British organisation EXCEL ESPORTS has announced a new partnership with energy drink brand Beyond NRG.
As a result of the agreement, Beyond NRG has been named the official energy drink partner for EXCEL’s League of Legends and VALORANT rosters.
EXCEL’s players will be provided with Beyond NRG products throughout the duration of the partnership. Moreover, both entities will collaborate on ‘content and experiences’ related to physical and mental wellbeing.
Fabian Broich, Head of Performance at EXCEL ESPORTS, commented: “Energy drinks can be notorious for their high levels of sugar and unnatural ingredients so it’s great to be able to partner with Beyond NRG which focuses on natural caffeine properties and contains lots of vitamins.
“Maintaining the right focus can make the difference between winning or losing. Beyond NRG really understands the needs of professional esports players and have created a product that will not only allow us to maintain our values but fuel our players in a balanced and healthy way.”
Despite only launching in 2020, Beyond NRG has secured partnerships with the ESL Premiership, Warner Bros Games and fellow UK esports organisation Team Endpoint. The announcement also follows on from EXCEL’s entry into VALORANT earlier this month.
According to the release, EXCEL and Beyond NRG’s partnership looks to focus on the shared goal of ‘elevating player performance through wellbeing’, which aligns with the esports organisation’s ‘Power of Better’ manifesto.
Billy Webb, Founder & CEO, Beyond NRG, added: “In our initial meetings with the Head of Performance, Fabian Broich, we understood that nutritional support is at the forefront of importance for both Beyond and EXCEL. I genuinely believe that our missions align in this way, healthy heart, healthy mind, and dominating in esports. I’m exceptionally excited to support the new VALORANT division of EXCEL.
“We believe this to be the fastest-growing competitive game in esports, and I’m thrilled we can back EXCEL with this from the very start of their new adventure.”
Esports Insider says: EXCEL ESPORTS and Beyond NRG’s partnership makes sense in a number of ways. Firstly, Beyond NRG’s sugar-free, nootropic gaming energy drink aligns with the esports organisation’s performance and wellbeing ethos. Moreover, with both brands being based in the UK, the partnership also sees EXCEL support a regional, up-and-coming, company.