Telecom firm BT has become the first major UK brand to sponsor an esports team after it signed a multi-year deal with Excel Esports.
Announced today, the deal sees BT become the exclusive lead partner of the UK-based esports organisation, which was one of the founding partners of the League of Legends European Championship (LEC).
BT will provide connectivity and infrastructure for Excel's headquarters, the BT logo will appear on all Excel team kits, and the UK League Championship (UKLC) team has been rebranded as BT Excel.
"We couldn't be more proud to be playing a part in BT's first steps into the world of esports," said Excel Esports co-founder and chief gaming officer Kieran Holmes-Darby.
"It's great to work with a partner that understands the importance of developing the grassroots ecosystem in professional gaming.
"Excel is known for nurturing UK talent, which is why we invested in training facilities at Twickenham Stadium and is also why BT is fantastic partner because they can help provide us with the infrastructure we need to improve our players performance."