Excel Esports signs Dele Alli as first ever ambassador

20 Nov 2020

By: Sport Industry Group

EXCEL ESPORTS has signed Dele Alli to a long-term partnership with the team.

The Tottenham player and gaming enthusiast will become EXCEL’s first ever global ambassador, and will join up with the organisation on the back of its recent brand refresh. 

The partnership between the pair unites their shared values, according to EXCEL, including the importance of performance and their passion for gaming, while the tie-in will also look to further bridge the gap between sport and competitive gaming.

Alli’s enthusiasm for gaming - and particularly Fortnite - has seen him already partner with EXCEL’s Official Peripherals Partner HyperX, while he has also celebrated his goals by performing popular Fortnite dances. This year, he took part in the charity esports series Gaming Without Borders, which raised $1.5 million for COVID-19 charities.

“Everyone who knows me knows my biggest passion outside of football is gaming and after becoming increasingly involved in the industry over the past few years, it seemed like joining forces with an esports team was a natural step for me to take,” said Alli.

“What drew me to EXCEL was the fact it’s the biggest British esports brand in the country and competes at the top level of esports but as well as this, I love the fact the brand was born out of a passion for gaming and the values it upholds. 

“My knowledge of being a competitive athlete is something I believe can really benefit EXCEL’s roster of talent as they continue to strive to be better every single day but I’ll also be looking to further my own knowledge and understanding of this truly exciting industry.”

Wouter Sleijffers, CEO, EXCEL ESPORTS, added: “EXCEL ESPORTS competes at the highest level of gaming competition. Following the recent launch of the new EXCEL and our vision in The Power of Better, we've been looking for a person who’s our own inspiration in getting the best out of ourselves. Therefore, we’re very pleased that Dele is coming on board to support us in our new, purpose led journey. 

“Dele knows better than anyone what it means to reach and stay at the top and also exhibits true passion and professionalism that is so prevalent in our own competitions. We look forward to working with Dele to develop our talent, utilise his advice and skill set to guide EXCEL forward and help us ensure we aren’t being complacent with our new ambition.”

As part of the partnership, Alli will provide EXCEL’s esports players with the opportunity to benefit from his experience to develop their own psychological skill set, including how to deal with pressure, overcome challenges, and bounce back from defeat. The England midfielder will also be given the opportunity to become fully immersed in EXCEL, allowing him to understand how esports brands operate, in order to expand his knowledge of the industry.