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

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.

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.

Argus Mar 11 session

-0.52% close to close Open Argus

Details

News Market Reaction – EWCZ

On Mar 11, the day this news came out, EWCZ closed 0.52% below the previous close.

Data tracked by StockTitan Argus for the Mar 11 session.

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

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

5 events

1. Mar 04

   FY25 earnings

   24h Move

   -0.2%

   Fiscal 2025 results showed declines in revenue, net income and EBITDA metrics.

2. Mar 02

   Product launch

   24h Move

   +0.0%

   Launch of Spongellé for EWC SLOW Aloe Body Buffer for at‑home use.

3. Feb 24

   Shareholder review

   24h Move

   +0.2%

   Headline questioning whether EWCZ and peers obtained fair deals for shareholders.

4. Feb 23

   Earnings date set

   24h Move

   +0.2%

   Announcement of March 4, 2026 earnings release and reference to go‑private deal.

5. Feb 18

   Shareholder review

   24h Move

   +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.

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

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

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.