JD Sports signs new deal with gaming culture brand EXCEL esports

JD Sports
The partnership is part of JD's plans to build its profile among the younger consumer demographics
// JD Sports signs new deal with EXCEL ESPORTS
// The deal that will see JD’s logo worn by EXCEL ESPORTS’ roster of players

JD Sports has reportedly struck a commercial partnership with gaming culture brand EXCEL ESPORTS.

The sports goods retailer agreed a deal that will see its logo worn by EXCEL ESPORTS’ roster of players who compete in games including FIFA, Fortnite and League of Legends.

The deal comes after JD Sports executive chairman, Peter Cowgill sold half his stake in the business, worth over £20 million.


READ MORE: JD Sports lifts annual profit guidance after ‘robust’ Christmas trading


The partnership is part of JD’s plans to build its profile among the younger consumer demographics, Sky News reported.

It will include exclusive naming rights to EXCEL’s academy roster, which competes in the Northern League of Legends Championship, and which will be rebranded as JDXL.

Cowgill said the deal would allow JD Sports to “embrace casual and competitive e-gaming audiences across some of the biggest global gaming titles, whilst also delivering world-first digital and virtual experiences”.

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