UPDATE December 21st 2023: EXCEL Esports has cancelled this partnership after community backlash over the deal.
British esports organisation EXCEL ESPORTS has partnered with wellness brand Bioflow, known for its magnetic products.
Bioflow will supply EXCEL with its magnetic therapy wristbands and other items. Financial details of the partnership, as well as the length, were not disclosed.
Bioflow is a wellness-focused brand created in 1991. The brand is perhaps most known for its wristbands that include magnets which, Bioflow claims, helps improve well-being.
The company has recently entered esports through Bioflow Esports, creating more gamer-focused items that fit into overall esports and gaming aesthetics.
Bioflow has partnered with known sports figures in the past, including cricketer Jonny Bairstow and golfer Lee Westwood, and is now turning its attention towards the esports industry.
The partnership with EXCEL is the first venture into esports partnerships for the company, but will surely not be the last considering Bioflow created an esports-focused sub brand to cater towards gamers.
Mark Carter, the Commercial Director at EXCEL ESPORTS, said: “With musculoskeletal injuries being such a widespread concern amongst esports players, Bioflow can make a real impact on our player’s physical health.
“Bioflow’s game-changing products will enable our players to recover more swiftly, which will help to maximise training and competition time at major events”
As of right now, there is very little evidence regarding the positive effect magnets have on human health, especially those worn as bracelets or pendants.
Theories that magnets relieve pain are tough to prove and the entire practice of using static magnets to treat ailments is seen as disputable. Bioflow, however, does maintain that its products help athletes perform at higher levels.
