Varsity Spirit: Difference between revisions
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== History and Leadership == |
== History and Leadership == |
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Varsity Spirit was founded by Jeff Webb, a yell leader at the |
Varsity Spirit was founded by Jeff Webb, 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]], 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. |
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Webb used marketing and promotional campaigns 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. |
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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|language=en}}</ref> |
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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. |
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Webb first operated the company out of his [[apartment]], and only made a profit of $850 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" /> |
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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. |
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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|publisher=Gannett|language=en}}</ref> |
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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=":12">{{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> 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> In 2015, it acquired JAM Brands, which had been the company's main competitor in the 2010s.<ref name=":4" /> |
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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> |
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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> |
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== Market position == |
== Market position == |
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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 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">{{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|publisher=Gannett|language=en}}</ref><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><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">{{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> |
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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 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" /> |
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Revision as of 23:42, 16 September 2021
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.[1] The company is best known for organizing and staging large-scale cheerleading activities within the United States.[2][3]
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| Industry | Cheerleading, Camps and Competitions, Apparel, Accessories |
|---|---|
| Founded | 1974 |
| Founder | Jeff Webb |
| Headquarters | Memphis, TN, United States |
Area served | Worldwide |
Key people | Bill Seely (President) |
| Products | Cheerleader apparel and accessories |
| Owner | Varsity Brands |
| Parent | Bain Capital |
| Website | www |
It has origins that trace back to 1948. Since its founding, Varsity Spirit has become known for its involvement in the cheerleading industry delete: to make it dynamic and popular. 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.
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.
In 2019, Varsity Spirit launched 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.[4]
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.
History and Leadership
Varsity Spirit was founded by Jeff Webb, 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, 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.
Webb used marketing and promotional campaigns 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 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.
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.
Market position
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.[5][6][2][7]
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.[6] 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,[6] in 2010 Webb testified that in at least one competition, teams received more points if they used Varsity-produced props.[7]
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.[5] 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.[5] Although Varsity Spirit officially states that it does not own the USASF,[8] its board is 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 pays the salary of its president, and its vice president of events and corporate alliances.[9] 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.[5] Varsity was also involved in the establishment of the International Cheer Union.[5]
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."[10]
Classification of cheerleading as a sport
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.[7] In 2015, the UIL announced a pilot "Spirit Championship", and that it would "partner with Varsity Brands to provide and train judges for the contest."[5]
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-girls cheerleading team under the argument that it was a sport.[11] 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.[7] A federal judge held that cheerleading "does not qualify as a varsity sport for the purposes of Title IX".[12][7]
Sexual misconduct
![[icon]](/enwiki/wiki/File:Wiki_letter_w_cropped.svg){kind=small} | This section needs expansion. You can help by adding to it. (September 2020) |
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.[9]
References
- ^ a b "Cheerleaders". Penn & Teller: Bullshit!. Season 8. Episode 1. July 10, 2010. Showtime.
- ^ 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.
- ^ "Industry Profile: Jeff Webb of Varsity Brands, Inc". Cheercoachmagazine.com. 2006-05-01. Retrieved 2010-07-27.
- ^ "Wallulah 2005 - Varsity Sports". doi:10.31096/wua023-wallulah-2005-varsitysports.
{{cite journal}}: Cite journal requires|journal=(help) - ^ a b c d e f "CHEER EMPIRE: A for-profit company built competitive cheer, pays people who make its rules". The Commercial Appeal. Gannett. Retrieved 2020-09-30.
- ^ a b c Buchanan, Leigh (2016-02-22). "Meet Rebel, the $20 Million Cheerleading Startup Living Up to Its Name". Inc.com. Retrieved 2020-09-30.
- ^ a b c d e 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.
- ^ "Varsity Spirit FAQ". Varsity.com. Retrieved 2020-09-30.
- ^ 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.
- ^ "Federal lawsuit aims to break up alleged Varsity monopoly in cheerleading business". Memphis Business Journal. 2020-07-29. Retrieved 2020-10-01.
- ^ Bill Cloutier (23 June 2010). "Quinnipiac trial: Legitimacy of cheerleading as sport focus of plaintiffs". New Haven Register News. Retrieved 6 August 2015.
- ^ Goldman, Russell (2010-06-21). "Federal Judge: Cheerleading Is Not a Sport". ABC News. Retrieved 2020-09-30.