GameSquare Named Exclusive Agency of Record for World of Dance, Signaling Strategic Shift in Youth Culture Marketing

GameSquare Holdings, Inc. has been appointed the exclusive agency of record for World of Dance, establishing a comprehensive partnership to lead commercial strategy across the dance platform's global portfolio. The agreement designates GameSquare as the sole sales and strategy partner for World of Dance's intellectual property and commercial operations, marking a significant expansion of the gaming-focused media company's reach into dance and youth culture entertainment.

The partnership includes GameSquare's production of the World of Dance Summit scheduled for July 2026 at the Anaheim Convention Center. World of Dance represents a cultural institution in competitive dance with a digital community exceeding 32 million followers and annual reach surpassing 100 million viewers through live events, digital content, and syndication. The platform's core audience spans ages 13 to 34, positioning it at the intersection of youth culture, music, fashion, and movement.

Justin Kenna, CEO of GameSquare, emphasized the strategic alignment between the two organizations. The World of Dance has built an unparalleled platform that resonates deeply with young, diverse, and global audiences. By combining GameSquare's expertise in large-scale event production and culture-driven brand partnerships with the World of Dance's worldwide reach and cultural cachet, we're excited to deliver an elevated Summit experience and unlock new opportunities for creators, performers, and partners around the globe.

As agency of record, GameSquare will support World of Dance's growth initiatives by developing new opportunities for brands and creators to engage with young and diverse audiences. The partnership reflects a shared commitment to elevating culture, empowering creators, and building passionate global communities through storytelling, technology, and live experiences. This collaboration represents a strategic move for both entities to leverage their respective strengths in reaching Generation Z and Millennial demographics.

David Gonzalez, President and Founder of World of Dance, stated that the partnership with GameSquare Holdings ushers in a new chapter for 2026 and beyond. Their proven success in activating gaming culture will now power growth and innovation across the World of Dance global ecosystem. Larry Peters, Chief Revenue Officer of World of Dance, added that GameSquare brings a proven ability to create innovative partnership solutions that resonate with today's youth-driven marketplace.

World of Dance has grown into a global phenomenon since its 2008 launch, featuring international competitions in over 65 countries and including the NBC series featuring Jennifer Lopez. The platform operates as the world's largest dance entertainment platform, connecting live events, digital content, and network television. GameSquare operates as a cutting-edge media, entertainment, and technology company focused on connecting brands with Gen Z, Gen Alpha, and Millennial audiences through its platform that includes award-winning creative services and FaZe Clan Esports. Additional information about GameSquare is available at https://www.gamesquare.com.

The partnership signals a broader trend of convergence between gaming, entertainment, and youth culture marketing. For business leaders and technology executives, this collaboration demonstrates how companies are increasingly seeking integrated approaches to reach younger demographics across multiple entertainment verticals. The combination of GameSquare's digital native expertise with World of Dance's established cultural platform creates new possibilities for brand partnerships and audience engagement strategies that transcend traditional marketing boundaries.