European Wax Center Becomes Official Wax Partner for Pro Cheer’s Five-Event Inaugural Season
European Wax Center has been named the Official Wax Partner of the Pro Cheer League’s inaugural season, featuring branding at four co-ed teams, five national events and digital fan activations culminating in a March 27 championship in Nashville. The franchisor’s 1,000+ centers generated $951 million in sales during fiscal 2024.
1. Partnership Details
European Wax Center has been named the Official Wax Partner for the Pro Cheer League’s inaugural season, securing brand placement across league events, digital platforms and fan activations. The sponsorship includes on-site displays, branded athlete gear and digital content featured at each match.
2. Pro Cheer League Overview
The inaugural Pro Cheer League season features four co-ed teams—Atlanta Air, Dallas Drive, Golden State Grit and Miami Metal—competing in five national events between January and March 2026. Matches are broadcast live, culminating in the championship match on March 27 in Nashville, with the next event scheduled in Anaheim on March 13.
3. European Wax Center Network and Performance
European Wax Center operates over 1,000 franchised and corporate locations in 44 states, performing more than 23 million waxing services and generating $951 million in sales during fiscal 2024. The company’s Comfort Wax® formulation and proprietary retail products underpin its focus on guest confidence and empowerment.
4. Strategic Implications
By partnering with a professional sports league, European Wax Center aims to amplify brand visibility among fans and athletes, reinforcing its confidence-driven marketing strategy. This collaboration leverages live event engagement to build consumer loyalty and attract new guests to its service network.