Varsity Spirit Expands Partnership with PIVOT Agency

June 30, 2026

What started with a groundbreaking new league has grown into something bigger.

When Varsity Spirit's Pro Cheer League partnered with PIVOT Agency in 2025 as its Official Commercial Agency of Record, the goal was simple: help build a professional platform for cheer athletes and connect innovative brands with one of the most passionate fan communities in sports. The inaugural season delivered on that promise — five cities, 1.6 million viewers on ION Television, and a Dallas Drive championship that proved the Pro Cheer League was here to stay.

Now, Varsity Spirit has expanded that relationship, naming PIVOT as Agency of Record for its full corporate sponsorship sales and strategy portfolio.

The expanded agreement moves well beyond the Pro Cheer League, encompassing Varsity Spirit's marquee championship events including the UCA and UDA College National Championship, the National School Spirit Championships, and the NCA All-Star National Championship. PIVOT will lead corporate partnership sales, sponsorship strategy, and fan engagement across Varsity Spirit's championship events, media platforms, experiential opportunities, and school-based programs.

The opportunity is significant. Varsity Spirit reaches more than 3 million athletes and spectators annually through its cheerleading camps and competitions alone, representing one of the largest and most passionate youth sports audiences in the country. For brands looking to connect authentically with highly engaged school, youth, and family audiences, the platform is unlike anything else in sports.

"Varsity Spirit represents one of the most influential and engaged communities in sports today," said Patrick Cassidy, Executive Vice President of Property Sales at PIVOT. "Brands have the ability to connect authentically with one of the largest and most passionate youth sports audiences in the U.S."

PIVOT's expanded role with Varsity Spirit reflects the agency's growing footprint across sports, entertainment, and lifestyle properties — and its commitment to building partnerships that go beyond a logo placement and deliver real, measurable impact.