Jeff Webb, founder of Varsity Spirit and a key architect of modern cheerleading, dies at 72

A Memphis-based entrepreneur who reshaped a national youth-sports ecosystem

Jeff Webb, the Memphis entrepreneur who founded Varsity Spirit and helped build one of the most influential companies in competitive cheerleading, has died. Webb’s death was reported on March 19, 2026. He was 72.

Webb’s career was closely tied to the transformation of cheerleading from a school activity into a year-round competitive sport with extensive event infrastructure, media distribution, training camps, and a major apparel and equipment supply chain. Over several decades, the business he started grew into Varsity Brands, a platform that came to include cheer and dance events, team services, and broader “school spirit” products and operations.

From camps to championships: how Webb built Varsity Spirit

Webb began his work in cheerleading as a young adult and launched the Universal Cheerleaders Association in 1974, initially centered on instructional camps. That effort expanded into nationally recognized competitions, including college and high school championship events that became prominent fixtures in the cheer calendar. Varsity Spirit ultimately became a dominant organizer in the competitive marketplace, combining event ownership, training pipelines, and branded production.

In the 2010s, Varsity Spirit became part of a broader corporate structure. Varsity Brands underwent major ownership and business changes, including a merger that created a wider portfolio across school-related products and services. Webb’s role evolved over time, and leadership of Varsity Spirit later transitioned to a new executive team.

Cheerleading governance and Olympic recognition efforts

Beyond the commercial side of the sport, Webb also played a prominent role in cheerleading’s organizational landscape. He was associated with the creation and development of several cheer-related governing and standards bodies, and he served as president of the International Cheer Union, an organization involved in international recognition efforts for cheerleading.

These governance initiatives paralleled a broader push within the cheer community to formalize rules, expand international participation, and advance the sport’s standing within global multi-sport structures.

Influence and scrutiny around market power

Webb’s legacy is closely linked to Varsity Spirit’s scale. The company’s reach—across competitions, camp systems, and uniform supply—made it a central force in the economics of cheerleading for schools, gyms, athletes, and families. That influence also drew scrutiny over market concentration and the relationship between event ownership and commercial activity in the sport.

In recent years, Varsity Brands and affiliated entities have faced litigation and public criticism tied to business practices in the cheerleading sector. Those disputes have contributed to ongoing debate within youth sports about competition, governance, and the cost structure borne by participants.

What comes next for the industry he helped shape

Webb’s death comes at a time when competitive cheerleading continues to grow in participation and media visibility, while also confronting questions about athlete safety, governance models, and affordability. The institutions and business structures Webb helped build remain deeply embedded in how the sport operates across the United States and internationally.

• Webb founded the Universal Cheerleaders Association in 1974, establishing a pathway from camps to major national competitions.
• Varsity Spirit grew into a centerpiece of Varsity Brands, spanning events, training, and team products.
• He also held leadership roles in international cheer governance through the International Cheer Union.

Webb’s impact on cheerleading spanned business, event production, and governance—areas that continue to shape the sport’s modern identity.