The next era of competitive cheerleading is here—and for the first time, athletes will be paid to do the sport they love.
Varsity Spirit has announced the launch of the Pro Cheer League —a national initiative that will offer paid professional opportunities for athletes in cheerleading. The announcement comes on the heels of the Dallas Cowboys Cheerleaders receiving a 400% pay raise, further highlighting the growing recognition of the athleticism and skill required to represent cheerleading at the highest level. The league, scheduled to begin its inaugural season in January 2026, is being introduced as a new model of elite athletic competition for individuals 18 and older.
“This is the first time that cheerleaders will be paid to do what they love,” said Maddie Gardner, Varsity Spirit’s Content Marketing Manager, in an interview with Cheer Daily. “There was no outlet past competition teams. For so many athletes, the last time they competed was the last time they ever would. Until now.”
The initiative follows years of growth in the sport’s visibility and infrastructure, with Varsity noting increased public interest, Olympic recognition through the ICU, and expanding participation globally.
The launch of the Pro Cheer League marks the first major cheerleading initiative by Varsity Brands since its $4.75 billion acquisition by private equity firm KKR from Bain Capital in 2023. The league represents both a business opportunity and a renewed public-facing move following several years of legal challenges, including the company’s $82.5 million settlement in an antitrust class-action lawsuit last year.
“Cheerleading is ready to graduate from college and step into the professional ranks,” said Bill Seely, President of Varsity Spirit. Seely said the company has been exploring the idea of a professional league for over a decade but believes the timing is now right, with developments such as Olympic cheer recognition, NCAA progress for STUNT, and broader momentum behind women’s sports.
“We want to help them get sponsorships and create a future for them to where they can do this as long as they want to,” he said.
In addition to competition, Varsity confirmed the league will pursue media opportunities, including livestreaming and possible docuseries-style coverage.
“There’s interest in streaming, documentary series, and storytelling that follows these athletes,” Gardner noted.
The company is currently in discussions with potential broadcast and streaming partners and expects to announce a deal within the next two months. While no outlets have been confirmed, Varsity has an extensive relationship with ESPN, which has broadcasted Varsity’s championship events for over four decades.
Are athletes paid to compete? Yes. Pro Cheer League athletes are part-time employees of Varsity Spirit and will be compensated for their time, talent, and dedication. Compensation includes a base wage, travel and lodging, uniforms, and performance-based incentives.
Is this a full-time job for athletes? While the Pro Cheer League may not currently fulfill the needs of a full-time career for most athletes at the start, it is a major step forward in building a professional pathway in cheer. Varsity has indicated a long-term vision to expand the opportunity into a more sustainable professional model over time.
The inaugural season of the Pro Cheer League begins in January 2026 and features four founding teams:
- Atlanta
- Dallas
- Miami
- San Diego
Each team will consist of 30 athletes, selected via a tryout process beginning in September 2025. With four teams, that means there are 120 total athlete spots available for the league’s inaugural season.
