GameSquare Holdings has secured a $2m (£1.57m) agency of record (AOR) partnership with Rekt Brands Inc., the parent company of the viral sparkling water Rekt Drinks
The agreement pairs GameSquare’s reach in gaming media with Rekt, a crypto-native brand poised to surpass one million drink cans sold in its inaugural year.
The agreement includes a strategic push to increase awareness for Rekt’s native cryptocurrency, $REKT Coin. As a result, a $2m allocation of $REKT tokens has been added to GameSquare’s digital asset treasury, which already includes Ethereum and Animecoin.
The $REKT Coin ecosystem boasts a fully diluted value of over $360m and incentivises a community centred around art, culture and physical goods. It creates a closed-loop system where customers essentially become stakeholders in the brand itself, a model that GameSquare is now positioned to help scale.
FaZe Clan Branding, GameSquare Collaboration
A key component of the partnership includes securing prominent branding on the jerseys of esports organisation FaZe Clan, which is owned by GameSquare. Beyond the jersey sponsorships, GameSquare will collaborate with Rekt to develop both physical and digital products and experiences.
This partnership reinforces GameSquare’s strategic push into Web3, despite recent financial setbacks in Q2 2025. It follows last month’s AOR agreement with Animecoin, further establishing GameSquare as a bridge between traditional gaming audiences and crypto-native communities.
For Rekt, which grew out of the cult-favorite Rektguy NFT collection selling thousands on launch day, the deal is about global expansion.
“Rekt was never about just launching a drink; it’s about building a movement,” Ovie Faruq, CEO and co-Founder of Rekt Drinks explained. “With GameSquare, we’re taking that movement global. Their dominance in gaming and youth culture makes them the ideal partner.”
