EXCEL ESPORTS Reveals Brand Refresh Emphasizing ‘The Power of Better’

British esports organization EXCEL ESPORTS has unveiled a comprehensive brand update complete with new logo, colors, and a vision for the company built around the mantra “The Power of Better.” The concept emphasizes “a commitment to improve in everything [EXCEL] does and to use its platform to have a positive impact on the wider gaming and esports community.

“For EXCEL, it’s of course important that we grow out to have a large fanbase…but [we also want] to have something that people can relate to more than just for winning a game,” EXCEL CEO Wouter Sleijffers told The Esports Observer. He explained that while the organization will remain focused on winning as its first priority, the brand will evolve to better allow people to associate with it beyond being simply a competitive esports team. 

Sleijffers joined EXCEL at the start of this year, having previously served as CEO for Fnatic (another British organization). In February, the organization brought on former Leaders head of marketing Milly Preston for the same position. EXCEL also locked in a multi-year partnership with British Telecommunications. 

While the part of the brand refresh will see EXCEL begin to expand its brand presence, the company will remain committed to the equity it has built as a British brand and keep its operations largely “close to home.”

“At EXCEL we have unlimited ambitions in the games we compete in, what we want to become as a team and as a brand,” Sleijffers said. “It’s now time for us to take our next step to grow as a globally recognized, respected, and loved competitive gaming brand from Britain.”

As part of this “Power of Better” initiative, EXCEL will launch a series of whitepapers for gamers. The first entry in the series was created by EXCEL’s head of performance Fabian Broich and explores common injuries gamers experience and offers suggestions on how to improve individual performance through lifestyle balance.

EXCEL currently competes in the LEC and has signed Fortnite player Jaden “Wolfiez” Ashman, who finished second at the 2019 Fortnite World Cup Duos competition.