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{{Short description|American cheerleading company}}
{{AFC submission|r|||ts=20100727020828|u=Shinmawa|ns=5}}
{{Infobox company
*{{afc comment|1=Where exactly would this article go to? I think the title needs to be figured out, because [[Varsity]] is a disambig page.~~ [[User:Hi878|<span style="color:#006400">Hi</span><span style="color:crimson;">8</span><span style="color:maroon;">7</span><span style="color:#FF4500">8</span>]] <sup>[[User talk:Hi878|<span style="color:#0000CD">(''Come shout at me!'')</span>]]</sup> 01:11, 27 July 2010 (UTC)}}
| name = Varsity Spirit, LLC
----
| logo = Varsity Logo.gif
| logo_size = 250px
| caption =
| foundation = 1974
| founder = Jeff Webb
| location = [[Memphis, Tennessee]], U.S.
| area_served = Worldwide
| key_people = Bill Seely<br><small>(President)</small>
| industry = Cheerleading
| products =
| owner = [[Varsity Brands]]
| parent = [[Bain Capital]]
| 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]].


==History==
'''Varsity Spirit Corp.''' is the largest organization in the cheerleading industry. Based in [[Memphis]], Tennessee, Varsity is comprised of the leading organizations and brands in the all segments of cheerleading and dance team, from educational camps and clinics to competitions and [[Cheerleading uniform|cheerleading and dance team apparel]].
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>
Since its founding, Varsity has been the driving force in making [[Cheerleading]]the dynamic, athletic and high profile activity it is today. Jeff Webb’s vision for cheerleading was to combine high energy entertainment with traditional school leadership. Webb and his organization have driven the development of an international phenomenon that now not only includes millions of young Americans, but also a rapidly growing number of participants worldwide, according to the International Cheer Union.


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" />
Varsity’s history dates back to 1948, and it continues to be the global leader<ref name="usatoday2002">{{cite web|url=http://www.usatoday.com/sports/_stories/2002-04-26-cover-side-business.htm |title=From megaphones to mega-profits |publisher=Usatoday.Com |date=2002-04-26 |accessdate=2010-07-27}}</ref> in growing cheerleading’s influence and profile.


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>
In 1981, Varsity hosted the first National High School Cheerleading Championships, and it was the first time cheerleading was televised on TV. Today, four of Varsity’s National Championships are televised on the [[ESPN|ESPN networks]], including the National High School Cheerleading Championships, the National College Cheerleading and Dance Team Championships, National Dance Team Championships and the National All Star Cheerleading Championships. All four National Championships are hosted at the [[Disney World|Walt Disney World Resorts]].


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" />
Under the umbrella of Varsity are the leading cheerleading organizations in the United States. Each summer, Varsity camp organizations train 300,000 cheerleaders from colleges, high schools, junior high schools, middle schools and all star programs. In all, 475,000 cheerleaders and dance team members compete at Varsity brand events.


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>
Between its three apparel companies, Varsity Spirit Fashions, Cheerleader & DanzTeam and Ozone, Varsity outfits one million cheerleaders every year.


In 2017, BSN Sports CEO Adam Blumenfeld replaced Webb as CEO.<ref name=":9" />


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>
== Achievements ==


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" />
*First Camps
*First Pom Pons
*First Partner Stunt Competition
*First televised competitions
*First Safety Guidelines
*First Half Time Show


===American Cheerleader===
{{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.
With 17 million video streams in 2009 alone, Varsity TV on Varsity.com has the largest collection of cheerleading and dance team competition videos. Viewers can choose from 30,000 competition videos on Varsity.com. Varsity TV also features original shows, like “Friday Night Cheerleading in America,” “Varsity News Now,” “Hit It,” “Inside UCA Cheer Camp” and “NCA Camps – A Cheerleading Tradition.”


