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BT joins esports sponsorship scene with major Excel deal

UK telco BT has today (Friday) made its first move into esports sponsorship through a major multi-year agreement with UK-based organisation Excel Esports.

As the exclusive lead partner of the organisation, BT will benefit from brand exposure on all kit worn by Excel, including the League of Legends European Championship (LEC) team.

The Excel UK League Championship (UKLC) team has also been officially renamed BT Excel as part of the agreement. BT will also provide connectivity services to Excel to boost training and performance levels.

The LEC comprises the top 10 teams in Europe, while the UKLC is the official regional league. Excel will wear its BT-branded kit for the first time this weekend during the Neosurf Cup at London’s Twickenham Stadium, where the team’s headquarters and training facility are based.

Pete Jeavons, marketing communications director at BT, said: “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.”

The deal has been signed after Excel earlier this week appointed adidas’ former director of global marketing Robin McCammon as its chief commercial officer and named Wouter Sleijffers, a former chief executive of Fnatic, as its new chief executive.

McCammon said: “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.”

Excel’s 2020 jersey will feature in an upcoming BT campaign and is also available for the public to buy online from today.