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- Excel Esports has added Belong Gaming Arenas as its official arena partner.
- The team’s League of Legends European Championship (LEC) team will wear Belong branding on its jerseys.
- The companies will also collaborate on events, as well as activations at Belong’s 22 esports arenas across the United Kingdom.
Excel Esports has announced a deal with Belong Gaming Arenas, making the company Excel’s official arena partner.
Belong Gaming Arenas has 22 locations across the United Kingdom, each with its own local team (like the Manchester Swarm and Bristol Brawlers) for amateur players to participate in. Each arena is outfitted with gaming PCs and consoles, and hosts local events and competitions in addition to battles between opposing arenas.
Excel’s League of Legends team, which competes in the League of Legends European Championship (LEC), will wear Belong Gaming Arenas branding on its jerseys. The companies will also collaborate on esports events, such as TwitchLDN, Insomnia 65, and Insomnia 66, and hold activations at Belong’s venues.
“Everyone at Belong is delighted to be strengthening our partnership with Excel. We are looking forward to working with the Excel team to bring their fans and our community together with exciting new events and content,” said Belong’s head of esports and partnerships Mary Antieul, in a release. “We’ll be cheering them on in their upcoming LEC fixtures, and are excited to see the team perform on the Rift!”
In April, Excel announced that it had established a dedicated training facility dubbed XLHQ at England’s Twickenham Stadium. The 82,000-seat stadium is home to the Rugby Football Union and hosts concerts and events. It provides Excel an opportunity to have a separate training space from its living space, as well as a chance to work with performance experts from outside of the esports industry.
In an interview with The Esports Observer in April, Excel co-founder and managing director Kieran Holmes-Darby suggested that establishing a facility at Twickenham Stadium also “[allowed] fans of esports within the UK to have a team that they can root for.” He also said that the partnership opened the team “up to a great breadth of commercial expertise” that could help it attract further commercial partners.