EXCEL Esports Partners With HSBC UK

London-based esports organization EXCEL Esports entered into a strategic partnership with HSBC UK in March 2023. The collaboration designates the financial institution as the official financial services partner and financial health provider for the organization. While the specific financial terms of the agreement remain undisclosed, the partnership focuses on promoting financial literacy among young people and entrepreneurs.

The core objective of the collaboration is to leverage EXCEL’s platform to disseminate educational content regarding money management, saving, and prudent investment strategies. This initiative aligns with the broader HSBC UK Education Network, which has previously facilitated financial skill-building for over 445,000 young individuals. The partnership integrates this educational mission through collaborative content creation, activations, and prominent branding across EXCEL’s social media and streaming channels. Additionally, the HSBC UK brand is featured on the jerseys of all EXCEL competitive teams.

The scope of the partnership encompasses EXCEL’s active rosters in Valorant, League of Legends, and FIFA. This deal adds to the organization’s existing portfolio of commercial partners, which includes brands such as Just Eat, JD Sports, and Sony INZONE. The announcement occurred during a period of broader volatility in the UK banking sector, shortly after the acquisition of the UK branch of Silicon Valley Bank by HSBC. By engaging with the esports demographic, the partnership seeks to bridge the gap between traditional financial services and the digital-native audience within the competitive gaming industry.