BT signs partnership deal with Excel Esports

10 Jan 2020

By: Sport Industry Group

BT has signed a multi-year sponsorship agreement with UK-based Excel Esports.

The telecoms giant will become the team’s Exclusive Lead Partner and will see its branding appear on all kit worn by Excel’s League of Legends European Championship (LEC) and UK League Championship (UKLC) teams. 

The news comes a day after the esports organisation announced the hiring of two senior figures, recruiting new CEO Wouter Sleijffers from Fnatic and new Chief Commercial Officer Robin McCammon from adidas.

As part of the agreement, Excel’s UKLC team will also be officially renamed BT Excel, while BT will provide connectivity to the wider team, assisting with both training and productivity.

The full Excel team will wear the BT kit for the first time at the Neosurf Cup at Twickenham Stadium, which is also home to Excel’s HQ and training facility. 

McCammon said of the new partnership: “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. BT is about connectivity and community and that is exactly what Excel and esports in general is all about. Having such a recognisable brand commit to a long term partnership really shows the strength of the UK esports industry and the growth of Excel.” 

Pete Jeavons, Marketing Communications Director at BT, meanwhile, commented: “The UK is increasingly a nation of gamers, and esports is hugely popular and growing across the world. 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 realise their potential.”

Excel’s 2020 jersey will feature in an upcoming BT campaign and will be made available for the public to purchase.