligence in violation of the Protecting Young Victims from Sexual Abuse and Safe Sport Authorization Act of 2017, including that Varsity made no effort to prohibit Foster from attending its sanctioned events, even after his suspension from the USASF in 2018.[40][41]

All Star Scoring

[edit]

All Varsity Spirit competitions follow a shared scoring system. This system varies slightly per team depending on the age, level, and coed of the division. Unlike previous seasons the 2021-2022 scoring system is based on 50 points instead of 100. This resulted in major shifts in the allocation of points within the sections of the cheerleading routines.

Before the 2021-2022 season, the scoring system in Varsity Spirit and USASF governed competitions was straightforward. The scoring followed the main divisions of an all star cheerleading routine, stunts, pyramid, jumps, tosses, running tumbling, standing tumbling and dance. Each of these sections were allocated ten points, five for difficulty and five for execution except for dance. The scoring also allocated ten points for both performance and routine composition, five points to for stunt and pyramid creativity, and five points for stunt quantity. Lastly for coed teams five points were used to score coed stunts, non-coed teams were given a five. This scoring results in 100 possible points without deductions.[42]

The 2021-2022 season scoring system changed most dramatically in that the major sections of the routine were no longer scored evenly. Stunts, pyramid, standing tumbling and running tumbling are allocated eight points, four for difficulty and four for execution; tosses and jumps were allocated four, two for difficulty and two for execution; and dance was only given two points. The amount allocated to routine composition dropped to two points while performance was dropped entirely, instead there are now two points allocated to a similar category, overall impression. Stunt and pyramid creativity are now allocated one point each. Another large change, mainly for all girl teams, is the change of the scoring sheet from coed teams to not coed teams. Meaning, coed teams still get scored on their coed stunts, unless they are an international team, however, the all-girl and international coed teams have the coed scoring section replaced with stunt quantity.[43] This scoring results in 50 possible points which is doubled to obtain 100 possible points.[44]

References

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