The Challenge
U.S. Polo Assn. is the official brand of the United States Polo Association (USPA), the nonprofit governing body for the sport of polo in the United States founded in 1890, making it one of the oldest sports governing bodies. With a global footprint of $1.7B and worldwide distribution in 180 countries through 1,100 retail stores, department stores, independent retailers and e-commerce. Deemed the 4th largest sports licensor and 36th overall in License Global magazine’s 2019 top 150 licensor list, U.S. Polo Assn. takes its place alongside the NFL, NBA and MLB. As the for-profit subsidiary and exclusive licensor for USPA’s intellectual properties, the USPAGL provides the sport with a long-term revenue source. What would be the next phase of evolution for USPA Global Licensing Inc. (USPAGL) to further enhance membership value, grow the sport, and increase the fan base on a worldwide level?
The Solution
The solution was to build a global sports and entertainment property. In early 2019, USPAGL launched the GAUNTLET OF POLO™, a new $1M prize money championship series. In late 2019, USPAGL launched Global Polo Entertainment (GPE), which also encompassed Global Polo Productions, an in-house production and content management division. In January 2020, GPE announced the launch of the Global Polo Network ™ (GPN), an OTT digital network, offering fans one destination for live-streamed games and on-demand video content. Strong brand development, integrated marketing, and global public relations was key to successful launches.
The Results
- $1 Million Purse – Team Pilot
- CBS Broadcast to 250 Million Households
- +300% Social Engagements
- Record Website Traffic
- Record Event Attendance
- Weekly Global Publicity Reach
- 2019 Cynopsis Women in Sports Honors
Global Polo Entertainment
