Cheerleading Mogul’s Death Draws Renewed Attention to Varsity Spirit Litigation

Photo: Jeff Webb by Gage Skidmore; via Wikipedia.

Jeff Webb, the entrepreneur widely credited with transforming cheerleading into a global business, has died at age 76 following complications from a head injury sustained during a pickleball accident, Inc. Magazine reported.

According to an email obtained by Cheer Daily, Webb was hospitalized after a fall and later taken off life support by his family.

From Sidelines to a Multi Billion Dollar Industry

Long before cheerleading was viewed as a competitive sport, Webb played a central role in shaping its modern identity. He founded what would become Varsity Spirit in 1974, building it into a dominant force under the broader Varsity Brands umbrella.

Initially focused on uniforms and equipment, the company expanded into competitions, camps, and training programs. Over time, it became deeply embedded in nearly every aspect of organized cheerleading.

“Jeff played a pivotal role in shaping cheerleading as it exists today and in building a community that has impacted generations of athletes, coaches, and teams. In recent years, his contributions helped grow the sport both in the United States and globally, “ said a Varsity Spirits spokesperson.

Webb’s influence began early. After joining his high school cheer team as a senior, he shifted away from a planned legal career and instead took a leadership role with the National Cheerleaders Association. Following a split with cheerleading innovator Lawrence Herkimer, Webb launched the Universal Cheerleaders Association, which later evolved into Varsity Spirit.

By the early 1990s, the company had gone public and helped redefine cheerleading as a high energy athletic pursuit.

A Powerful Business Model and Legal Scrutiny

At its peak, Varsity reportedly generated $2.5 billion in annual revenue. In 2014, the company was acquired by a private equity firm for $1.5 billion. Webb exited the business in 2020.

In the years since, Varsity and the United States All Star Federation have faced multiple antitrust lawsuits. These cases allege that the organizations created a tightly controlled ecosystem that limited competition and increased costs for families involved in cheerleading. Some of those lawsuits have been settled privately, while others have been dismissed.

Alongside antitrust litigation, Varsity’s influence over the cheerleading world has also come under scrutiny in separate legal matters involving allegations of sexual abuse within the sport. These cases have raised broader questions about oversight, accountability, and athlete safety in an industry built around centralized control.

Life After Varsity

Following his departure from the company, Webb focused on the International Cheer Union, a global governing body he founded in 2004 and headquartered in Memphis.

He was also known for philanthropic efforts supporting youth programs and health initiatives in the Memphis area.

Outside of cheerleading, Webb became active in conservative media. He mentored Turning Point USA founder Charlie Kirk and was involved with publications including Human Events and The Post Millennial. His passing prompted tributes from several figures in that space.

Pursuit of Olympic Recognition

In his later years, Webb pushed for cheerleading to gain recognition on the international stage. In 2016, the International Olympic Committee granted the sport provisional recognition, a milestone he described as “the culmination of my life’s work.”

His legacy remains closely tied to the rise of cheerleading from a sideline activity to a global industry. At the same time, ongoing litigation involving Varsity continues to shape how that legacy is viewed today.