British esports organization Excel Esports is partnering with UK-based retailer JD Sports Fashion, organizing announced today. The retail company will be featured on Excel’s jerseys in 2022.
Excel has entered into a number of different partnerships that have helped elevate its brand beyond eSports in the UK. But this partnership with JD is the e-sports organization’s first foray into fashion and retail.
“Through this partnership, JD SPORTS will reach the casual gaming audience and compete on some of the biggest titles globally, and deliver the world’s first virtual and digital experiences. gender,” said Peter Cowgill, executive chairman of JD Sports.
Many brands that are not endemic to e-sports have begun to enter the e-sports and gaming arenas. This partnership marks an ongoing interest in combining fashion and e-sports as the new industry continues to grow in popularity.
JD will also have exclusive naming rights to Excel’s academy roster who are currently competing in the North League of Legends Championship (NLC). Formerly known as BT Excel throughout 2021, the new academy roster will play under the JDXL name in the near future.
“We are delighted to announce JD SPORTS as our new partner,” said Excel CEO Wouter Sleijffers. “JD SPORTS is a pioneer in sports retail and we believe our partnership will unite the gaming and sports communities on a level never seen before. We are looking forward to fans and sportswear enthusiasts alike to immerse themselves in the incredible experiences this partnership will bring. ”
Excel has increased $23.7 million funding in two rounds and is currently competing in FIFA, Fortnite, VALUABLE, and specifically League of Legends. Main of the organization League the team will soon compete in 2022 LEC Spring Split starting today, January 14. Excel will face G2 Esports in the first game of the season at 1pm CT.
https://dotesports.com/business/news/excel-esports-partners-with-jd-sports-fashion Excel Esports cooperates with JD Sports Fashion