Company: USPA Global Licensing/U.S. Polo Assn.
Company Description: USPA Global Licensing Inc. (USPAGL) is the for-profit subsidiary of the USPA and its exclusive worldwide licensor. USPAGL manages the global, multi-billion-dollar U.S. Polo Assn. brand and is the steward of the USPA's intellectual properties, providing the sport with a long-term source of revenue. U.S. Polo Assn. is the official brand of the United States Polo Association (USPA).
Nomination Category: Achievement Categories
Nomination Sub Category: Achievement in Growth
 Nomination Title: USPA Global Licensing Takes Global U.S. Polo Assn. Brand to the Next Level with $2.3 Billion in Revenue
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the achievements of the nominated organization since 1 January 2021, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
n/a
- If you are providing written answers for your submission, you must provide an answer to this first question: Briefly describe the nominated organization: its history and past performance (up to 200 words):
Total 200 words used.
USPA Global Licensing Inc. (USPAGL) is the company that manages and oversees the multi-billion-dollar U.S. Polo Assn. brand, the official brand of the United States Polo Association. Revenue from the sport-inspired apparel and accessory brand supports the sport at high school, college, club and professional levels in the U.S., and through charitable initiatives around the world.
USPAGL and the U.S. Polo Assn. brand remained strong in 2021 despite headwinds affecting the global retail industry and made its largest jump in revenue in history from 1.3 billion to 1.8 billion. Then, USPAGL reached its 5-year goal of more than $2 billion in global retail sales, by the close of 2022, two years earlier than projected.
Growth of U.S. Polo Assn. has come from driving awareness of the sport of polo through global broadcast, events, marketing initiatives, while expanding reach into 190 countries with some 1,100 stores and ecommerce. U.S. Polo Assn. opened 100 stores in 2022 and by January 2023 became the top selling casual menswear brand in India. The company reached 40 brand sites around the world in 18 languages, and more than 7 million social media followers by end of 2022.
- If you are providing written answers for your submission, you must provide an answer to this second question: Outline the organization's achievements since the beginning of 2021 that you wish to bring to the judges' attention (up to 250 words):
Total 249 words used.
From 2021-2022, U.S. Polo Assn.’s digital story has materialized and evolved. USPAGL partnered with its licensees in launching direct to consumer e-commerce websites throughout the world. In two years where many brands reported declining and/or flat performance, U.S. Polo Assn. realized significant double-digit growth in online selling. U.S. Polo Assn. has been recognized in 2021-2022 by several indexes as a top global performer, including Digital Commerce 360 as a top 500 global e-commerce brand and Amazon Alexa Analytics in its global website popularity ranking.
On the product side the company continues to seek pathways and partnerships to expand into new global markets, with exciting projects in 2021 and 2022 that brought entre` into new areas of business including White Label, USPA Pro targeting pro athletes and USPA 1890 fragrance.
On the sport side, the partnership with ESPN, the world’s leader in sport content, has clinched global “on demand” exposure for the sport and the brand. In 2022 and 2023, ESPN platforms broadcast seven top tournaments in the U.S. for the first time in history. Polo can now receive exposure in millions of households around the world with a 280 million household reach on ESPN alone. By delivering sport and lifestyle content in innovative ways, USPAGL and ESPN can broaden access to polo that will grow both the sport and U.S. Polo Assn. fanbase. Today, U.S. Polo Assn. is ranked among the top five sports licensors in the world, according to License Global.
- If you are providing written answers for your submission, you must provide an answer to this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 246 words used.
It's been an incredibly difficult year for fashion and retail and many other players in our space and surrounding space. Where others in the industry succumbed to the pressures of change demanded by the global pandemic, USPAGL was able to launch U.S. Polo Assn. into the stratosphere by pivoting to online and ecommerce strategies that were able to jump start new revenue streams. In addition, due to the diversification of the company across 190 countries, there were a variety of ways that we were able to keep the company moving along it's growth trajectory. Even keeping steady was better than some were able to manage in our space, and we achieved this by supporting our licensing partners around the world, whether that meant helping them in their various negotiations with landlords and vendors or factories, or cutting back on their royalties to the USPA for the short term so that they could survive. We also found ways to refresh merchandise and campaigns and did local photo shoots that were covid safe with very limited travel to continue to give our global partners the beautiful visual assets they need and expect from us as the corporate entity. As a corporation, we never shut down, laid off, cut pay or increases. We embraced the hybrid environment for our staff and offered the trust, tools and motivation that were needed for all of us to get our jobs done. This enabled our global workforce to continue to thrive.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 226 words used.
- Our Global Retail Sales Growth Chart, shows our unprecedented growth and achievement of $2 billion in 2022
- Strategic Media Partner Household Reach Slide showing 280M for ESPN, 13.5M for BeIn Sports, among others.
- License Global, Top 5 License Brands Slide
- Earned media coverage in Forbes, Florida Trend, Retail & Leisure International, all third-party features on the company’s impressive growth.
- Drapers and Fashion United covering the news of our new 6,000 sq. ft. store in Cheshire Oaks, earned media telling the story of growth in the UK.
- U.S. Polo Assn. handbags are featured in Italian Elle cover and inside layout, earned media.
- Town & Country sport and lifestyle earned media coverage.
- Chain Store Age story of company overcoming covid pandemic, interview.
- J. Michael Prince, USPAGL President & CEO featured on Yahoo Finance as Though Leader post pandemic.
- J. Michael Prince, USPAGL President & CEO featured on Bloomberg as Thought Leader during covid pandemic.
- U.S. Polo Assn. Wins Prestigious Myntra Awards for Best Men’s Casual Brand in India, Press Release.
- The ESPN Press Release details the historic agreement between GPE, a subsidiary of USPAGL (the company that oversees the U.S. Polo Assn. brand) and ESPN to bring polo to millions around the world for the first time in history.
- Retailer of the Year Award Press Release
- Licensor of the Year Award Press Release
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