GameSquare Esports has announced that its subsidiary Code Red Esports has been awarded a contract to provide esports consultancy services to U.S. Polo Assn., the official brand of the United States Polo Association (USPA).

“We are proud to be working with an iconic, global brand like U.S. Polo Assn. 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. Over the past few years, U.S. Polo Assn. has elevated the worldwide presence of its sport-inspired brand and has aggressively enhanced its business model to be more digitally, and omni-channel driven, while elevating the overall consumer experience,” Justin Kenna, CEO of GameSquare, said.

“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,” Jose Nino, VP of Global E-Commerce & Digital Strategy at USPA Global Licensing, said.

U.S. Polo Assn. offers apparel for men, women, and children, as well as accessories, footwear, travel, and home goods in 180 countries worldwide. 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 such iconic sports brands as the National Football League, the National Basketball Association, and Major League Baseball.