Jeff Webb: The Cheerleading Empire Builder and His Complex Legacy
Jeff Webb, the entrepreneur who revolutionized the world of cheerleading and built the powerhouse Varsity Spirit, has passed away at the age of 76 following an accident. His death was confirmed by Varsity Spirit, the company he founded in 1974 as the Universal Cheerleading Association.
According to Cheer Daily, Bill Seely, Webb’s protégé and Varsity Spirit president, informed employees via email that Webb was removed from life support two weeks after sustaining a head injury during a pickleball game. A spokesperson for Varsity Spirit did not respond to requests for comment. The company announced his passing on social media, but refrained from detailing the cause of death. A representative for Webb also did not respond to inquiries. The International Cheer Union (ICU), which Webb founded and led, shared on Instagram that he died “following complications after an accident.”
A Cheerleading Revolution
News of Webb’s death reverberated throughout the cheerleading community he profoundly shaped. A former cheerleader himself at the University of Oklahoma, Webb transformed Varsity Spirit from a small training business into a multi-billion-dollar enterprise. This growth was fueled by strategic expansion and acquisitions, earning him both praise and criticism.
While celebrated for creating opportunities for countless athletes, Varsity Spirit faced scrutiny regarding alleged monopolistic practices and concerns about prioritizing profits over the safety and well-being of young competitors. These concerns are explored in detail in reports by organizations like the New York Times Magazine.
From Varsity Spirit to Private Equity
In 2011, Webb sold Varsity Spirit to Herff Jones, a school awards and regalia supplier, becoming CEO and president of the combined entity, later rebranded as Varsity Brands. The company continued its expansion, acquiring BSN Sports in 2013. A significant turning point came in 2014 when Charlesbank Capital Partners acquired Varsity for $1.5 billion. Webb reportedly received $34.8 million from the sale and assumed the role of chairman of Varsity Spirit’s cheerleading division.
Over the next decade, Varsity Spirit changed hands multiple times, becoming a target for private equity firms. Bain Capital purchased it in 2018 for $2.5 billion, and KKR acquired it in 2024 for $4.75 billion (including debt). Webb profited significantly from these transactions, though he later acknowledged the drawbacks of partnering with institutional capital, stating, “Once you are on that treadmill, it’s almost impossible to go back.”
Controversies and a Pursuit of Olympic Recognition
Webb severed ties with Varsity Spirit in December 2020 amid mounting legal challenges related to alleged antitrust violations and a surge of sexual abuse allegations within cheerleading. He announced his departure on Twitter, stating, “I’m leaving Varsity Spirit, but I’m not leaving cheerleading.”
He remained dedicated to his long-held ambition of having cheerleading recognized as an Olympic sport, pursuing this goal through the International Cheer Union (ICU). This effort achieved a milestone in July 2021 when the International Olympic Committee granted cheerleading provisional recognition, followed by the U.S. Olympic & Paralympic Committee’s recognition of USA Cheer in 2023.
A Foray into Politics
Beyond cheerleading, Webb ventured into the political arena, becoming co-publisher and chairman of the conservative media outlet Human Events and authoring American Restoration: How to Unshackle the Great Middle Class, a book that fueled speculation about a potential political career. He expressed interest in running for a U.S. Senate seat or the governorship of Tennessee.
Ironically, Webb criticized corporate monopolies while simultaneously being accused of building Varsity Spirit into one. He was a co-defendant in the class action antitrust case, Jones v. Bain, alleging Varsity violated federal antitrust law. He defended his company, stating, “Has Varsity made mistakes? Of course. This was a company that started from zero.”
Legal Settlements and a Documentary
Varsity and Bain ultimately settled the Jones case for $82.5 million in 2024, following a separate settlement for $43.5 million. The company also faced and settled numerous lawsuits alleging sexual abuse of cheerleaders by coaches affiliated with Varsity-sponsored programs. These legal battles cast a shadow over the company but did not impede its latest acquisition.
Webb consistently defended his legacy, even participating in a two-hour interview with The New York Times Magazine examining Varsity’s controversies. A documentary about Webb’s life, produced by September Club, was announced in March 2025, reportedly with his full cooperation. The documentary’s current status remains unclear.
Jeff Webb was twice divorced and is survived by two children from his second marriage.
