Varsity Brands believes cheerleading is ready to graduate from college and step into the professional ranks. On Wednesday, its subsidiary Varsity Spirit unveiled the Pro Cheer League—a for-profit ...

Varsity Spirit is starting a professional cheerleading league that promises to pay athletes, joining the crowded niche sports market that already includes softball, volleyball, 3-on-3 basketball, ...

It is hard to believe, but until now, professional cheerleading wasn't a real path for even the most elite athletes. For decades, they've trained like pros--with no league to chase. That changes today ...

North Texas has long been the epicenter of the cheerleading world, home to some of the most iconic athletes in the sport with the Dallas Cowboys Cheerleaders and the cheerleading team at Navarro ...

Aug. 30—Chicago — Attorney General Kwame Raoul announced that Illinois has joined an $82.5 million proposed antitrust settlement with Varsity Brands (Varsity). As a result, Illinois consumers who paid ...

"Really?" he repeated as the trio before him struggled momentarily to hold steady a fourth member high above their heads while providing a one-legged base. "Come on, girls! It's a simple lift." For ...