05/19/2026
In the news: Varsity Brands Named in New Bill Targeting Private Equity in Youth Sports
Bill seeks to end 'vulture practices' in kids sports; can it work?
USA TODAY
Senators Chris Murphy and Rep. Chris Deluzio have introduced the “Let Kids Play Act,” a federal bill aimed at eliminating private‑equity “vulture practices” that inflate costs and restrict access in youth sports.
The legislation would ban such investors, force refunds of junk fees, cancel predatory contracts and create a fund to subsidize participation, targeting practices like mandatory hotel stays, streaming fees and data‑mining apps.
Introduced on May 13, the Bill targets private equity firms (large investment companies) in youth sports, including Varsity Brands, which was named. It would ban practices like requiring families to book specific hotels to compete, charging fees to watch your own child's game, long-term contracts, no refunds, collecting children's personal data for profit, and more.
Why it matters: Cheer families worldwide already feel these costs – competition fees, streaming fees, and travel requirements are built into the sport.
Varsity Brands controls a large share of the global cheerleading market, from competitions to scoring to streaming.
This Bill is a direct challenge to how that control is used.
What’s next: The Bill is in its early stages and faces a long path to becoming law, if it does at all.
Even if it doesn't pass, lawmakers say the Bill alone may raise more awareness about the industry.
In 2024, Varsity Brands was acquired by KKR, a global investment firm, for a reported $4.75 Billion, exactly the type of situation this Bill would address.
If interested in proactively following this issue, PM us and we’ll add you to our list that has organically formed 😃
Image via Sportico
Inside Cheerleading Magazine
Cheer Athletics
Cheer Theory
CheerCast
Top Gun All-Stars
NCA All-Star Nationals
Brandon Allstars
The California All-Stars
Cali Lady Bullets