Cheerleaders from both Clemson and Alabama will not only be representing their universities during Monday night’s championship football game, they will also be showcasing Varsity Brands which trains and supplies both squads, said the company’s CEO Jeff Webb. 'The cheerleading part of it is central to what we do and it’s at the heart of this whole school spirit concept,' said Webb. Webb conceived of the company in 1974 while he was a yell leader at the University of Oklahoma. After decades of growth, Varsity Brands has evolved into three business units - Herff Jones, Varsity Spirit and BSN Sports - with Varsity Spirit generating revenues of $350 million and employing over 850 employees. Webb said the company, which was acquired by private equity player Charlesbank Capital Partners in 2014, has combined sales in excess of $1.2 billion. Alongside the significant uniform business, Webb said there are 300,000 participants at the cheerleader summer training camps run by Varsity.