The official brand of the United States Polo Association (USPA) – U.S. Polo Assn. – will include New Zealand in its global 135th anniversary celebration.
As part of a series of global event activations, and alongside a global brand campaign, U.S. Polo Assn. will be the official partner of the NZ Polo Open held at Auckland Polo Club on Sunday, February 16.
The NZ tournament usually includes several overseas players and patrons. There are approximately 20 polo clubs throughout the country and more than 300 handicapped players, including many women and youth players.
New Zealand’s inclusion in U.S. Polo Assn. celebrations adds to other activations across North America, Europe, Asia, Middle East and Latin America. This includes in-store events, digital experiences and collaborations with influencers and athletes.
“As the official brand of the USPA, U.S. Polo Assn.’s 135th Anniversary Campaign honours an important milestone for the sport of polo and unites our global licensees with a shared goal and brand message,” USPA Global president and CEO J. Michael Prince said.
“We’re inviting consumers and sports fans worldwide to become a part of the rich legacy of the sport of polo and celebrate the history of the greatest story of sport and fashion coming together.”
The news comes as U.S. Polo Assn. currently seeks to establish itself in the Australian market through European distributor Brand Machine Group. The distributor has currently set up a new HQ in Sydney and is holding talks with local retailers.
Brand Machine Group also manages other premium brands including Peckham Rye, Duchamp, Penfield, Jack Wills and Frank Marshall, alongside kids ranges from New Balance, Lee, Wrangler, Juicy Couture and Sugar Pink.
U.S. Polo Assn. has also implemented a new tagline ‘Born to Play’ and has updated it logo as part of its 135th anniversary.
The custom designed 135th anniversary logo incorporates an image of “hooked” polo mallets – a defensive play that is a hallmark of the sport’s intensity – and features red, white and blue colours.
The logo will be prominently featured across all U.S. Polo Assn. activations, digital platforms and retail stores throughout 2025.
The American brand has a multibillion-dollar global footprint and worldwide distribution through more than 1,100 U.S. Polo Assn. retail stores, and thousands of additional points of distribution.
It sells apparel, accessories, and footwear for men, women, and children in more than 190 countries worldwide.