esports: Just Eat (meal delivery service) enters the discipline by becoming a partner of Excel (GBR)

Just Eat (Takeaway.com), a Dutch meal delivery company, has signed its first esports sponsorship deal with the UK-based organisation Excel (LEC), on 13/04/2022.

"With a focus on authentic engagement, Just Eat and Excel will collaborate on content, experiences and events both virtually and physically. Fans will have access to exclusive content which will include never-before-seen insights from Excel's roster of players. The partnership will also focus on creating experiences that support good causes and help bring the gaming community together," explained the British team based at Twickenham Stadium (London, offices and training centre).

Just Eat is already involved in football sponsorship, notably with UEFA as an official partner for 11 competitions, including the Champions League (2021-2024). The company based in Amsterdam (NED) committed €684m in marketing spend in 2021, up from €368m in 2020.

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