6/8/2021
GameSquare Esports subsidiary Code Red scores U.S. Polo Assn. contract
CEO Justin Kenna said U.S. Polo Assn’s “sport-inspired roots are a tremendous fit” for the growing esports audience, which is “an affluent, young demographic” that ”values style and quality.”
GameSquare Esports Inc (CSE:GSQ) (FRA:29Q1) announced that its subsidiary Code Red Esports Limited has been awarded a contract to provide esports consultancy services to apparel brand U.S. Polo Assn., which belongs to the United States Polo Association (USPA).
Since 1890, the U.S. Polo Association has governed the sport of polo and its apparel brand sells clothes for men, women, and children, as well as accessories, footwear, travel, and home goods in 180 countries. It was recently ranked the fifth largest sports licensor in License Global magazine's 2020 list of ”Top 150 Global Licensors.” U.S. Polo Assn. is named alongside iconic sports brands like the National Football League, the National Basketball Association and Major League Baseball.
“We are proud to be working with an iconic, global brand like U.S. Polo Assn.,” GameSquare CEO Justin Kenna said in a statement. “Its sport-inspired roots are a tremendous fit for the large and growing gaming and esports audience, which is an affluent, young demographic that values authenticity, style, and quality.”
Kenna noted that over the past few years, U.S. Polo Assn. has “elevated” the global presence of its sport-inspired brand.
“It has aggressively enhanced its business model to be more digitally, and omnichannel-driven, while elevating the overall consumer experience,” added Kenna.
Meanwhile, Jose Nino, who is the VP of Global E-Commerce and Digital Strategy at USPA Global Licensing, the company that manages the U.S. Polo Assn. brand, pointed out that the U.S. Polo Assn’s global demographics and interests “align well with the esports and gaming audience.”
“We are excited to partner with the Code Red team and look forward to creating a strategy that complements our digital footprint expansion while supporting the exciting and emerging pastime of gaming,” added Nino.
GameSquare’s crown jewel acquisition so far is Code Red, an esports talent agency in the UK that provided GameSquare with an initial foothold in Europe. Code Red represents on-screen talent, players and influencers and works with brands to develop influencer campaigns and esports marketing strategies.