'EXCEL Esports,' a British esports organization, has partnered up with the UK-based sports lifestyle retailer 'JD SPORTS.' This collaboration names JD SPORTS as the holder of exclusive naming rights to the esports team. Due to this, EXCEL Esports has been renamed JDXL, a combination of the two brands' names.
As a direct result of this new partnership, the jerseys worn by JDXL players will feature JD SPORTS's logo as well as logos from the brand's sponsors, such as HyperX and Samsung. EXCEL Esports hopes that this collaboration will put the esports team in front of new audiences while delivering new experiences to existing audiences. While the two companies have not confirmed whether there will be consumer-facing JDXL merch available through JD SPORTS's online store, a future apparel collection is not unlikely.
Lastly, JDXL has announced that there will be a wide array of new digital and virtual experiences for fans of the organizaiton.
Image Credit: EXCEL Esports, JD SPORTS
What's Driving This Trend
- Esports-retailer Collaborations
- The trend of Esports-Retailer collaborations is disrupting the traditional sports merchandise industry by bridging the gap between online gaming and streetwear fashion.
- Brand Naming Rights
- The trend of Brand Naming Rights in esports is disrupting the traditional method of team and event naming in the sports industry by allowing brands to name teams and events instead of the teams themselves.
- Virtual Fan Experience
- The trend of Virtual Fan Experience is disrupting the traditional fan engagement methods for sports teams by providing innovative and unique opportunities for fans to connect with their favorite team and players without actually attending matches.
Who This Affects Most
- Esports
- This partnership can pave the way for similar collaborations and opportunities for the Esports industry to partner with global sports lifestyle brands for greater exposure and access to alternate revenue streams.
- Retail
- Retailers can leverage this trend of Esports-Retailer Collaborations to diversify their offerings and tap into the growing demographic of esports fans who are also interested in streetwear fashion and merchandise.
- Marketing
- With the rise of Brand Naming Rights and Virtual Fan Experiences in the esports industry, marketers have the opportunity to create unique and immersive experiences for fans through brand partnerships and events.
