GameSquare Esports Inc. (CSE:GSQ, FRA:29Q1) has announced that leading sports agency Paradigm Sports, headed by Audie Attar, has joined the company’s advisory board.
As esports and traditional sports continue to converge, GameSquare said the Paradigm team will bring their deep expertise in traditional sports to drive the accelerated growth of esports. They join an already talented board of advisors which also includes Tony Hawk and Jordan Belfort.
Paradigm Sports is a leading multi-sports representation, business and media platform, home to more than 80 global stars including Conor McGregor, Cris Cyborg, Israel Adesanya, Stephen Thompson, and Jozy Altidore, and has negotiated more than US$650 million in contracts.
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“Paradigm Sports is a great company led by incredible people,” said Justin Kenna, CEO of GameSquare in a statement. “GameSquare is fortunate to have added the team to our advisor roster who are leading Paradigm Sports with some incredibly innovative work that puts their family of talent at the forefront of business.
"Their mantra of pushing to do what is best, and most profitable, for their families, their teammates, and their clients resonates strongly with all of us at GameSquare as we are building a global esports organization. I believe that the entrepreneurial spirit and commitment to success that permeates Paradigm’s business is a great fit with GameSquare and mirrors our values.”
Conor McGregor, one of Paradigm Sports’ most notable clients, is the most decorated fighter in the history of the UFC and became the first fighter in UFC history to hold titles in two weight divisions simultaneously. McGregor is the biggest draw in MMA history, boasting an illustrious career that has headlined five of the top six highest selling pay-per-view events. Out of the octagon, McGregor is a sharp businessman and co-founded Proper No. Twelve whiskey with Paradigm Sports before selling a majority stake in the company in April of 2021, among numerous other business ventures.
“I am very excited by Paradigm Sports’ announcement of an advisory board position with GameSquare,” said McGregor. “Both companies are industry leaders, and I believe that esports is the future of the sports world with many athletes, teams and leagues getting involved in the space. I look forward to Audie and the team at Paradigm Sports’ bringing their expertise to collaborate and bridge the gap between traditional sports and the esports world.”
Paradigm Sports’ founder and CEO, Audie Attar, commented: “As a former executive at FaZe Clan, Justin has the experience to lead what could be the biggest esports organization in the world, and his network is impressive. We could not be more thrilled to be bringing our track record of success to GameSquare as the GameSquare team seeks to take their business to the next level.”
The announcement of Paradigm Sports comes on the heels of Jerry Jones of the Dallas Cowboys and investor John Goff leading GameSquare’s previously announced $17 million financing along with Cowboys CFO Tom Walker and Goff Capital president Travis Goff expected to join the GameSquare board of directors.
In addition, GameSquare entered a multi-year esports and gaming agency of record agreement with the Dallas Cowboys and acquired Complexity Gaming, which was owned by the Jones Family and Goff Capital. Complexity will continue to operate at The Star in Frisco, Texas.
Cut+Sew/Zoned deal closes
Separately, GameSquare announced that it had closed its acquisition of gaming marketing agency Cut+Sew/Zoned for $7.85 million in cash and shares.
The company said it acquired Cut+Sew and Zoned to boost its capabilities across sports, technology, new media, music & fashion. The acquisition will bring additional marketing capabilities to GameSquare and will help to increase the brand's capabilities in numerous sectors, including traditional sports, gaming, emerging technology, new media, music and fashion.
READ: GameSquare Esports adds lifestyle marketing agency Cut+Sew and Zoned to its portfolio of profitable companies
In a statement announcing the close of the deal, CEO Kenna called Cut+Sew/Zoned an exciting company that operates at the intersection of gaming, sports and new media.
“We are excited to welcome the talented founders of Cut+Sew/Zoned, Matt Hilman, Sean Maher, and Devon Woodruff to the GameSquare family and we look forward to fully integrate them in our business,” Kenna said.
“Their experience, professionalism and creativity in building brands is expected to contribute positively to building our Complexity Gaming brand, and maximizing value for the Dallas Cowboys across GameSquare’s agency of record agreement. Financially, we believe this is another positive step forward for GameSquare’s future revenue and EBITDA profile.”
GameSquare Esports is an international gaming and esports company headquartered in Toronto, Canada. The company is seeking to acquire additional assets and entities serving the gaming and esports markets and, more broadly, in sports and entertainment.
The company’s acquisition of Code Red Esports Ltd. an esports talent agency, provided an initial foothold in Europe through its UK operations. Code Red represents leading on-screen talent, players and influencers and works with leading global brands to develop influencer campaigns and esports marketing strategies.
GameSquare's second acquisition of Reciprocity Corp. provides access to Asia, Latin America and North America. Its gaming and esports assets include a CrossFire franchise in China that it owns with its partner LGD Gaming, a 40% interest in a League of Legends team that competes in Latin America, and its wholly-owned subsidiary corporation, GCN, a digital media company focusing on the gaming and esports audience based in Los Angeles.
Contact the author at jon.hopkins@proactiveinvestors.com