British organisation Excel Esports has made multinational telecommunications company BT its exclusive lead partner.
As part of a multi-year sponsorship agreement, BT will act as a jersey sponsor for Excel Esports’ teams in Riot Games‘ LEC and UKLC.
BT will provide “world class connectivity” to Excel Esports when its players are training. In January last year, the organisation partnered with Twickenham Stadium to house its League of Legends training facility and headquarters. Its UKLC team will be renamed BT Excel as part of the deal.
Robin McCammon, CCO of Excel Esports discussed the partnership in a release: “BT is an absolutely iconic British brand that resonates globally and we can’t think of a better fit as a lead Partner to help elevate Excel to the next level. This is a sponsorship that will reach beyond the conventional sponsorship formula. BT is about connectivity and community and that is exactly what Excel and esports in general is all about. Having such a recognisable brand commit to a long term partnership really shows the strength of the UK esports industry and the growth of Excel.”
Pete Jeavons, Marketing Communications Director at BT, said: “The UK is increasingly a nation of gamers, and esports is hugely popular and growing across the world. Excel Esports shows incredible promise as a leading UK-based team and working closely with them is a natural extension of our commitment to provide the connectivity and skills to help people across the UK realise their potential.”
Esports Insider says: BT is a major player in Britain and that matches with Excel Esports’ aspirations, especially with its recent personnel changes. We hope to see more activations from the partnership as it develops over the years, but either way this is a great start for the revitalised organisation.