What Varsity Brands does

Varsity Brands is a private, KKR-owned youth sports and school engagement platform operating two core divisions: BSN SPORTS, the largest direct distributor of team athletic uniforms, apparel, footwear, equipment, and facility branding in North America, serving 150,000+ institutional customers through a 1,300+ person dedicated sales force plus e-commerce storefronts (bsnsports.com, Soccer.com, WorldSoccerShop, Lax.com); and Varsity Spirit, the global leader in cheerleading, dance, performing arts competitions, uniforms, training camps, and yearbooks, hosting 600+ annual championship events and engaging 350,000+ young people in camps and clinics.

The company generates revenue through a diversified mix: one-time equipment and uniform sales (BSN SPORTS and Varsity Spirit apparel), transaction fees from competition event registrations and broadcast rights (Varsity TV, ESPN), professional services for camps/clinics and school branding (VIP Branding, IMPACT Program, eDesign yearbook software), and emerging consumer product revenue (Varsity Beauty). Go-to-market combines a high-touch direct sales force targeting athletic directors and coaches with proprietary digital platforms for ordering, broadcasting, yearbook creation (eDesign), and print-on-demand fanwear (Sideline Stores). Customer contracts are predominantly multi-year and quote-based, with no publicly disclosed pricing tiers.

Founded in 1972 (BSN SPORTS) and 1974 (Varsity Spirit) and unified under Varsity Brands in 2013, the company has undergone four private equity ownership changes — OnCap ($184M, 2010), Charlesbank ($1.5B, 2014), Bain Capital ($2.5B, 2018), and KKR ($4.75B, 2024) — and has completed approximately 175 acquisitions. CEO Adam Blumenfeld has led the company across all ownership transitions. The company reports approximately $2.7-3 billion in annual revenue, $400 million in EBITDA, and serves roughly 55 million youth athletes annually, with stated plans for an initial public offering.

Name

Varsity Brands

Legal name

Varsity Brands, Inc.

Website

https://varsitybrands.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Varsity Brands is a KKR-owned youth sports platform operating BSN SPORTS (team athletic gear distribution to 150,000+ institutional customers) and Varsity Spirit (cheerleading, dance, and performing arts competitions, apparel, and camps), serving approximately 55 million youth athletes annually with $2.7-3 billion in revenue.

Ownership category

akta.pro rank

Product category

Youth Sports Apparel and Equipment

NAICS

Sporting Goods Retailers (45911), Spectator Sports (71121), Sports and Recreation Instruction (61162), Sporting Goods Retailers (459110)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Team Sports Equipment & Uniforms Retail (CRAMABAE)

akta.pro secondary industries

Team & School Athletic Uniforms Retail (CRAMACAJ), Team Sports & On-Field Performance Apparel (CRAAAEAE), Club Sports Programs (EDALAIAB), University/College Club Sports Programs (MPAKACAK)

Keywords

• Team sports uniforms
• Athletic equipment distribution
• Cheerleading competitions
• School branding services
• Youth sports apparel

Headquarters

HQ city

Memphis

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. BSN SPORTS - Athletic Equipment and Uniforms: BSN SPORTS generates revenue through the sale of customized uniforms, apparel, footwear, fanwear, equipment, and facility branding to schools, colleges, and recreational programs. The division serves over 150,000 customers through direct sales and e-commerce.
2. Varsity Spirit - Competitions and Events: Varsity Spirit hosts over 600 regional, state, and national competitions annually, generating revenue through event registration fees, broadcast rights (ESPN, Varsity TV), and spectator attendance.
3. Varsity Spirit - Camps and Training: Varsity Spirit operates as the largest cheerleading camp operator in the world, engaging over 350,000 young people annually in camps and clinics. Revenue comes from participant fees for training programs.
4. Varsity Spirit - Apparel and Uniforms: Sale of cheerleading, dance, and performing arts uniforms, footwear, and accessories through sales representatives and e-commerce. Includes Varsity Band Wear and Stanbury uniform brands.
5. VIP Branding Services: School branding services including mascot creation, wordmark design, brand guides, and brand locker access for schools and districts.
6. Varsity Beauty Partnership: Beauty collection including makeup, skincare, fragrance, and haircare products created in partnership with Batallure Beauty, available for purchase since Spring 2024.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Varsity Brands operates through two primary divisions—BSN SPORTS, which provides customized team uniforms, apparel, equipment, fanwear, and facility branding to schools, colleges, and recreational programs—and Varsity Spirit, which delivers cheerleading, dance, and performing arts uniforms, competitions, camps, yearbooks, and training services. The company also runs complementary services including school branding (VIP Branding), campus construction (BSN Construction), custom fanwear stores (Sideline Stores), and a streaming/broadcasting platform (Varsity TV) supporting its event ecosystem.

