Saturday, July 2, 2022

Excel officially announce partnership with JD Sports as BT logo is removed from website

British eSports organization Excel Esports today officially announced their partnership with well-known British sports fashion retailer JD Sports.

The JD logo is now in the center of Excel Esports’ new jersey, along with Beyond, EE, HyperX and the LEC logo.

As part of the partnership, the JD logo will also feature on all of Excel’s rosters, which include FIFA, Valorant and Fortnite, and take center stage as part of Excel’s League of Legends premier team competing in the LEC.

JD will also have exclusive naming rights to Excel’s Academy Roster, which competes in the Northern League of Legends Championship (NLC), henceforth known as JDXL. The team was known as JDXL on the NLC all week, but no announcement has been made to date.

“We are very pleased to announce JD Sports as our new partner. JD Sports is a pioneer in the sports retail industry and we believe our partnership will unite gaming and sports communities on a level never seen before.”

Wouter Sleijffers, Excel Esports

So what does this mean for Excel’s partnership with BT, first announced two years ago?

BT previously featured on the front of Excel’s jerseys and the League of Legends academy team was known as BTXL until this year.

The BT logo has now been removed from the Excel Esports website, which currently includes the JD, EE, HyperX, and Beyond logos.

However, Esports News UK understands that Excel’s deal with BT may not have ended that way – we’ll update this article with any developments in this regard as they occur.

Wouter Sleijffers, CEO of Excel Esports, commented on today’s announcement: “We are very pleased to announce JD Sports as our new partner. JD Sports is a pioneer in the sports retail industry and we believe our partnership will unite gaming and sports communities on a level never seen before.

“We look forward to fans and sports fashion enthusiasts immersing themselves in the incredible experiences this partnership will provide.”

Peter Cowgill, Executive Chairman of JD Sports added: “We are delighted to announce our partnership with Excel Esports. Through this partnership, JD Sports will appeal to casual and competitive athletes in some of the largest global gaming titles while delivering world-first digital and virtual experiences.

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