Endpoint extend partnership with CeX in landmark 7-figure deal

Dom Sacco, Senior Editor

Last Updated: 21/06/2025

UK esports organisation Endpoint have announced they’re extending their partnership with technology retailer CeX, as part of a huge seven-figure agreement.

This five-year, equity-linked deal will allow Endpoint to be able to guarantee their full-time staff and move forward plans to establish the organisation’s headquarters in Sheffield.

As CeX will now own a part of Endpoint, the org will be known as Endpoint CeX on socials and in games going forwards, and in other instances they will be known as Endpoint as usual.

“The scope and duration of this seven-figure deal is groundbreaking for a UK domestic organisation, providing a lengthened period of security for a brand growing at scale,” read a press release.

The partnership brings a more collaborative relationship between Endpoint and CeX, which will see Hugh Man and Frank Orchard, chairperson and franchise director of CeX respectively, join the Endpoint board in non-executive roles as they look to help grow the brand to the global stage.

Endpoint announced their initial partnership with CeX in early 2020, with a focus on community building and turning gamers and esports fans towards more ecological options for upgrading their hardware.

This renewal comes during an exciting time for Endpoint, seeing their homegrown teams challenging global contenders across their respective titles.

Endpoint’s CSGO roster is competing in the current season of the top-tier ESL Pro League. This promotion came from years of competing through local, national level competition and ESL’s Path to Pro system.

Endpoint’s Rocket League team are also currently competing within the RLCSX against the best teams in the world. As a top 8 team in Europe, they’re pushing for a spot in the $1m world championships at the end of the season.

Adam Jessop, Endpoint CEO, said: “CeX’s support has been great this year and this landmark deal will enable us to build upon our sustainable business for the next five to ten years.

“Hugh and Frank coming on board will bring a wealth of experience with them that will help us elevate our existing operations.”

Hugh Man, chairperson at CeX, added: “We are delighted to strengthen our relationship with Endpoint who continue to grow in stature not only within the UK esports arena, but also on the global stage.

“CeX was founded by people with a deep passion for video games and all things tech, so our association aligns well with our shared ambition to have a dominant presence in the online gaming space while continuing to establish and grow our CeX brand worldwide.”

Endpoint and their CSGO team are currently preparing to compete in the ESL Pro League Season 13, with their group starting play tomorrow (Thursday March 25th 2021).

Endpoint rebranded just over a year ago and entered Rocket League.

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Dom Sacco, Senior Editor

Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He has almost two decades of experience in journalism, and left Esports News UK in June 2025. As a long-time gamer having first picked up the NES controller in the late '80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He also previously worked as head of content for the British Esports Federation.

All Posts By Dom Sacco