Pro Cheer League Announces New Sponsor, European Wax Center, to Champion Athlete Confidence and Empowerment
MWN-AI** Summary
The Pro Cheer League (PCL), presented by Varsity Spirit and known as the first professional organization for elite cheer athletes over the age of 18, has made a significant announcement by partnering with European Wax Center (EWC) as its Official Wax Partner for its inaugural season. This collaboration aligns perfectly with both entities, as they share a common goal of promoting confidence and empowerment among athletes and fans alike.
Katie Mullen, Chief Commercial Officer of EWC, expressed enthusiasm about this partnership, emphasizing their commitment to creating vibrant environments that foster self-assurance. The PCL's mission, as articulated by Commissioner John Newby, focuses on nurturing both the athletic skill and confidence required for successful performances, making EWC a fitting partner in this journey. The PCL features four co-ed teams — Atlanta Air, Dallas Drive, Golden State Grit, and Miami Metal — competing across five national events, concluding with a championship match in Nashville on March 27, 2026.
The upcoming competitive events will be live-streamed on ION, with the next match scheduled for March 13 in Anaheim. As the league evolves, EWC will enhance the experience for athletes and fans through various league events, digital platforms, and fan activations.
Founded in 2004, European Wax Center has emerged as a leader in out-of-home waxing services, performing over 23 million services annually. With a strong network of over 1,000 locations across the United States, EWC aims to continue redefining the waxing industry with innovative products and a focus on care and guest satisfaction.
Together, the Pro Cheer League and European Wax Center are poised to elevate the standards of confidence and self-empowerment in professional cheerleading.
MWN-AI** Analysis
The announcement of the Pro Cheer League's partnership with European Wax Center (EWC) presents a unique investment opportunity, given the synergy between the brands and their focus on empowerment and confidence. As the Pro Cheer League (PCL) embarks on its inaugural season, the sponsorship deal brings EWC to a dedicated audience that prioritizes personal care and confidence—qualities that resonate well with both brands.
Investors should note several key factors that may influence EWC’s market performance. Firstly, the PCL, as the first professional cheer organization, is likely to gain traction and visibility, potentially increasing EWC's brand exposure significantly. With events streamed live on ION and physical attendance at venues across the country, EWC is set to reach an enthusiastic demographic that values self-care and grooming—a perfect market fit.
Moreover, EWC reported impressive sales of $951 million in fiscal 2024, indicative of strong operational foundations and consumer demand for its services. With the current trend of wellness and self-care being on the rise, the alliance with PCL could accelerate growth, attracting more clientele to EWC centers nationwide.
However, investors should also be aware of the competitive landscape. The beauty and personal care industry is saturated, and market dynamics can shift rapidly. Thus, keeping an eye on how EWC leverages this partnership to differentiate its offerings and enhance customer experiences will be crucial.
In conclusion, the PCL and EWC partnership represents a compelling narrative in the sports and beauty sectors. For investors focused on growth in consumer brands that align with lifestyle and wellness trends, European Wax Center is worth consideration. Balancing the excitement of this sponsorship with an awareness of market dynamics will serve investors well in navigating opportunities in this space.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
PR Newswire
MEMPHIS, Tenn., March 11, 2026 /PRNewswire/ -- The Pro Cheer League presented by Varsity Spirit — the first professional organization for elite cheer athletes ages 18+ — has signed European Wax Center as the Official Wax Partner of its inaugural season, featuring them at league events, digital platforms, and fan activations. This new sponsorship combines European Wax Center's long?standing focus on confidence, empowerment, and helping individuals feel their best with the Pro Cheer League's desire to help athletes, families, and cheer fans show up confident and ready for the spotlight.
"European Wax Center's values are rooted in taking bold steps to create strong and vibrant environments," said Katie Mullen, Chief Commercial Officer of European Wax Center. "That's why it's such a seamless fit for us to partner with the Pro Cheer League—an organization that champions those values and builds confidence among its competitors. As we help reveal confidence within our center doors, we're excited to be a part of bringing self-empowerment to the Pro Cheer League stages across the country."
The first season of the Pro Cheer League is already underway, featuring four co-ed teams of paid athletes — Atlanta Air, Dallas Drive, Golden State Grit, and Miami Metal — competing across five national events culminating with the championship match in Nashville on March 27, 2026. All matches are available live on ION, and they next compete in Anaheim on Friday, March 13, at 8 p.m. ET.
"Cheer at the professional level is not only about the skill and precision that comes from years of training and teamwork, but also the confidence to perform and execute," said Pro Cheer League Commissioner John Newby. "We're excited to welcome European Wax Center as a partner that shares our commitment to empowering athletes and elevating the fan experience as we continue to invest in the future of our sport and the Pro Cheer League."
PIVOT Agency serves as the official sponsorship sales partner of the Pro Cheer League and assisted with securing and building this agreement.
Media Contacts
Jerry Nasr, Jerry.Nasr@myewc.com
Brian Bianco, media@varsitybrands.com
About European Wax Center
European Wax Center, Inc. (NASDAQ: EWCZ) is the leading franchisor and operator of out-of-home waxing services in the United States. European Wax Center locations perform more than 23 million services per year, providing guests with an unparalleled, professional personal care experience administered by highly trained wax specialists within the privacy of clean, individual waxing suites. The Company continues to revolutionize the waxing industry with its innovative Comfort Wax® formulated with the highest quality ingredients to make waxing a more efficient and relatively painless experience, along with its collection of proprietary products to help enhance and extend waxing results. By leading with its values – We Care About Each Other, We Do the Right Thing, We Delight Our Guests, and We Have Fun While Being Awesome – the Company is proud to be Certified™ by Great Place to Work®. European Wax Center, Inc. was founded in 2004 and is headquartered in Plano, Texas. Its network, which includes more than 1,000 centers in 44 states, generated sales of $951 million in fiscal 2024. For more information, including how to receive your first wax free, please visit: https://waxcenter.com.
About The Pro Cheer League
The Pro Cheer League presented by Varsity Spirit is the world's first professional cheer league. Featuring paid elite-level cheer athletes at the top of their sport, the Pro Cheer League takes cheer skills to a professional stage. The season started on January 2026 and features teams in Atlanta, Dallas, Miami and San Diego that will compete in five matches across the country to determine the first-ever Pro Cheer League champion. Updates on team rosters, schedules and other league news can be found at procheerleague.com or by following @procheerleague on Instagram.
SOURCE Varsity Spirit
FAQ**
How might the partnership between the Pro Cheer League and European Wax Center Inc. EWCZ influence the league’s brand image and attract more fans?
Given the synergy between athlete empowerment and personal care, what specific initiatives will European Wax Center Inc. EWCZ implement during league events to enhance athlete confidence?
What opportunities does the sponsorship with European Wax Center Inc. EWCZ create for engagement with the league’s target demographic in terms of marketing and promotions?
How does European Wax Center Inc. EWCZ plan to leverage its presence at Pro Cheer League events to expand its clientele and enhance brand loyalty among attendees?
**MWN-AI FAQ is based on asking OpenAI questions about European Wax Center Inc. (NASDAQ: EWCZ).
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