Excel Esports, the prominent UK-based esports operation, has unveiled a rebrand to assist drive growth moving forward.

The team, which competes in significant video games Fortnite and League of Legends, has adopted a new visual identity, with the manifesto of ‘The Power of Better’, as it looks for to have a positive influence on the wider video gaming and esports industry.

Excel, which introduced in 2014, claims to be aiming to evolve as a professional esports group, “steering beyond the over-used ‘way of life’ esports brand and taking a brand-new unique path in esports that will see it driven by efficiency and including function.”

The team features in the League of Legends European Champion, the continent’s most-watched esports tournament for among the world’s biggest video games, and Fortnite where it is represented by star gamer 16-year-old Jaden ‘Wolfiez’ Ashman (envisioned) who famously won over $1.1 million in the 2019 Fortnite World Cup.

Earlier this year, Excel registered UK telecoms giant BT as lead partner and broadened its leadership group with the arrival of new president Wouter Sleijffers and chief commercial officer Robin McCammon, the previous director of worldwide sports marketing at Adidas.

Kieran Holmes-Darby, co-founder and chief video gaming officer of Excel, said yesterday: “Over the last 6 years, Excel Esports has seen enormous growth, changing from a bedroom hobby into a professional competitive gaming brand with gamers contending in the world’s greatest esports.

” When Excel was established we desired our identity to be motivational, competitive, and allow people to easily support us in-game with the XL tag. As we head into this next stage of our journey, it’s terrific to be able to showcase our roots and preliminary passion, whilst establishing our brand so that it is fit for our future aspirations.”

Earlier today, USA-based Immortals Video Gaming Club and the UK’s Fnatic revealed brand-new fundraising rounds had actually raised $26 million and $10 million respectively as the esports sector continues to gain from personal financiers keen to take advantage of its young and mushrooming audience and perceived financial potential.