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

excel esports jd sports jersey

UK esports organisation Excel Esports have today officially announced their partnership with well-known UK sports fashion retailer JD Sports.

The JD logo now features on the centre of Excel Esports’ new jersey, with Beyond, EE, HyperX and the LEC logo also featuring on it.

As part of the partnership, the JD logo will also be featured across all of Excel’s rosters which include FIFA, Valorant and Fortnite, and will take centre stage as part of Excel’s League of Legends first 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) and will be known going forward as JDXL. The team has been known as JDXL all this week in the NLC, however an announcement had not been made until today.

“We are thrilled to announce JD Sports as our new partner. JD Sports is a pioneer within 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, which was first announced two years ago?

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

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

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

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

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

Peter Cowgill, executive chairman of JD Sports, added: “We are excited to announce our partnership with Excel Esports. Through this partnership, JD Sports will embrace casual and competitive esports audiences across some of the biggest global gaming titles, whilst also delivering world-first digital and virtual experiences.

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