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>


== History and leadership==
== 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" />
Jeff Webb is the CEO and Founder of Varsity.<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 |accessdate=2010-07-27}}</ref> was a yell leader at the University of Oklahoma contemplating law school and working summers as a camp instructor for National Cheerleaders Association (NCA) with Lawrence Herkimer when he decided to start Universal Cheerleaders Association (UCA) under the Varsity name. In 2004, the two cheer giants merged to form the largest partnership in the cheerleading and dance team industry.


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>
Webb founded UCA in 1974 with the vision of incorporating athleticism and entertainment with the tradition crowd leader’s role to create a new brand of cheerleading that caused the activity to explode in popularity from the ‘80s to today.


=== Classification of cheerleading as a sport ===
Webb’s use of marketing and promotional campaigns<ref>http://www.nytimes.com/2007/06/11/business/media/11adcol.html</ref> to increase cheerleading’s profile have directly impacted cheerleading’s popularity. Today, ESPN televises 8 hours of Varsity’s national championships, a relationship that began in 1985 and continues to this day. In 2002, Webb was featured prominently in a USA Today article entitled From Megaphones to Mega-Profits.<ref name="usatoday2002"/>
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" />
==Lawrence Herkimer==


=== Antitrust settlements ===
[[Lawrence Herkimer]] founded the National Cheerleaders Association in 1948, the nation’s first professional cheerleading training organization. He held the first organized cheerleading camp in Huntsville, TX in 1948. His signature jump, the “[[Herkie]]” is one of the most famous cheerleading jumps and is still performed today. Herkimer started the first cheerleading uniform company, Cheerleading Supply Company, in 1951 to meet the needs of cheerleaders, dancers and drill teams. Today it is known as Cheerleader and DanzTeam.<ref>{{cite web|url=http://uniforms.varsity.com/default.aspx |title=Cheerleading Uniforms - Cheer & Dance Uniforms from Varsity:: Welcome |publisher=Uniforms.varsity.com |date= |accessdate=2010-07-27}}</ref> In March of 2009, the New York Times published an article about Herkie.<ref>[http://www.nytimes.com/2009/03/15/sports/ncaabasketball/15cheer.html?pagewanted=all Shaking Pom Poms for the Grandfather of Cheerleading].</ref>
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>
==Varsity and Cheerleading Safety==


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" />
Recognizing that cheerleading’s growing popularity created a need for a safety organization that could objectively analyze risk and set guidelines, Varsity underwrote the [http://www.aacca.org/ American Association of Cheerleading Coaches and Administrators] (AACCA) in 1987.


== Sexual misconduct ==
Varsity Contributions to Cheerleading Safety
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>
*AACCA was begun in 1987 to ensure that cheerleaders were exposed to the best training available and the safest conditions possible. Everyone in the cheer community benefits from AACCA, regardless of which camp, competition or uniform they purchase.
*Currently, 22,000 coaches nationwide are certified through AACCA’s safety course.
*More than a quarter of a million cheerleaders completed the AACCA Safety Awareness Program in 2009 at Varsity cheer camps
*School employees 21 and older who have completed the AACCA certification receive an additional $1,000,000 in liability coverage.
*Every Varsity cheer camp instructor is safety certified through AACCA, and has received a minimum of 30 hours of hands-on training
*In May, 2010 AACCA released new safety guidelines for elementary, middle and junior high school teams<ref>{{cite web|url=http://www.americancheerleader.com/2010/05/new-safety-rules-for-school-cheerleaders/ |title=New safety rules for school cheerleaders : American Cheerleader Magazine |publisher=Americancheerleader.com |date=2010-05-11 |accessdate=2010-07-27}}</ref>


== All Star Scoring ==
==AACCA==
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.<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>
AACCA is a non-profit educational association for the over 70,000 cheerleading coaches across the United States. Founded in 1987, members of the association include: youth, junior high school, high school, all star, and college or university coaches/advisors, as well as leading national cheerleading instructional companies dedicated to the safe and responsible practice of student cheerleading.
AACCA is the defining source for all cheerleading safety education. The AACCA manual was composed by the industry's top cheerleading professionals, doctors, business professionals, lawyers, and Dr. Gerald S. George.<ref>{{cite web|url=http://www.gymnasticshalloffame.org/files/bio/g_george/g_george.html |title=Biography: GEORGE, Gerald S |publisher=Gymnasticshalloffame.org |date= |accessdate=2010-07-27}}</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>
The AACCA manual has been endorsed by the National Collegiate Athletic Association, the National Federation of State High School Associations, the American Academy of Orthopaedic Surgeons, the Women's Sport Foundation, the National Athletic Trainers Assocation and the University Risk Management and Insurance Association.


