Photo credits: EE, EXCEL
The British eSports organization EXCEL ESPORTS and the mobile network operator EE have extended their partnership for another three years.
After the first cooperation with EXCEL in 2020, EE will remain the main partner of the organization until 2025.
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As a result, EE will continue to power EXCEL’s headquarters in Shoreditch, London. Additionally, the company’s branding will remain on the jerseys of EXCEL’s LEC, VALORANT, and FIFA rosters.
EE outlined three “key goals” related to its partnership with the esports organization in a press release: inclusivity, culture and experience. It is expected that these ambitions will be integrated into the cooperation initiatives of EE and EXCEL throughout the transaction.
Previous collaborations between EE and EXCEL have included the Connected Club Cup, a national grassroots FIFA competition in the UK.
The past few months have been an interesting time for EXCEL. Earlier this month, the organization took another step into the education space with the acquisition of assets from esports e-learning platform Hitcap. In September, the organization’s former co-founder Kieran Holmes-Darby filed a lawsuit against EXCEL, which was later settled before a hearing.
In addition to EE, EXCEL’s other partners include JD, Just Eat and Yoyotech. As well as announcing its new headquarters earlier this year, the organization has been named a Duke of Edinburgh’s Recognized Activities Provider.
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Commenting on the deal, Pete Jeavons, Marketing Communications Director at EE, said: “The UK gaming community continues to grow and with our partners at EXCEL we look forward to leveraging our technology and networks to deliver new initiatives, experiences and services that benefit this community – at both the elite and grassroots level.
“We aim to become the number one gambling network in the UK and believe our work with EXCEL will be fundamental to achieving that goal.”
Tom has been part of the Esports Insider team since October 2020 and is currently the platform’s editor. When he’s not playing Football Manager, he enjoys covering the mobile esports scene and the betting industry.