London-based esports organization Excel Esports has announced an extension of its partnership with U.K. PC manufacturer Chillblast. The deal includes the launch of several Excel-branded PC towers.
Earlier this year, Excel signed a multi-year deal with British Telecommunications (BT) to serve as the organization’s lead sponsor.
Unlike the Overwatch League or Call of Duty League, teams in the League of Legends European Championship (LEC) do not officially represent any region or city. However, several teams have made efforts to position themselves as the de facto team for a specific country, such as OverActive Media rebranding its Splyce team to the Spanish organization MAD Lions. Excel has similarly positioned its branding, social media, and partnership strategies to represent itself as the league’s British team, including establishing its headquarters in Twickenham Stadium.
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