As we close out an extraordinary year, I want to celebrate the milestones and progress that defined 2024 for Varsity Brands—and share how our purpose to be In the Game for Good is making a meaningful impact across sports and communities nationwide.
This year has been nothing short of transformative, and it’s all thanks to the dedication, innovation and teamwork of our exceptional team. Together, we reached new heights, marked historic milestones and deepened our impact across the country. Here are just a few highlights that showcase what makes this company so special.
Historic Milestones and New Beginnings
This year, we completed our successful transaction with KKR and launched the Varsity Brands Ownership Program—a milestone that empowers every member of our team to share in the company’s success like never before. It’s a momentous step that underscores our belief in shared ownership and working together to shape Varsity Brands’ future.
We also celebrated two incredible anniversaries: Varsity Spirit’s 50-year legacy of empowering athletes and the 10th anniversary of our IMPACT program, which continues to demonstrate our power and growth as a company.
Championing Girls in Sports
In team sports, we launched bold new initiatives to inspire the next generation. The debut of SURGE, with Olympian Allison Schmitt serving as our honorary Chief Empowerment Officer, is already making waves. This groundbreaking program has impacted over 360,000 girl athletes across all 50 states, helping to drive confidence, empowerment and opportunity for female athletes nationwide.
Setting New Standards in Safety & Security
Safety is central to our mission, and we set a new benchmark this year. Varsity Spirit earned accreditation from the nation’s leading authority on abuse prevention, a critical step forward in helping ensure the safety and well-being of our camp and competition participants. We also hired our first Chief Security Officer to lead the charge in further evolving and strengthening our safety and security standards.
Giving Back and Taking Care of Each Other
This year, we deepened our commitment to giving back and making an impact beyond the business with:
- $900,000 raised for St. Jude Children’s Hospital in 2024, pushing our total support to over $14 million. That’s a testament to the compassion that defines Varsity Brands.
- The launch of the Employee Relief Fund, a program designed to support our teammates in times of need. It’s a powerful reflection of our commitment to building a culture of care and resilience.
New Products, New Partnerships
Innovation remained at the heart of our work this year. We introduced Varsity Beauty, an exciting addition to our product line that meets the evolving needs of cheerleaders and dancers. We also strengthened relationships with iconic partners, renewing our collaboration with adidas and growing our partnership with lululemon. These partnerships reflect our commitment to delivering best-in-class solutions and products that empower teams to look, feel and perform their best.
At the same time, our Yearbook customers earned remarkable recognition for their creativity and excellence, bringing home:
- 19 Crown Awards
- 25 Pacemaker Finalists
- Four prestigious NSPA Best of Show Awards
These achievements showcase the power of storytelling and the role we play in preserving the memories that matter most.
Looking Ahead
The accomplishments of 2024 go far beyond numbers or awards. They reflect the collective effort, passion and belief of an extraordinary team that truly lives our mission every day. Whether it’s empowering young people, supporting educators or strengthening communities, the impact is real – and it’s meaningful.
As we head into 2025, we remain dedicated to driving innovation, building strong partnerships and redefining what’s possible across sport and spirit.
Join us as we continue to lead the way, In the Game for Good. Follow Varsity Brands, partner with us and be a part of shaping an even brighter future together.
Here’s to an extraordinary 2025!
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