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Excel Esports announced it has signed a multi-year contract with British multinational telecommunications holding company BT Group (OTCMKTS: BTGOF). The partnership will see BT becoming the exclusive lead partner.
“BT is an absolutely iconic British brand that resonates globally and we can’t think of a better fit as a lead Partner to help elevate Excel to the next level. This is a sponsorship that will reach beyond the conventional sponsorship formula,” said Robin McCammon, Chief Commercial Officer at Excel Esports, in a release. “BT is about connectivity and community and that is exactly what Excel and esports, in general, are all about. Having such a recognizable brand commit to a long term partnership really shows the strength of the UK esports industry and the growth of Excel.”
The partnership will see the placement of BT’s branding on all of the jerseys worn by Excel Esports’ esports players. The new jerseys will be in action for the first time this weekend at the Neosurf Cup at Twickenham Stadium, also home to the organization’s headquarters and training center. In addition, Excel’s UK League of Legends Championship (UKLC) team will be renamed to BT Excel.
“The UK is increasingly a nation of gamers, and esports is hugely popular and growing across the world,” said Pete Jeavons, Marketing Communications Director at BT. “Excel Esports shows incredible promise as a leading UK-based team and working closely with them is a natural extension of our commitment to provide the connectivity and skills to help people across the UK realize their potential.”
BT will provide the esports organization with connectivity and infrastructure for its headquarters to help the team train. This news also follows announcements last year that BT had become the exclusive long term lead partner for the Home Nations football teams across the United Kingdom.
