Varsity Brands, known for cheerleading, dance teams, and camps and competition, has reached an exclusive broadcast agreement for its Varsity Spirit unit with Scripps Sports.
The result is live coverage of the inaugural Pro Cheer League season through The E.W. Scripps Co.’s ION sports and entertainment network. Each match will begin at 8pm Eastern.
The multi-year agreement sees ION commit to airing all five live Pro Cheer League events during the 2026 season, which runs from January 16 to March 27, 2026.
The agreement was coordinated through Paramount Global Content Distribution, Paramount Sports Entertainment and Foundation Media Partners. Additional details, including on-air talent and other content, are forthcoming; financial terms are not being disclosed.
Scripps Sports President Brian Lawlor said, “We’ve been rapidly expanding our robust portfolio of professional sports and we’re thrilled to welcome the Pro Cheer League to ION. We look forward to showcasing these world-class athletes in a new professional sports league, combining the high-energy of cheerleading and engaging storytelling that will leave everyone wanting more.”
Varsity Spirit President Bill Seely added, “This agreement with Scripps Sports gives our athletes and fans the national stage they deserve from the moment our first season begins. We’ve watched this incredible sport grow at all levels for decades and ION will help introduce a national audience to these incredibly talented professional athletes who best embody the skill, energy, athleticism, and precision unique to cheer. Our goal is to not only grow our fanbase but inspire a whole new generation of athletes to turn pro and build a league and career that never before seemed possible.”
The Pro Cheer League includes the Atlanta Air, Dallas Drive, Golden State Grit, and Miami Metal, with each match featuring high-energy routines packed with stunts, tumbling, and synchronized choreography, as well as head-to-head skills challenges.
