GameSquare Holdings, the media and technology group behind FaZe Clan, Stream Hatchet, and other gaming ventures, has signed a $2 million agency of record deal with Rekt Brands Inc., the company behind crypto-focused beverage Rekt Drinks. The agreement adds to $6.25 million of new Web3 revenue for the company.
An agency of record (AOR) is a company’s main strategic partner for marketing and communications, managing campaigns across multiple channels. In this case, GameSquare will help Rekt grow both its digital and physical presence, support $REKT Coin adoption, and connect the brand with gaming communities.
As part of the deal, Rekt will feature on FaZe Clan’s jerseys, giving the Web3 brand exposure across one of the world’s most influential gaming organisations—a strategy previously seen when GameSquare partnered with Animecoin.
“Rekt was never about just launching a drink, it’s about building a movement,” said Ovie Faruq, CEO and co-founder of Rekt Drinks in a press release. “With GameSquare, we’re taking that movement global. Their dominance in gaming and youth culture makes them the ideal partner to accelerate our engagement loop, where community isn’t just about being a consumer, it is the foundation of brand ownership.”
GameSquare has also positioned itself as a major public Ethereum holder, blending traditional finance and Web3. Rekt originated from the Rektguy NFT collection, with high-profile collectors including Snoop Dogg, Steve Aoki, and Gary Vaynerchuk. Its cryptocurrency, $REKT Coin, aims to create a community-driven brand ecosystem by incentivising purchases and engagement.
