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Solving problems for the next generation through sport and spirit


Varsity Brands' traces its roots to 1972 when the founder of our sports division started selling tennis nets and kickballs from his pickup truck to local rec departments and clubs. Just two years later, the Universal Cheerleaders Association set out to elevate cheerleading through camps that combined high-level athleticism with traditional crowd-leading.

These early ventures laid the foundation for Varsity Brands' remarkable journey. Over the last five decades, guided by a deep understanding of our customers, strategic investments, and consistent reliability, we’ve evolved into a leading tech-enabled services company.

Our history

  • 1972

    BSN SPORTS is founded to serve countless coaches, teachers, administrators, parents, and mentors in their mission to help young athletes succeed on and off the field.

  • 1974

    Varsity Spirit is founded to create memorable and influential experiences for young people, empowering them to lead and make an impact on their whole community.

  • 2013

    Together, BSN SPORTS and Varsity Spirit unite to become Varsity Brands with the mission of elevating experiences for the youth of today and tomorrow through sport and spirit.

  • 2014

    Varsity Brands launches the IMPACT Program to provide schools with tailored solutions that enhance school pride, increase student engagement, and foster community spirit.

  • 1972

    BSN SPORTS is founded to serve countless coaches, teachers, administrators, parents, and mentors in their mission to help young athletes succeed on and off the field.

  • 1974

    Varsity Spirit is founded to create memorable and influential experiences for young people, empowering them to lead and make an impact on their whole community.

  • 2013

    Together, BSN SPORTS and Varsity Spirit unite to become Varsity Brands with the mission of elevating experiences for the youth of today and tomorrow through sport and spirit.

  • 2014

    Varsity Brands launches the IMPACT Program to provide schools with tailored solutions that enhance school pride, increase student engagement, and foster community spirit.

What we do

We support character and community building by partnering with schools and teams to elevate sport and spirit. Through our IMPACT program, we offer schools access to services focused on philanthropy, character education, and social and emotional learning, all aimed at elevating the student experience.

  • We transform schools

    VIP Branding reimagines a school's brand identity, look and mascot from design to application, revolutionizing school spirit on campus.

    VIP Branding
  • We empower students

    The Believe in You program fosters a proactive approach to mental health and cultivates student leadership with social and emotional learning tools and motivational speaking tours.

    Believe In You
  • We drive awareness

    The Collective, a group of mental health organizations, we offer free resources aimed at enhancing mental health and tackling the most significant issue facing this generation.

    The Collective
  • We foster empathy

    Our philanthropic program supporting St. Jude Children's Hospital connects students to their communities through school-wide fundraising and awareness activities.

    St. Jude Philanthropic Program
  • We transform schools

    VIP Branding reimagines a school's brand identity, look and mascot from design to application, revolutionizing school spirit on campus.

    VIP Branding
  • We empower students

    The Believe in You program fosters a proactive approach to mental health and cultivates student leadership with social and emotional learning tools and motivational speaking tours.

    Believe In You
  • We drive awareness

    The Collective, a group of mental health organizations, we offer free resources aimed at enhancing mental health and tackling the most significant issue facing this generation.

    The Collective
  • We foster empathy

    Our philanthropic program supporting St. Jude Children's Hospital connects students to their communities through school-wide fundraising and awareness activities.

    St. Jude Philanthropic Program

Our impact

The power of pride and spirit

Research validates our approach, demonstrating that students with a strong sense of pride and spirit not only have higher graduation rates but also contribute positively to their communities. We cater to the distinct needs of K-8, high school, and college students engaged in a variety of sports and activities, elevating their experiences and fostering a sense of identity and belonging.

Building FANDOM

We’re dedicated to elevating individual and community experiences by creating connectivity between fans and athletes, a concept we call FANDOM. This connective tissue transforms students into heroes of their communities, creating moments of joy and lifelong memories across cheering, dancing, band, sports, and more.

Why it matters