Championing Hope: Varsity Brands’ Commitment to St. Jude Children’s Research Hospital

I'm thrilled to be a guest writer for the "Elevating Leadership" blog. As President of Varsity Spirit and a proud Memphian, I’ve had the honor of witnessing firsthand the incredible impact that partnerships and community engagement can have. Today, I want to share the inspiring story of our collaboration with St. Jude Children’s Research Hospital, an institution that holds a special place in my heart and in the heart of our city.

Since 2011, Varsity Brands has been proud to champion the incredible mission of St. Jude Children’s Research Hospital. We’ve raised more than $13 million to help St. Jude treat and defeat childhood cancer and other life-threatening diseases. What’s amazing about St. Jude is that families never get a bill for treatment, travel, housing, or food, so they can focus solely on their child’s health.

This mission hits especially close to home for us at Varsity Brands because three of our own team members have had children treated at St. Jude.

• Matt Pendleton, a Sales Manager in Bristol, TN for BSN SPORTS, and his wife Andrea, have walked the journey with their son, Hunter, who was diagnosed with a rare kidney cancer. Thankfully, Hunter is now in remission and continues to return to St. Jude for scans. He’s now a vibrant five-year-old, leading the way for others by helping raise funds and awareness for St. Jude.
• Varsity Spirit's SVP of Strategic Partnerships, Becky Gennings, has a daughter, Annie, now 31, who is a proud St. Jude survivor after being diagnosed with neuroblastoma at six months. Annie received an experimental treatment which has since saved thousands of children. Today, Annie continues to give back by returning to St. Jude regularly to participate in long-term follow-up studies that benefit other children.
• Tragically, Tracy and Brian Denton, a Regional Sales Manager with Varsity Spirit Fashion in Albuquerque, NM, lost their son, Austin, to a rare spinal cord tumor in 2019 after a courageous 16-year battle. Austin was treated at St. Jude from the age of two, and he pursued his dream of becoming a sports journalist until his final days. Their stories, and the countless others like them, fuel our commitment to support St. Jude’s lifesaving work.

Varsity Brands and St. Jude share a powerful mission: to inspire, empower, and provide hope to young people. At Varsity Brands, we are deeply committed to elevating student and athlete experiences through spirit, purpose, and pride. We know when students are engaged and empowered, they can achieve truly remarkable things.

Together, Varsity Brands and St. Jude are an unstoppable force for good. We tap into our vast network of students, schools, and communities to support St. Jude's lifesaving work. Through fundraising events, educational initiatives, and community engagement, we channel the energy and passion of young people to make a real difference. I am honored to be part of an organization that prioritizes giving back and making a difference in the lives of children and families who need it most.

One of our standout initiatives is Team Up for St. Jude Spirited by Varsity. This program rallies our employees, schools, and communities to come together to support St. Jude. With the help of our incredible community, we’ve developed fundraising activities that are not only fun but also inspire others to contribute to this important cause.

I also want to highlight St. Jude Game Day by Varsity Brands, a school fundraising program that unites communities through spirited challenges and sports. Whether it’s a football, basketball, or baseball game, students and supporters come together to raise funds and awareness for St. Jude. This program fosters an extraordinary sense of unity and purpose within schools and communities across the nation.

Another exciting part of our partnership is the Summer Camp Donation Letter-Writing Program. During Varsity Spirit camp sessions, athletes write heartfelt donation letters to share St. Jude’s mission and ask for support from family and friends. This hands-on approach to fundraising not only raises awareness about St. Jude’s lifesaving work but also empowers young athletes to take an active role in making a difference. This year, we built on the tradition of the spirit stick by introducing the St. Jude Spirit Stick at cheer camps with over 150 campers. This prestigious award is given to the team that brings the most completed donation letters. This friendly competition adds even more motivation to support St. Jude.

Each year, Varsity Spirit hosts Friday Night Live at CHEERSPORT, an event that has raised over $1,000,000 since 2015. This event showcases the incredible power of the Varsity All Star community in supporting St. Jude. Teams share their fundraising journey on social media to inspire others to join the cause and amplify their impact.

In addition to these efforts, Varsity Brands committed to raising $10 million over five years to name the outdoor play deck at The Domino’s Village, the newest patient housing facility on the St. Jude campus. This commitment underscores our dedication to improving the quality of life for patients and their families during their time at St. Jude.

This year, I am honored to serve as the first-ever Corporate Champion of the St. Jude Memphis Marathon Weekend. In this role, I’m engaging business leaders nationwide to become sponsors, start corporate fundraising teams, and bring in new donors to support St. Jude’s lifesaving mission. I encourage fellow business leaders, including our competitors, to create corporate fundraising teams leading up to race weekend.

If you’re inspired to join us in this life-saving mission, please contact us to learn how you can support St. Jude or Varsity Brands for this upcoming event. Together, we can make a profound impact and bring hope to countless children and families. Let’s rally together with unstoppable energy for the sake of every child who walks through the doors of St. Jude Children’s Research Hospital. Together we can help these children write their own success stories!