BSN SPORTS, a division of Varsity Brands and the nation’s largest 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 their brand partner selection – including Nike, Under Armour, Puma, Logitech, Dream Seats, Gamer Advantage, All-Pro Tactical Sports Bags and more – 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 the leading provider of graduation and educational products and services.

By leveraging team gear and branding products available through Varsity Brands and BSN SPORTS, the new collaboration highlights the companies’ shared commitment to drive school spirit, student engagement and confidence among high school campuses across the country. Together, the partnership aims 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 spirit wear that levels up the credibility of school-based esports and emphasizes the many benefits these programs bring to their schools and communities,” said 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. To enter for your chance to win, simply register by March 31 using this link:

Ben Connery, Vice President of Sales at BSN SPORTS, commented, “The most compelling statistic I’ve learned through our relationship with HSEL is that for roughly 80% of kids who join their esports team, it is the first team they have been on in their high school experience. Our work centers around our mission to elevate the student experience, and esports is an exciting platform to engage more kids and student athletes in achieving that goal.” Connery adds, “Establishing esports programs on campuses remains a challenge for Athletic Directors and Administrators and through this partnership, BSN SPORTS is now positioned to seamlessly support our more than 20,000 high school customers in program start-up and introducing the fastest growing sport in America to their students.”


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