HOUSTON (January 6, 2025) – Houston will host the National Cheerleading Association’s (NCA) All-Star National Championship from February 27 through March 1, 2026, drawing an estimated 65,000 competitors and spectators to the George R. Brown Convention Center and Toyota Center.
This year’s event marks the first time the NCA All-Star National Championship, produced by NCA, a Varsity Spirit brand, has been held in Houston and the beginning of a three-year agreement for the city to host the prestigious competition. Houston First Corporation has contracted with NCA for 2026, 2027, and 2028 to hold the competition in the GRB Campus with an activation footprint that extends from the convention center into Discovery Green and Toyota Center.
“We are extremely pleased to be able to bring the NCA All-Star Championship to Houston,” said Michael Heckman, President and CEO of Houston First. “This is a high-impact event, with tens of thousands of attendees, that will activate our convention campus and bring business to more than 150 hotels. We’re excited to be able to showcase what Houston can do for a large-format competition like this.”
The economic impact of the NCA All-Star National Championship is estimated at $50 million. Over the course of the three-year commitment, the event is expected to generate $150 million in direct and indirect spending in Houston.
"As one of the largest all-star events in the country, NCA All-Star National Championship deserves a city that matches its scale and enthusiasm, and Houston was the clear choice," said Justin Carrier, Vice President of Event Operations and Experience for Varsity Spirit. "We are excited to continue creating extraordinary experiences for our athletes, families, and fans while supporting the city through meaningful economic impact over the next three years." Houston First and Varsity Spirit are working closely with partners and stakeholders across the campus, including Fertitta Entertainment, which operates Toyota Center, Discovery Green, law enforcement personnel and others to ensure a safe and seamless event.
About Houston First Corporation
Houston First Corporation (HFC) is a local government corporation and the destination marketing organization for the country's fourth largest city. In addition to serving as operator for the George R. Brown Convention Center and some of Houston's most prominent art, entertainment, and event venues, HFC is focused on promoting the city's vibrancy and rich tapestry of culture. By harnessing the city's collective energy, ambition, and creativity, including its diverse culinary scene, world-renowned performing arts, medical and space innovation, and elite filming locations, HFC is solidifying Houston as a premier national and global destination. For the latest news and info regarding HFC, visit www.houstonfirst.com
About Varsity Spirit
Memphis-based Varsity Spirit, the driving force behind cheerleading’s dynamic transformation into the high-energy, athletic activity it is today, is the leading global source for all things spirit, including cheerleading, dance team, performing arts and yearbook. A division of Varsity Brands, Varsity Spirit is a leader in uniform innovation, as well as educational camps, clinics and competitions, impacting more than a million athletes each year. Focused on safety, entertainment and traditional school leadership, Varsity Spirit’s employees have been dedicated to celebrating spirit through its brands since 1974. For more information about Varsity Spirit or Varsity Brands, please visit varsity.com or varsitybrands.com.
CONTACT:
Carolyn Campbell
Carolyn.campbell@houstonfirst.com
Jennie Bui-McCoy
jennie.bui-mccoy@houstonfirst.com