Product overview

Varsity Brands is a tech-enabled services company operating through two primary divisions: BSN SPORTS and Varsity Spirit. BSN SPORTS serves as the #1 provider of team sports uniforms, apparel, and equipment for schools, colleges, and recreational programs, while Varsity Spirit is the global leader in cheerleading, dance, and performing arts competitions, apparel, and training. The company has expanded through acquisitions including Sports Endeavors (Soccer.com, WorldSoccerShop, Lax.com) and offers complementary services including VIP Branding for school mascots, Varsity Yearbook, Varsity Beauty, IMPACT school partnerships, and the Believe In You mental health program. Additional offerings include camp programs (350,000+ participants annually), 600+ annual competitions, BSN Construction for campus branding, Sideline Stores for fan merchandise, and Varsity TV streaming platform.

Differentiator

Problem solved

Functional benefit

Brands

• Varsity Band Wear: Band uniforms and performance wear
• Stanbury (uniforms)
• Victory Uniforms
• Club Direct
• Sideline Stores
• Varsity Beauty
• Soccer.com
• WorldSoccerShop
• 431 Sports
• INARIA
• Soccer Master

Products and services

• BSN SPORTS Team athletic gear and equipment division serving as the #1 provider of customized uniforms, apparel, footwear, fanwear, equipment, and facility branding for over 150,000 institutional customers including colleges, universities, K-12 schools, and recreational programs, distributed through a network of 1,300+ dedicated sales professionals.
• Varsity Spirit Spirit division that is the global leader in cheerleading, dance, performing arts competitions, apparel, uniforms, training camps, and yearbook programs, serving more than a million athletes each year through uniform innovation and educational camps, clinics, and competitions since 1974.
• Sports Endeavors Club soccer e-commerce platform and uniform/equipment provider with brands including Soccer.com, WorldSoccerShop, 431 Sports, INARIA, and Soccer Master; recognized for expertise in gear, retail, and customer support for club soccer since 1984.
• Lax.com Largest e-commerce and team dealer business dedicated exclusively to lacrosse, providing uniforms, spirit wear, and equipment for lacrosse players, coaches, teams, and fans since 1999.
• Victory Uniforms BSN SPORTS' proprietary sublimated uniform line offering personalized styling and high-quality designs that allow athletes to feel like champions on game day.
• Varsity Beauty Beauty collection created in partnership with Batallure Beauty, including makeup, skincare, fragrance, and haircare products inspired by and designed for the needs of spirit athletes, available since Spring 2024.
• Varsity Band Wear Innovative band wear designed for performing arts participants, crafted by Stanbury as part of Varsity Spirit's uniform offerings.
• Varsity Yearbook Yearbook program offering unparalleled adviser support with curriculum and production tools through proprietary industry-leading page creation software (eDesign), preserving memories, friendships, and experiences of the academic year.
• Varsity Camps Cheerleading, dance, and band camps and clinics engaging more than 350,000 young people annually, offering diverse camp types suitable for all skill levels as the largest camp operator in the world.
• Varsity Competitions More than 600 regional, state, and national championship events held annually for school and all-star performers in cheer, dance, and band, hosted at venues including Walt Disney World Resort, Disneyland Resort, and major convention centers.
• Varsity University Educational platform delivering comprehensive programs to schools and athletic programs globally through specialized online courses and in-person seminars, equipping educators, coaches, and gym owners with tools to enrich student experience.
• VIP Branding School branding and mascot creation service backed by 15+ years of experience, creating bold, memorable mascots and logos for schools, districts, and clubs nationwide through a collaborative process including mascot creation, wordmarks, brand guides, and brand lockers.
• BSN Construction BSN SPORTS Construction Team focused on helping customers through renovation, remodeling, expansion, and new school projects, working directly with decision-makers to develop functional spaces that bring school branding visions to life.
• Sideline Stores Custom-branded fanwear e-commerce stores offering access to hundreds of print-on-demand apparel and accessory products, providing a no-risk funding source for athletic departments, clubs, and other programs with cash back on purchases.
• BSN SPORTS Club Direct New BSN SPORTS division delivering dedicated speed, precision, and service to meet the evolving needs of the rapidly growing youth club sports industry, providing customized uniform and equipment solutions for club soccer and lacrosse teams.
• Varsity Special Events Performance opportunities for cheer or dance captains, All-Americans, or passionate performers to represent their school or gym at holiday parades or bowl halftime shows.