==References==
AACCA was created to form a structured platform for cheerleading safety. The concept of the certification was to create stronger, safer athletes. The physics of cheerleading mixed with the intense emotional toll that any sport can have were all taken into consideration when creating the manual. Topics such as physical vs. emotional readiness are also discussed. The AACCA manual is an intensive study of the philosophy of safety, along with cheer and dance specific techniques, legal liability issues, medical responsibilities, nutrition and hydration, environmental safety, and many other topics relative to the practice and performances of cheerleader and dance skills.
{{Reflist|2}}


==External links==
*{{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]]
==Partners & Philanthropy==
[[Category:1974 establishments in the United States]]

[[Category:American cheerleading organizations]]
===Sponsors & Partners===
[[Category:Arts organizations established in 1974]]
*[[Nike, Inc.|Nike]]
[[Category:Sports organizations established in 1974]]
*[[Gatorade]]
*[[ESPN]]
*[[Walt Disney World Resort]]s
*Degree Girl
*Women’s Sport Foundation
*[[Pottery Barn|Pottery Barn/PBTeen ]]

===Philanthropy===

Varsity and the Office on Women’s Health Best Bones Forever teamed up to promote teen bone health at major events in Orlando and Dallas. Cheerleaders and dance team members learned that physical activity builds strong bones for life.

The CheeReaders program provides support to cheerleaders who want to start group that read to schoolchildren in the hopes of improving literacy and overall academic success. Varsity helped support this start up literacy group with free advertising through bookmarks to all campers (300,000) and signage to them to use for their events.

Varsity is a partner with The Sparkle Effect, an initiative begun by two varsity cheerleaders from Iowa who started a special needs cheerleading squad in their community, then created a template so that other schools could follow their lead. Featured on “Oprah!”, the Sparkle Effect has been a hugely successful program. When the Sparkle Effect won a grant for their organization’s efforts, Varsity Spirit Fashions matched the uniform budget with a $10,000 credit towards the Varsity apparel.

UCA and the Muscular Dystrophy Association: This Labor Day will mark the 20th year that Varsity cheerleaders have participated in the MDA Telethon and helped to raise donations for this organization. Last year, they were able to raise $52,000 for MDA and have raised the goal higher for 2009. In addition to performing during the telecast, Varsity raises funds at events throughout the country. Cumulatively, Varsity has helped to raise $750,000 over the last 20 years. This year, donations to the Muscular Dystrophy Association will top $1,000,000. UCA staff members represent not just UCA during the Jerry Lewis Telethon, but all cheerleaders. The Telethon is just one way Varsity puts cheerleaders in the forefront, and broadcasts the positive aspects of being a cheerleader on a global scale.

NCA and the [[Make A Wish Foundation]]] - continuing a longstanding commitment to leadership and community service, NCA and NDA are proud to be official sponsors of the Make-A-Wish Foundation, a global charity that grants the wishes of children with life-threatening medical conditions to enrich their lives with hope, strength and joy. Cheerleaders and dance team members can go to nca.varsity.com and click on the Make-A-Wish logo to get started on one of the most important “team” projects they will ever accomplish.

American School Spirit Award – The ASSA is an award for outstanding schools whose cheerleaders demonstrate academic excellence, leadership and school spirit. Varsity rewards one cheerleading team and one dance team every year with the American School Spirit Award. The American School Spirit Award recognizes cheerleaders who embody the best of this world: leadership, sportsmanship, athleticism and community service.

