BT has signed a new multi-year contract with Excel Esports to become their exclusive lead partner for the League of Legends European Championship (LEC) and UK League Championship (UKLC) teams. As well as BT branding featuring prominently on the chest of both teams’ jerseys, they will provide world-class connectivity to help Excel train and perform at the highest levels.
Strive Sponsorship worked alongside both organisations on the strategy that underpins the collaboration and also acted as an advisory during negotiations. The relationship is a sign of Excel’s quick progression as a team since it joined the LEC last year. It’s also another big step for Strive Sponsorship as a growing business and further establishes our credentials in the esports industry.
It’s such an exciting time for Excel as BT has the ambition, power and expertise to drive them towards their bold targets. As BT does that, they will not only help Excel fulfil their huge potential but help UK esports as a whole move forward and realise its potential for players and fans. For Strive, it’s exciting to be involved in the creation of a new partnership featuring a non-endemic brand which will bring immense value to each party and hopefully act as a catalyst for the wider sector.
The LEC is Europe’s regional league within League of Legends where only the top ten teams in Europe get to compete, and the UKLC is the UK’s official national league. League of Legends is the world’s most popular esport with last year’s World Championship breaking records with more than 44 million unique viewers. As part of the agreement Excel’s UKLC team will now be officially renamed BT Excel.
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.
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.
We couldn’t be prouder to be playing a part in BT’s first steps into the world of esports. It’s great to work with a partner that understands the importance of developing the grassroots ecosystem in professional gaming. Excel is known for nurturing UK talent, which is why we invested in training facilities at Twickenham Stadium and is also why BT is a fantastic partner because they can help provide us with the infrastructure we need to improve our player’s performance. This is an incredible start to what will be a defining year for us and our teams, and we can’t wait to work together.
Excel’s 2020 jersey will feature in an upcoming BT campaign and be made available for the public to purchase from the Excel Esports merchandise shop today.
If you’re looking for advice from an esports agency, Strive Sponsorship can help. Contact us for more information and to discuss your needs.