U.S. Polo Assn., the official brand of the United States Polo Association (USPA), has launched in Australia in partnership with Brand Machine Group (BMG). The expansion marks a significant step for the multi-billion-dollar fashion brand as it continues to strengthen its global presence.
The move includes the launch of a dedicated Australian retail website, www.uspoloassn.com.au, offering local customers access to the brand’s signature collections. Orders placed through the site are now being processed from a newly established warehouse in Sydney, enabling faster delivery across Australia and New Zealand.
J. Michael Prince, President and CEO of USPA Global, which oversees U.S. Polo Assn., expressed confidence in the brand’s expansion.
“With over 40 years of experience in the market, BMG has been an outstanding partner for U.S. Polo Assn. in the U.K. and other European territories,” he said. “As we celebrate 135 years of sport inspiration, we are confident that our partnership with BMG in the Australian market will support the global growth of the brand and deliver exceptional styles for our fans and consumers.”
A growing presence in Australia
Australia’s fashion retail sector is evolving, driven by changing consumer preferences and technological advancements. Prince believes U.S. Polo Assn. is well-positioned to contribute to this transformation.
“U.S. Polo Assn. looks to be part of the evolution of fashion in the region through this market launch,” he added. “By supporting the sport and bringing that authentic connection to polo to Australia, we aim to strengthen our brand’s identity.”
To facilitate operations, BMG has set up a dedicated Australian division, led by Country Manager Kevin Cliffe. The team operates from a 220-square-metre showroom in Sydney, handling sales, logistics, e-commerce, and customer service.
BMG’s CEO, Boo Jalil, described the expansion as a key milestone for both companies.
“Entering the vibrant Australian market demonstrates yet another significant achievement for U.S. Polo Assn. and BMG’s ongoing mission to revolutionise e-commerce and retail,” he said. “As one of the world’s most popular brands, U.S. Polo Assn. is now ideally positioned to reach more consumers in this unique and trendsetting market.”
A global brand with deep sporting roots
U.S. Polo Assn. is the official brand of the United States Polo Association, the largest polo organisation in North America. Founded in 1890, the USPA is headquartered at the National Polo Center in Wellington, Florida.
With a multi-billion-dollar global footprint, U.S. Polo Assn. operates in over 190 countries and has more than 1,200 retail stores worldwide. The brand also has a strong sporting presence, sponsoring major polo tournaments that are broadcast internationally through partnerships with ESPN in the U.S. and Star Sports in India.
Recognised as one of the top global sports licensors alongside the NFL, NBA, and MLB, U.S. Polo Assn. continues to gain recognition for its digital and retail expansion. Its success has been highlighted in publications such as Forbes, Fortune, and GQ, as well as major financial outlets including Yahoo Finance and Bloomberg.
For more information, visit www.uspoloassnglobal.com.
