Tottenham Hotspur footballer Dele Alli has been named as EXCEL ESPORTS’ first global ambassador, after signing a long-term partnership with the esports organisation.
According to EXCEL’s release, the agreement looks to ‘bridge the gap between sports, gaming and esports’.
Alli’s role will include helping provide the team’s talent roster with experience and knowledge of performing at the highest level. As such, Alli will help EXCEL’s rosters develop a psychological skill set, which includes how to deal with pressure, overcome challenges and the ability to bounce back from setbacks.
“Everyone who knows me knows my biggest passion outside of football is gaming and after becoming increasingly involved in the industry over the past few years, it seemed like joining forces with an esports team was a natural step for me to take.” Alli commented. “What drew me to EXCEL was the fact it’s the biggest British esports brand in the country and competes at the top level of esports but as well as this, I love the fact the brand was born out of a passion for gaming and the values it upholds.
“My knowledge of being a competitive athlete is something I believe can really benefit EXCEL’s roster of talent as they continue to strive to be better every single day but I’ll also be looking to further my own knowledge and understanding of this truly exciting industry.”
The partnership is also expected to provide Alli with the opportunity to learn how an esports brand operates, by being integrated directly into the organisation.
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The deal represents a significant 12 months for EXCEL, with the brand making a variety of changes to its structure. Just last week the organisation introduced its new ‘Power of Better’ ethos alongside a complete rebranding. Prior to that, EXCEL also developed its new leadership team with Wouter Sleijffers joining as CEO and Robin McCammon being named Chief Commerical Officer.
On the announcement, Sleijffers added: “EXCEL ESPORTS competes at the highest level of gaming competition. Following the recent launch of the new EXCEL and our vision in The Power of Better, we’ve been looking for a person who’s our own inspiration in getting the best out of ourselves. Therefore, we’re very pleased that Dele is coming on board to support us in our new, purpose-led journey.
“Dele knows better than anyone what it means to reach and stay at the top and also exhibits true passion and professionalism that is so prevalent in our own competitions. We look forward to working with Dele to develop our talent, utilise his advice and skill set to guide EXCEL forward and help us ensure we aren’t being complacent with our new ambition.”
Esports Insider says: Acquiring Dele Alli is a smart business move for EXCEL ESPORTS. Over the last couple of years, the Premier League footballer has shown an interest in gaming and esports, and is already associated with another popular brand in HyperX. Overall the partnership matches EXCEL’s new branding whilst also ensuring that its UK roots remain firmly planted.