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UK esports organization Excel Esports teamed up with UK-based retailer JD Sports Fashion, org announced today. Retail companies will be plastered all over Excel T-shirts by 2022.
Excel has been involved in numerous partnerships that have helped to elevate its brand beyond the UK esports scene. But this partnership with JD is the esports organization’s first step into fashion and retail.
“Through this partnership, JD SPORTS will embrace both casual and competitive e-gaming audiences across some of the biggest global gaming titles, while also delivering the world’s first digital and virtual experiences,” said Peter Cowgill, executive chairman of JD Sports.
Many non-endemic esports brands are starting to penetrate the esports and games sector. This partnership marks a continuing interest in blending fashion and esports as the new industry grows in popularity.
JD will also have the exclusive naming rights for the Excel academy roster, currently competing in the North League of Legends Championship (NLC). Previously known as BT Excel throughout 2021, the new academy roster will play under the JDXL name in the future.
“We are very pleased to announce JD SPORTS as our new partner,” said Excel CEO Wouter Sleijffers. “JD SPORTS is a pioneer in the sports retail industry, and we believe our partnership will bring the gaming and sports community together on a level never seen before. We look forward to sports fans and fashion enthusiasts immersing themselves in the incredible experiences this partnership will provide.”
Excel has improved $23.7 million in funding over two rounds and is currently competing in FIFA, Fortnite, VALORANT, and that is League of Legends. Main organization League teams will soon be competing in the LEC Spring Split 2022 starting today, January 14th. Excel will take on G2 Esports in the first game of the season at 1pm CT.
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