EXCEL ESPORTS partners with fitness company Eleiko
Tom Daniels 28 January 2021
UK-based esports organisation EXCEL ESPORTS has partnered with fitness equipment manufacturer Eleiko.
The partnership will see Eleiko supply fitness equipment to the organisation's League of Legends European Championship (LEC) team in order to 'better EXCEL's performance strategy'.
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Following on from its rebranding and new 'power of better' ethos, EXCEL has emphasised the importance of health, well-being and fitness in esports. To highlight this, the organisation's League of Legends players are provided with performance programmes, spearheaded by the team's Head of Performance Fabian Broich and Performance Manager Simon Bayer, which include both physical and psychological training.
EXCEL players will use Eleiko equipment to support the individual and team training regimes which will be implemented throughout the 2021 Spring Split.
Robin McCammon, the Chief Commercial Officer at EXCEL ESPORTS, commented: "At EXCEL improvement never stops and we are always striving to be better. We have big ambitions for 2021 and it's great to work with a partner like Eleiko who really understands the fitness environment and can provide us with the tools to reach our goals.
"Performance is a real focal point at EXCEL and it's great we are able to provide our players with world-class equipment where they can train in a safe environment."
EXCEL is not the only esports entity to highlight the importance of health and fitness in the industry. Fellow LEC competitor Team Vitality also recently secured a range of health-related partnerships in 2021. This year alone the French side partnered with gym equipment company Incept, as well as Garmin and Aldi in France.
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Erik Blomberg, Eleiko's CEO, also spoke on the collaboration: "At Eleiko, we understand the difference a sharp mind and body makes. Strength training provides esports athletes with a competitive edge: enhanced memory, endurance and cognitive functions, faster reaction time and greater grip strength.
"We are proud to support EXCEL's LEC team in their high-performance training as well as in their esports success."
Eleiko has been named as the official fitness equipment supplier of EXCEL. The firm joins the likes of BT, Belong, and HyperX as a partner of the organisation.
Esports Insider says: With every passing year there seems to be more of a focus on health, fitness and well-being in esports. As the sector continues to professionalise, at all levels, it is imperative that players remain in peak condition, both in the game and outside of it. Partnerships like EXCEL and Eleiko continue to highlight the growing need to establish fitness options and training routines for top-tier esports organisations.
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