Pro Cheer League Announces New Sponsor, European Wax Center, to Champion Athlete Confidence and Empowerment

Rhea-AI Summary

European Wax Center (NASDAQ: EWCZ) is the Official Wax Partner of the Pro Cheer League's inaugural season, supporting athlete confidence and fan activations across league events and digital platforms. The partnership launches during the league's first season, which culminates with a championship match in Nashville on March 27, 2026.

European Wax Center operates more than 1,000 centers in 44 states, performs over 23 million services per year and reported $951 million in sales for fiscal 2024.

Positive

• Network of more than 1,000 centers across 44 states
• $951 million in sales reported for fiscal 2024
• Performs over 23 million services per year, indicating broad consumer reach
• Partnership provides national visibility via live ION broadcasts and in‑event activations

Negative

• None.

News Market Reaction – EWCZ

-0.52%

-0.52% Session close to close

In the Mar 11 session, EWCZ declined 0.52%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Market Context

This announcement highlights a new sponsorship between European Wax Center and the Pro Cheer League,...

Analysis

This announcement highlights a new sponsorship between European Wax Center and the Pro Cheer League, extending the brand into a professional cheer platform. It reinforces the company’s focus on confidence and personal care while leveraging a league season built around five national events and four co‑ed teams. Investors may contextualize this alongside the network’s more than 1,000 centers, 23 million annual services, and prior fiscal 2024 sales of $951 million when assessing strategic reach.

Key Figures

Annual services: 23 million services per year Network size: more than 1,000 centers States covered: 44 states +5 more

8 metrics

Annual services 23 million services per year European Wax Center locations in the United States

Network size more than 1,000 centers European Wax Center network across the U.S.

States covered 44 states European Wax Center operating footprint

Network sales $951 million European Wax Center network sales in fiscal 2024

Athlete age 18+ Elite cheer athletes’ age range in Pro Cheer League

Pro Cheer teams four co-ed teams Atlanta Air, Dallas Drive, Golden State Grit, Miami Metal

League events five national events Inaugural Pro Cheer League season schedule

Championship date March 27, 2026 Pro Cheer League championship match in Nashville

Historical Context

5 past events · Latest: Mar 04 (Negative)

Pattern 5 events

Date	Event	Sentiment	24h Move	Catalyst
Mar 04	FY25 earnings	Negative	-0.2%	Fiscal 2025 results showed declines in revenue, net income and EBITDA metrics.
Mar 02	Product launch	Positive	+0.0%	Launch of Spongellé for EWC SLOW Aloe Body Buffer for at‑home use.
Feb 24	Shareholder review	Neutral	+0.2%	Headline questioning whether EWCZ and peers obtained fair deals for shareholders.
Feb 23	Earnings date set	Neutral	+0.2%	Announcement of March 4, 2026 earnings release and reference to go‑private deal.
Feb 18	Shareholder review	Neutral	+0.0%	Another fairness‑focused headline regarding deals for EWCZ and other companies.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Pattern Detected

Recent news, including earnings, product launches and go‑private developments, has produced small, generally aligned price reactions.

Recent Company History

Over recent months, European Wax Center reported fiscal 2025 results showing softer trends in system-wide sales and revenue, while confirming an agreement to be taken private by General Atlantic. Earnings and related SEC filings highlighted modest declines in net income and Adjusted EBITDA, but also share repurchases and strong cash levels. Alongside this, the company released product news, such as the SLOW Aloe Body Buffer. Price reactions to these items have been muted, with all tracked moves within about one percentage point, indicating limited trading volatility around news.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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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.

View original content to download multimedia:https://www.prnewswire.com/news-releases/pro-cheer-league-announces-new-sponsor-european-wax-center-to-champion-athlete-confidence-and-empowerment-302710467.html

SOURCE Varsity Spirit

FAQ

What does the European Wax Center sponsorship mean for EWCZ stock and brand exposure?

The sponsorship increases national brand exposure for EWCZ through televised matches and events. According to European Wax Center, the partnership features in‑arena activations, digital platforms, and fan engagement to boost visibility during the Pro Cheer League inaugural season.

How large is European Wax Center's footprint reported by the company (EWCZ)?

European Wax Center operates over 1,000 centers in 44 states, per company disclosure. According to European Wax Center, that network delivered more than 23 million services annually, underscoring scale for consumer marketing reach.

When will the Pro Cheer League championship occur and where can fans watch the matches?

The Pro Cheer League championship is scheduled in Nashville on March 27, 2026. According to the league, all matches are available live on ION, with the next match in Anaheim on March 13, 2026 at 8 p.m. ET.

What financial metrics did European Wax Center report that investors should note (EWCZ)?

European Wax Center reported $951 million in sales for fiscal 2024, according to the company. That sales figure accompanies the network size and service volume, offering investors context on scale and consumer demand.

How will the European Wax Center partnership be activated across Pro Cheer League events?

European Wax Center will appear as the Official Wax Partner at league events, digital platforms, and fan activations. According to the company, activations aim to promote confidence and athlete engagement across matches during the inaugural season.