Quantifiable outcome

• Serving approximately 55 million youth athletes annually
• +3 more outcomes

Named customers5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Goldman SachscoreStrategic or Co-development Partner · 27 April 2026Goldman Sachs & Co. LLC acted as exclusive financial advisor for the acquisition of Sports Endeavors.
• Simpson Thacher & Bartlett LLPminorImplementation/ SI/ Consulting Partner · 27 April 2026Legal advisor for the acquisition of Sports Endeavors.
• Barnes & Thornburg LLPminorImplementation/ SI/ Consulting Partner · 27 April 2026Legal advisor for the Lax.com acquisition.
• DisneycoreStrategic or Co-development Partner · 1 January 2026Varsity Spirit hosts major championships at Walt Disney World Resort in Orlando, Florida, including the Summit Championship, Dance Summit Championship, and D2 Summit Championships. The partnership provides access to Disney's venue infrastructure and entertainment brand association.
• ESPNcoreStrategic or Co-development Partner · 1 January 2026Broadcasting partnership for Varsity Spirit championships. The 2026 Summit Championship and related events were broadcast live on Varsity TV with subsequent airing on ESPN starting May 28, 2026.
• Batallure BeautyminorStrategic or Co-development Partner · 1 January 2024Partnership to create Varsity Beauty collection, including makeup, skincare, fragrance, and haircare products designed for spirit athletes. Available for purchase since Spring 2024.
• St. Jude Children's Research HospitalcoreStrategic or Co-development Partner · 1 January 2011Philanthropic partnership since 2011 where Varsity Brands supports St. Jude through school fundraising programs including Game Day events and summer camp letter writing. Has raised more than $15 million to help ensure families never receive a bill from St. Jude.
• The CollectiveminorStrategic or Co-development PartnerA group of mental health organizations partnered with Varsity Brands to offer free resources addressing mental health challenges facing today's youth generation. Varsity Brands supports The Collective through the Believe In You program.
• adidascoreChannel Partner/ Reseller/ DistributorBSN SPORTS distributes adidas apparel and equipment as an authorized partner, offering customers access to the brand through the company's sales network and e-commerce platforms.
• NikecoreChannel Partner/ Reseller/ DistributorBSN SPORTS distributes Nike products as an authorized partner, providing customers access to Nike athletic gear and apparel through the company's nationwide sales network.
• Under ArmourcoreChannel Partner/ Reseller/ DistributorBSN SPORTS offers Under Armour brand products as an authorized distributor, providing access to the brand's athletic apparel and equipment through institutional sales channels.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• School Specialty: School Specialty is the largest direct distributor of supplies and equipment to K-12 schools in the U.S., overlapping directly with BSN SPORTS in the school-channel team athletic gear and physical education equipment categories. Both companies sell customized uniforms, equipment, and related supplies into the same institutional buyer base through dedicated sales forces.
• Gopher Sport: Gopher Sport is a leading direct distributor of physical education, sports, and fitness equipment to schools and recreation programs nationwide. It is a direct competitor to BSN SPORTS in the K-12 PE/athletic equipment category and shares the same institutional sales motion.
• Champro Sports: Champro Sports manufactures and distributes team athletic apparel, uniforms, and equipment across baseball, softball, basketball, football, and soccer. It is a direct competitor to BSN SPORTS in the team uniforms and institutional sporting goods category, particularly at the value tier.
• Augusta Sportswear: Augusta Sportswear is a manufacturer and distributor of team uniforms, athletic apparel, and accessories serving schools, leagues, and recreational programs. It competes directly with BSN SPORTS in the customized team apparel and uniform category.
• The JAM Brands (JAMZ, UCA): JAM Brands operates cheerleading and dance competitions, training camps, and apparel and is one of the principal direct competitors to Varsity Spirit's championship and camp business. It overlaps in event hosting, athlete registration fees, and cheerleading uniform/apparel sales.
• Boelter Brands: Boelter Brands is a decorator and distributor of branded merchandise, team apparel, and promotional products for sports, corporate, and event customers. It is comparable to BSN SPORTS in the customized team apparel and branded merchandise category, particularly for licensed sports programs.

Broad incumbents

• Riddell: Riddell is a leading U.S. football helmet and protective equipment manufacturer, distributed in significant part through BSN SPORTS' institutional channel. It is a broad incumbent in team sports equipment and a key brand partner rather than a direct channel competitor.
• Wilson Sporting Goods: Wilson is a global sporting goods manufacturer across football, basketball, baseball, volleyball, and more, sold in part through BSN SPORTS' institutional channel. As a major brand partner it is comparable as a supplier of team sports equipment carried by Varsity Brands' distribution arm.
• Rawlings: Rawlings is a leading manufacturer of baseball and softball equipment, uniforms, and protective gear, with material U.S. team-sports distribution through BSN SPORTS. It is a broad incumbent and brand partner rather than a direct channel competitor.
• Fanatics: Fanatics is the dominant licensed sports merchandise platform, operating e-commerce, team stores, and on-demand production across pro and collegiate leagues. It overlaps with BSN's Sideline Stores and licensed apparel business at the broader sports merchandise layer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/varsity-brands
• Facebookfacebook.com/varsitybrands
• Instagraminstagram.com/varsitybrands
• YouTubeyoutube.com/varsitytv
• Xx.com/varsitybrands

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries7 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Varsity Brands