British esports organisation EXCEL ESPORTS and mobile network operator EE have renewed their partnership for a further three years.
After first teaming up with EXCEL in 2020, EE will continue as the organisation’s lead partner until 2025.
As a result, EE will continue to power EXCEL’s HQ in Shoreditch, London. Moreover, the company’s branding will remain on the jerseys of EXCEL’s LEC, VALORANT and FIFA rosters.
EE outlined in a release three ‘key ambitions’ connected to its partnership with the esports organisation: Inclusivity, Culture and Experience. These ambitions are expected to be integrated across EE and EXCEL’s collaborative initiatives throughout the deal.
One of EE and EXCEL’s previous collaborations included the ‘Connected Club Cup’, a national grassroots FIFA competition in the UK.
The past few months have been an interesting time for EXCEL. Earlier this month the organisation made another move into education with the acquisition of assets from esports e-learning platform Hitcap. However in September, the organisation’s former co-founder, Kieran Holmes-Darby, filed a claim against EXCEL, which was later settled prior to a hearing.
Alongside EE, EXCEL’s other partners include the likes of JD, Just Eat and Yoyotech, among others. Alongside announcing its new HQ earlier this year, the organisation was named a Duke of Edinburgh’s Award-approved activity provider.
Pete Jeavons, Marketing Communications Director at EE, commented on the deal: “The gaming community continues to go from strength to strength in the UK and with our partners at EXCEL, we are excited to use our technology and networks to deliver new initiatives, experiences and services that will benefit this community – both at elite and grassroots level.
“We want to become the number one network for gaming in the UK and we believe our work with EXCEL will be fundamental in achieving this goal.”