BSN SPORTS, a division of Varsity Brands and a marketer and distributor of sporting goods to the school and league markets, has partnered with Generation Esports (GenE), a global community-focused esports organization and tournament platform, as a uniform and apparel partner of GenE’s High School Esports League (HSEL).
Through the agreement, BSN SPORTS will provide preferred partner pricing on esports products across its brand partner selection — including Nike, Under Armour, Puma, Logitech, etc. — to outfit esports teams at GenE’s more than 5,000 affiliate schools. Additionally, the partnership provides custom championship ring opportunities through Herff Jones, the achievement division of Varsity Brands and a provider of graduation and educational products and services.
According to the companies, by leveraging team gear and branding products, the new collaboration highlights their shared commitment to drive school spirit, student engagement and confidence among high school campuses across the country. The partnership is said to aim to further support the league’s impact on extracurricular and academic participation, as Generation Esports’ recent case study reported increased class attendance of 10% and a 1.7 GPA improvement among league students in comparison to HSEL competitors.
“We are always looking to support scholastic esports. By partnering with an organization such as BSN SPORTS we can provide esports programs with opportunities to bring high-quality spiritwear that levels up the credibility of school-based esports and emphasizes the many benefits these programs bring to their schools and communities,” says Jonathan Schrader, vice president of growth, Generation Esports. “We look forward to working with BSN SPORTS to continue showcasing how esports can help increase student involvement, making them more invested in their own success.”
To commence the partnership, BSN SPORTS and HSEL will give away 25 custom Puma esports jerseys to one high school esports program.