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BT dials up activity with Excel sponsorship


By John McCarthy, Opinion Editor

January 10, 2020 | 3 min read

BT has come aboard as the lead sponsor of Excel Esports, days after the gaming firm made senior hires and set out bold brand-building plans.


BT deepens esports activity with Excel sponsorship

After just this week securing a new chief executive in Fnatic's Wouter Sleijffers and a top Adidas football marketer Robin McCammon, it has attracted a top UK sponsor with its pitch to be the British brand of esports.

BT, which also sponsors all the national football associations in the UK is building a significant esports presence. Now it has signed a multi-year sponsorship agreement to become the esport firm's exclusive lead partner.

As a result, the new BT logo is to appear on all kit worn by Excel, including the League of Legends European Championship (LEC) team. Furthermore, the Excel UK League Championship (UKLC) team has been officially renamed BT Excel.

The link between a telecom company and an esports team is immediately clear, BT will provide connectivity and infrastructure for Excel’s HQ. Esports and online gaming has become a bigger part of BT's marketing, with gamers ever vigilant against lag and bad connections.

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.”

Robin McCammon, chief commercial officer, Excel Esports, said: “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.”

Excel Esports partners include Neosurf, Belong Gaming Arenas and HyperX.

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