E.W. Scripps Co. Launches Pro Cheer League on ION with Varsity Spirit Partnership

Scripps Sports Partners with Varsity Spirit to Launch Pro Cheer League on ION

In a significant development for E.W. Scripps Co., Scripps Sports has signed an exclusive broadcast agreement with Varsity Spirit, a leading name in cheerleading and dance apparel. This partnership aims to bring the inaugural season of the Pro Cheer League to national television, airing on ION. Scheduled to run from January 16 to March 27, 2026, the league will feature live coverage of five exciting events, marking a historic moment for professional cheerleading in the United States. The deal aligns with Scripps Sports' strategy to diversify its sports programming and engage new audiences by spotlighting unique athletic endeavors.

The Pro Cheer League will showcase an array of teams, including Atlanta Air, Dallas Drive, Golden State Grit, and Miami Metal, each vying for championship glory. The league promises to deliver high-energy performances characterized by intricate stunts, synchronized choreography, and skill challenges that highlight the athletic prowess of the cheerleaders. Varsity Spirit President Bill Seely emphasizes the importance of this platform, expressing his eagerness to inspire a new generation of professional cheerleaders. By providing a national stage for these athletes, the league aims to elevate the visibility of cheerleading as a legitimate sport.

Brian Lawlor, president of Scripps Sports, shares Seely’s enthusiasm, noting that the addition of the Pro Cheer League enhances ION's expanding portfolio of professional sports. The inaugural season will kick off in Indianapolis, culminating in a championship match in Nashville, with a full match schedule available for fans. This initiative is supported by major industry players, including Paramount Global Content Distribution and Paramount Sports Entertainment, which strengthens the league's commitment to delivering engaging experiences for audiences. The Pro Cheer League is poised to captivate viewers and reshape the perception of cheerleading in the realm of professional sports.

In addition to the live match coverage, the partnership with Varsity Spirit also includes the production of unscripted content, further enriching the viewing experience. This strategy not only broadens the audience reach but also deepens engagement through storytelling that resonates with fans of all ages.

As E.W. Scripps Co. continues to innovate within the sports broadcasting landscape, this collaboration signifies a commitment to diversifying its content offerings while championing the talents of athletes in emerging sports. The Pro Cheer League represents a pivotal moment for professional cheerleading, promising to inspire and entertain audiences across the nation.