America Needs Cheerleaders<ref>{{cite web|url=http://www.varsity.com/tellusyourstory_anc.aspx |title=Varsity |publisher=Varsity |date= |accessdate=2010-07-27}}</ref> and National School Spirit Day<ref>{{cite web|url=http://nationalschoolspiritday.org/ |title=September 10, 2010 |publisher=National School Spirit Day |date= |accessdate=2010-07-27}}</ref>

These are two campaigns that work together to foster leadership and community service among cheerleaders. America Needs Cheerleaders shines a light on all of the positive attributes of cheerleaders—from high academic achievement, to athletic excellence and school spirit to a willingness to help others in need. National School Spirit Day – Varsity’s competition organizations started this National day of service for cheerleaders beginning on September 9, 2009. Cheerleaders are encouraged to be visible leaders in their community and to do perform acts of kindness and charity. This year, National School Spirit Day is being celebrated on September 10, 2010.

== References ==

{{reflist}}

==External Links==

*[http://varsity.com/ Official Website]
*[http://nationalschoolspiritday.org/ National School Spirit Day]

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

[edit]
  1. ^ a b "Cheerleaders". Penn & Teller: Bullshit!. Season 8. Episode 1. July 10, 2010. Showtime.
  2. ^ a b "Cheerleading may not be a sport, but it is an industry". Christian Science Monitor. 2010-07-22. ISSN 0882-7729. Retrieved 2020-09-30.
  3. ^ "Industry Profile: Jeff Webb of Varsity Brands, Inc". Cheercoachmagazine.com. 2006-05-01. Retrieved 2010-07-27.
  4. ^ "NCC Nationals: Continuing a rich tradition". Philstar.com. 23 February 2015. Retrieved 6 August 2015.
  5. ^ a b c d e Buchanan, Leigh (2016-02-22). "Meet Rebel, the $20 Million Cheerleading Startup Living Up to Its Name". Inc.com. Retrieved 2020-09-30.
  6. ^ Michael Sheffield (19 June 2015). "Top 100: Varsity squad leader Jeff Webb rallies billion-dollar spirit brands". Memphis Business News. American City Business Journals. Retrieved 6 August 2015.
  7. ^ Elliott, Stuart (2007-06-11). "Marketers Are Joining the Varsity". The New York Times. ISSN 0362-4331. Retrieved 2020-09-30.
  8. ^ Schultz, Jaime (February 2017). "Cheerleading's peculiar path to potential Olympic sport". The Conversation. Retrieved 2020-09-30.
  9. ^ a b Brady, Erik (2002-04-26). "From megaphones to mega-profits". USA Today. Retrieved 2020-09-30.
  10. ^ a b c d e f g h "CHEER EMPIRE: A for-profit company built competitive cheer, pays people who make its rules". The Commercial Appeal. Gannett. 18 September 2020. Retrieved 2020-09-30.
  11. ^ a b "Varsity Brands acquires Athletic Championships and Premier Athletics". Memphis Business News. 2005-07-06. Retrieved 2020-09-30.
  12. ^ a b c d e f Reigstad, Leif (2015-07-21). "Varsity Brands Owns Cheerleading and Fights to Keep it From Becoming an Official Sport". Houston Press. Retrieved 2020-09-30.
  13. ^ Hirsch, Lauren (2018-06-19). "Bain to acquire Varsity Brands, a top maker of cheerleader uniforms and school spirit items, for roughly $2.5 billion". CNBC. Retrieved 2020-09-30.
  14. ^ a b "Rebranding spreads Varsity name around". Memphis Business News. American City Business Journals. 2014-06-03. Retrieved 2020-09-30.
  15. ^ Michael Sheffield (11 December 2012). "Jeff Webb Named President, COO of Herff Jones". Memphis Business News. Retrieved 6 August 2015.
