GameSquare Holdings, Inc. (NASDAQ: GAME) announced a brand partnership with Dairy MAX for World of Dance, under which Dairy MAX will serve as the Official Performance Partner of the 2026 World of Dance Summit and the Naming Rights Partner of the World of Dance Master Class Initiative.

The 2026 World of Dance Summit is scheduled to take place July 7–10, 2026. The event is expected to bring together dancers, creators, and fans for a multi-day event featuring training sessions, live competitions, and brand activations.

The partnership is connected to GameSquare's previously announced role as agency of record for World of Dance, under which it serves as the platform's exclusive sales and strategy partner. The Dairy MAX integration will include branded master classes led by choreographers and dancers, along with on-site product sampling of yogurt with granola and high-protein milk with coffee.

The campaign will operate under Dairy MAX's existing "Level Unlocked" brand, which previously focused on gaming audiences. "As we continue to expand our 'Level Unlocked' brand, World of Dance gives us a powerful platform to connect with young audiences in a new and authentic way," said Mariah Saffa, senior director of consumer marketing at Dairy MAX.

World of Dance states it has a digital community of more than 32 million followers and an annual reach of more than 100 million viewers across live events, digital content, and syndication. Its core audience spans ages 13 to 34.

The announcement was made according to a press release from GameSquare.