Varsity Brands has announced a new five-year, $10 million fundraising initiative to benefit St. Jude Children’s Research Hospital, marking a significant expansion of a partnership that began in 2011. The announcement was made official at a ribbon-cutting ceremony in Memphis on May 9, unveiling the newly named Varsity Brands Play Deck—a 19,985-square-foot outdoor space located at The Domino’s Village, St. Jude’s newest patient housing facility.
The Varsity Brands Play Deck is the first space at St. Jude to carry the company’s name and is designed to support the hospital’s mission of helping children fighting cancer and other life-threatening diseases. The play area includes a jungle gym, cheer cone-shaped bongos, hopscotch courts, picnic areas, a basketball half court, outdoor grills, and an LED movie screen—providing patients and families with a welcoming environment to stay active and connect.
“The Varsity Brands Play Deck provides St. Jude Children’s Research Hospital patients and families a space to be active, make friends and share memories,” said Adam Blumenfeld, CEO of Varsity Brands. “This moment is possible because of the continued support of our employees and customers who have helped raise more than $14 million to ensure families never receive a bill from St. Jude for treatment, travel, housing or food.”
“Team Up for St. Jude Spirited by Varsity” was first introduced by Memphis-based Varsity Spirit in 2011. The program encourages youth-led philanthropic activities, including letter writing campaigns at summer camps and in-game fundraising efforts. Since its inception, Varsity Brands—through its divisions BSN SPORTS and Varsity Spirit—has raised more than $14 million to support St. Jude’s mission: Finding cures. Saving children.®
“This incredible $10 million commitment from our friends at Varsity Brands is possible because thousands of selfless supporters choose to come together for a common goal,” said Ike Anand, interim CEO of ALSAC, the fundraising and awareness organization for St. Jude. “This commitment will help make it possible for St. Jude to keep accelerating progress and give more kids a chance to celebrate every moment.”
Varsity Brands also plays a visible role in major St. Jude events. In 2024, Bill Seely, CEO of Varsity Spirit, served as the inaugural Corporate Event Chair for the St. Jude Memphis Marathon Weekend—the hospital’s largest single-day fundraiser. The company also participates in the St. Jude Walk and hosts employee giving campaigns year-round.
The $10 million pledge will support ongoing care, housing, research, and travel costs for St. Jude patients. The hospital does not bill families for treatment or associated expenses, making donor support critical to operations.
Donations on behalf of Varsity Brands can be made at StJude.org/Varsity.
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