esports: JD Sports succeeds BT as main partner of British team Excel Esports (LEC) in 2022

JD Sports, a British sporting goods retailer, has become the main partner of Excel Esports (nicknamed "XL") from 2022, announced the British team on 14/01/2022. This is the first esports sponsorship deal for JD Sports, which is currently the sleeve sponsor of Norwich City FC (Premier League).

As part of the agreement, the UK retailer will display its logo (large) on the front of Excel Esports' League of Legends European Championship (LEC, Riot Games) shirts as well as on the back of the shirts (small). JD Sports also became the title sponsor of Excel's 2^nd team ("JDXL") which plays on LoL in the Northern League of Legends (NLC).

The sporting goods retailer succeeds the British telecommunications group BT (British Telecom), Excel Esports' main shirt sponsor in 2020 and 2021. BT was also the team's presenting partner in the LEC.

EE (formerly Everything Everywhere, telecoms), HyperX (headsets), Beyond NRG (energy drinks) and Anda Seat (gaming chairs) are the other partners of the British team based at Twickenham Stadium (London, offices and training centre).