Paramount Bets on Pro Cheerleading to Win New Generation of Sports Fans

Paramount is acquiring global distribution rights for the new Pro Cheer League, a professional venture from industry leader Varsity Spirit. The deal is the latest move to diversify its live sports content for streaming, adding a niche sport to a portfolio that includes major players like the UFC.

• Ready, okay!: The league will launch in early 2026 with teams from Atlanta, Dallas, Miami, and San Diego. During its inaugural season, teams will compete in bracket-style tournaments featuring rounds of high-flying stunts and tumbling, culminating in a final performance focused on creative choreography and showmanship.

• Beyond the blockbusters: For Paramount, the deal represents a low-risk move to connect with a younger, highly engaged audience. The company is deploying its global sales arm—the same division responsible for its blockbuster movie and TV franchises—to sell the league's rights to broadcasters and streamers globally.

• More than a sport: Executives frame the league as a new professional path for elite athletes. "The Pro Cheer League gives these athletes a chance to keep doing what they love at the highest level," said Varsity Spirit President Bill Seely, while Paramount's Larry Wasserman noted that competitive cheer has "truly become part of the global cultural conversation."

As major streaming services become saturated with mainstream sports, this deal highlights a growing strategy to capture dedicated fanbases in less conventional arenas. Meanwhile, other sports are also rethinking their formats, with NASCAR reportedly considering new ideas for its championship structure.