British Telecom (BT) has announced its exclusive partnership with Excel ahead of the 2020 League of Legends European Championship (LEC) season. As one of the leading esports organizations in the United Kingdom, Excel has bagged themselves a multi-year contract with one of the biggest broadband companies in the United Kingdom, further establishing and legitimizing the growth of esports in both the United Kingdom and Europe.
We're excited to announce that we've teamed with major esports team @EXCEL as their exclusive lead partner.
The BT logo will be prominent on all kit worn by their League of Legends European Championship and UK League Championship teams. pic.twitter.com/9h2BWIpDWH
— BT (@bt_uk) January 10, 2020
The new multi-year sponsorship between Excel and BT provides the British organization a multitude of benefits including BT providing Excel with connectivity and infrastructure development for Excel’s HQ which is located at Twickenham Stadium, England. Their new jersey will also feature BT as their primary logo which will be worn by both the LEC team and the UK League Championship (UKLC) team, who have also been renamed to “BT Excel” as part of the new deal, unifying the British esports organization and telecommunications company to represent British esports on a international level.
Marketing Communications Director at BT, Pete Jeavons, had his say on the newly formed partnership, Jeavons 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 realize their potential”.
Robin McCammon, Chief Commercial Officer at Excel Esports too had his say on the addition of BT to the Excel family, McCammon 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.”
The addition of BT to Excel’s list of sponsors marks the second British sponsorship alongside Belong Gaming Arenas, and for Marc “Caedrel” Robert Lamont, the only British member on the starting roster for Excel’s LEC team hopes this year will be the most successful year of his career.
The League of Legends European Championship series starts on January 24 where Excel will compete with not only a new roster and coaching staff, but with a multinational telecommunications company as their primary sponsor. For all the information on the new starting rosters for the 2020 LEC season, see our roster tracker.
Adam is a master's degree student studying esports at Staffordshire University. He is originally from Manchester, UK, and possesses an unrivaled passion for everything esports.