British esports organisation Excel Esports has agreed a sponsorship package with UK-based retailer JD Sports Fashion that will see the familiar JD Sports logo and brand identifiers appearing on Excel jerseys through 2022.
JD Sports will also have exclusive naming rights to Excel’s academy roster, currently competing in the Northern League of Legends Championship. Previously known as BT Excel, the academy roster will now play under the name JDXL.
This deal is Excel’s first step into the fashion and retail space and Peter Cowgill, Executive Chairman of JD Sports commented: “Through this partnership, JD Sports will embrace casual and competitive egaming audiences across some of the biggest global gaming titles, whilst also delivering world-first digital and virtual experiences.”
“We are thrilled to announce JD Sports as our new partner,” Excel CEO Wouter Sleijffers said. “JD Sports is a pioneer within the sports retail industry, and we believe our partnership will unite gaming and sports communities on a level never seen before. We are looking forward to fans and sports fashion enthusiasts immersing themselves in the incredible experiences this partnership will deliver.”
Excel has raised $23.7m in funding over two rounds and currently competes in FIFA, Fortnite, Valorant and League of Legends.
