U.S. Polo Assn., the official brand of the United States Polo Association (USPA), has been nominated as a finalist for Best Sports Licensed Brand at the prestigious 2024 Licensing International Excellence Awards. The event, held annually in Las Vegas, recognizes brands that demonstrate innovative and creative methods in marketing themselves globally. Winners in 32 categories were selected from nearly 200 finalists by an expert global panel across 20 different countries. The winners were voted on by members of the licensing industry at large. U.S. Polo Assn. was among notable brands such as Formula 1, NASCAR, the NFL Players Association, 24H LE MANS, and Yale University in the category for Best Sports Licensed Brand, with more than 800 entries received.
“We are proud of U.S. Polo Assn.’s nomination for the Best Sport Licensed Brand as we continue to drive record growth for our global brand through strategic partnerships, award-winning global marketing and digital campaigns, and most importantly, elevating the consumer experience,” says J. Michael Prince, President and CEO of USPA Global, the company that manages and markets the multi-billion-dollar U.S. Polo Assn. sport brand. “U.S. Polo Assn. is honored to be named alongside other industry leaders in the 2024 Licensing International Excellence Awards, and we congratulate the winner for their performance this year!”
U.S. Polo Assn. achieved outstanding success in licensing this past year, generating a record $2.4 billion in global retail sales in 2023. The brand expanded its presence to 190 countries, operating 1,100 retail stores and numerous wholesale locations and e-commerce platforms. It has also upgraded its strategic stores worldwide, offering customers an enhanced brand and sports concept. U.S. Polo Assn. experienced significant e-commerce growth, with approximately 50 brand sites in 20 languages and over 8 million social media followers. Additionally, the brand’s partnership with ESPN has increased exposure for premier polo championships to a vast global audience. Finally, U.S. Polo Assn. now owns the USPA National Polo Center (NPC) in Palm Beach County, establishing itself as the lead sponsor for the sport’s primary destination in North America.
“It’s an honor to be recognized as a finalist for the Best Sports Licensed Brand. I am extremely proud of our dedicated U.S. Polo Assn. team, whose consistent and innovative efforts enhance our brand’s presence and position for the continued success in the global market,” said Molly Robbins, SVP of Global Licensing and Business Development at USPA Global. “We are thrilled to stand alongside such esteemed licensing peers, and we remain committed to challenging ourselves on how we think, build, and elevate U.S. Polo Assn.”
The Excellence Awards for this year took place at the HyperX Arena in the Luxor on May 20, 2024, in Las Vegas. The event aimed to celebrate the best of the global licensing industry. Representing U.S. Polo Assn. were Robbins and Shannon Stilson, who holds the position of VP of Sports Marketing and Media.
