Excel Esports Teams Up with JD Sports and Bioflow

21.12.2022

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Carl Hughes Betting Expert

Updated:December 21, 2022

UK-based eSports organisation Excel Esports has announced this week two new additions to its list of partners – JD Sports and Bioflow. JD Sports and Excel Esports will be launching a joint podcast, XL BootRoom, which will be devoted to uniting the fans of traditional football and the competitive gaming eFootball. Further to this, the new partnership with Bioflow means that Excel Esports players will be supplied with their famous magnetic therapy wristbands, as well as other Bioflow products.

Excel Esports, founded in December 2014 in London, is known for its competitive gaming and eSports rosters in a number of events such as League of Legends, Fortnight Battle Royale, and Valorant tournaments. Its first success was in February 2015 when they won first place at the GFINITY FIFA Invitational. In 2016, the competitive gaming team qualified for the Call of Duty World League S1. The organisation rose to fame in 2018 when the creators of League of Legends (LoL), Riot Games, announced that the Excel Esports roster will be one of the ten teams competing in the League of Legends European Championships in 2019. In the same year, the organisation formed a World of Warcraft roster and participated in WoW’s Mythic Dungeon Invitational under the team name Excel’s Angels. In 2021, Excel Esports started competing in Valorant. The training facility for the organisation’s competitive teams is based at Twickenham Stadium.

Since its creation, Excel Esports has continually expanded and has worked with a number of recognised brands such as BT Mobile, HP Inc., Cooler Master, and Zip Buddy. Currently, Excel Esports has 35 employees, not counting the players in their rosters. In 2022, a major milestone in its expansion was announced when the organisation bought the German eSports eLearning platform Hitcap.

The competitive gaming events in which Excel Esports participates are extremely popular in the United Kingdom. Fans of competitive gaming have the option to bet on them on various online eSports betting sites such as bet365, Unibet, and 888sport, who all provide a variety of excellent markets, features, and odds. With great introductory offers for new customers and an abundance of free bets and promotions, competitive gaming bettors in the UK can be sure to find the best customer experience. .

The partnership with UK sports apparel giant JD Sports will see the creation of a brand new podcasts delivering content on all things eFootball. The podcast will initially feature 6 episodes, and the topics discussed will include the UK’s football scene, the 2022 World Cup, FIFA eSports, FIFA23, and football fashion. The podcast comes just in time as Excel Sports has just had a brand new bespoke content production studio based at Excel Headquarters in Shoreditch. The state-of-the-art studio features custom FIFA23 designs and true immersive eSports atmosphere. Professional eSports FIFA players Tom ‘Tom’ Leese and Spencer ‘Gorilla’ Ealing will be hosting the podcast. Both of them are high ranking eSports competitive gamers playing for Excel Esports. ‘Tom’ has achieved No. 1 in the European Rankings for the past 2 years, and ‘Gorilla’ is a 5-time GFINITY FIFA Champion.

Speaking about the partnership, Excel Esports Head of Partnerships Sha Rasti said:

“We are thrilled to announce the launch of our new podcast, XL BootRoom, alongside our partner JD. […] we believe through XL BootRoom we have the opportunity to help to further connect these two very similar communities together. Touching on current news topics across football and competitive FIFA, listeners can expect competition, insight and comedy throughout the season!”

In terms of the partnership with Bioflow, this is believed to be due to the effect the company claims is achieved through wearing its magnetic bands – according to Bioflow, the bands help increase athletes’ performance. Discussing the deal, Excel Esports Commercial Director Mark Carter said:

“With musculoskeletal injuries being such a widespread concern amongst esports players, Bioflow can make a real impact on our player’s physical health. Bioflow’s game-changing products will enable our players to recover more swiftly, which will help to maximise training and competition time at major events”

Bioflow was founded in 1991 and has a vast experience in the wellness industry. The company has a recently-created eSports division – Bioflow Esports, which works to design and create products targeted at competitive gamers, both in terms of function and design. Previous partners and ambassadors of Bioflow include popular sporting figures such as golfer Lee Westwood and cricketer Johnny Bairstow.

The continuing expansion of Excel Esports undoubtedly means that we will see the organisation’s roster represent the UK in more eSports events in 2023. We will follow its performance in successes and report any important information here – please come back soon for more news.

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Carl Hughes

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Carl Hughes

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Carl Hughes is a leading expert on sports and casino betting. Carl began his career with a BSc in Sport, Exercise and Health Sciences from the University of Birmingham before working within the industry for some of the bigger names (GVC and Bet365) and has been praised as being "a leading sports betting commentator".