  16. ^ Ioanna Opidee (26 January 2012). "American Cheerleader Sold to Varsity Spirit Corp". Folio Magazine. Retrieved 6 August 2015.
  17. ^ a b c d Libit, Daniel (2021-09-16). "A Tangled Jeff Webb Weaves Cheerleading's Olympic Dreams". Sportico.com. Retrieved 2021-09-25.
  18. ^ Smith, Erin Geiger (2016-10-31). "Who Owns Cheerleader Uniform Designs? It's up to the Supreme Court". The New York Times. Retrieved 2018-07-15.
  19. ^ "Star Athletica, L.L.C. v. Varsity Brands, Inc". Harvard Law Review. 2017-11-04. Retrieved 2018-07-16.
  20. ^ "Varsity Spirit launches new brand for pro teams". Memphis Business News. 2019-07-17. Retrieved 2020-09-30.
  21. ^ "Varsity Spirit adds to squad, buys two companies". Memphis Business News. Retrieved 2020-09-30.
  22. ^ "Penny Ramsey - IMDb." The Internet Movie Database (IMDb). Web. 20 Oct. 2010.
  23. ^ "American Cheerleader Sold to Varsity Spirit Corp". 26 January 2012. Retrieved 10 October 2014.
  24. ^ Varsity Spirit Corp. buys American Cheerleader magazine
  25. ^ a b McMurrin, Morgan (2010-10-20). "American Cheerleader". Macfadden Performing Arts Media (Web).
  26. ^ "Royals featured in American Cheerleader magazine". Queens University of Charlotte. 4 September 2012. Retrieved 10 October 2014.
  27. ^ "Cheerleader Of Month Extras." American Cheerleader. Web. 20 Oct. 2010.
  28. ^ "UCF's Schierer Featured on Cover of American Cheerleader Magazine". Archived from the original on 2014-10-20. Retrieved 2014-10-10.
  29. ^ Ohio State Cheerleader Paige Edwards Needs Your Vote
  30. ^ Behind The Scenes: Debby Ryan's American Cheerleader Photo Shoot!
  31. ^ "Kendall Jenner's First Cover Shoot". E! Online. 27 April 2011. Retrieved 10 October 2014.
  32. ^ "PV alums featured in national magazine". The Quad-City Times. 20 August 2014. Retrieved 10 October 2014.
  33. ^ "Varsity Spirit FAQ". Varsity.com. Retrieved 2020-09-30.
  34. ^ a b "Cheerleading has a list of people banned from the sport. It was missing 74 convicted sex offenders". USA Today. Gannett. Retrieved 2020-09-30.
  35. ^ a b Libit, Daniel (2024-05-14). "Varsity Cheerleading, Bain Agree to $82.5 Million Antitrust Settlement". Sportico.com. Retrieved 2024-05-25.
  36. ^ Bill Cloutier (23 June 2010). "Quinnipiac trial: Legitimacy of cheerleading as sport focus of plaintiffs". New Haven Register News. Retrieved 6 August 2015.
  37. ^ Goldman, Russell (2010-06-21). "Federal Judge: Cheerleading Is Not a Sport". ABC News. Retrieved 2020-09-30.
  38. ^ "Federal lawsuit aims to break up alleged Varsity monopoly in cheerleading business". Memphis Business Journal. 2020-07-29. Retrieved 2020-10-01.
  39. ^ Libit, Daniel (2023-03-27). "Varsity Strikes $43 Million Settlement With Antitrust Accusers". Sportico.com. Retrieved 2024-05-25.
  40. ^ "Memphis-based Varsity named in federal lawsuit over sexual abuse in cheerleading". localmemphis.com. September 27, 2022.
  41. ^ Libit, Daniel (2022-09-07). "Varsity Cheerleading Faces Sex Abuse Claims Amid Antitrust Litigation". Sportico.com. Retrieved 2022-10-16.
  42. ^ "2019 - 2020 ALL STAR SCORING SYSTEM - BUILDING LEVEL 1 – 5 & 6 JR" (PDF). April 18, 2019.
  43. ^ "Scoring & Judges". Varsity.com. Retrieved 2022-03-24.
  44. ^ "VARSITY ALL STAR SCORE SHEET BREAK DOWN" (PDF).
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