EXCEL partners with sports fashion retailer JD SPORTS

14 January 2022


British esports organisation EXCEL Esports has secured a partnership with UK-based sports fashion retailer JD SPORTS.

As a result of the partnership, JD SPORTS branding will be prominently featured across EXCEL’s team jerseys.

EXCEL and JD Sports
Image credit: EXCEL / JD Sports

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In addition, JD SPORTS has also secured exclusive naming rights to EXCEL’s academy roster that competes in the Northern League of Legends Championship (NLC). The academy team will be renamed JDXL.

JD SPORTS replaces telecommunications company BT as the team’s name sponsor. 

The UK fashion retailer is a well-known sportswear retailer in the UK. The company has previously explored esports partnerships in 2019, Moreover, JD SPORTS has signed partnerships with the likes of HyperX and Samsung for an esports tournament called the JDX.

Wouter Sleijffers, CEO of EXCEL ESPORTS, said: “We are thrilled to announce JD SPORTS as our new partner. JD SPORTS is a pioneer within the sports retail industry, and we believe our partnership will unite gaming and sports communities on a level never seen before. We are looking forward to fans and sports fashion enthusiasts immersing themselves in the incredible experiences this partnership will deliver.”

This partnership comes at an interesting time for EXCEL. Over the last 12 months, the organisation has announced a number of personnel changes. The includes the addition of Tim Reichert as its Esports Director and the departure of EXCEL’s Co-Founder Kieran Holmes-Darby.

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Executive Chairman of JD Sports, Peter Cowgill, added:We are excited to announce our partnership with EXCEL ESPORTS. Through this partnership, JD SPORTS will embrace casual and competitive e-gaming audiences across some of the biggest global gaming titles, whilst also delivering world-first digital and virtual experiences.

Esports Insider says: Although the two parties did not disclose a lot of details about the partnership, JD Sports is a good fit for EXCEL. The deal sees EXCEL secure a major non-endemic brand, further strengthening its commercial portfolio. However, it remains to be seen what kind of activations the two brands come up with in 2022.

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