Excel Esports launches XLHQ training facility in Twickenham



Linkedin Twitter

Excel Esports at Twickenham Image: MJR Group Ltd.

UK-based Excel Esports has entered into a strategic collaboration with Twickenham Stadium to become its resident Esports team, The Esports Observer reported, adding that XLHQ, a dedicated training facility within the stadium, was unveiled to members of the press recently.

Located in Twickenham, England, the 82,000-seat stadium is home to the Rugby Football Union and frequently hosts other events such as concerts and conventions. Excel was unable to comment on the terms or length of the collaboration, the report stated.

“We’ve been discussing strategic initiatives around Esports with the team at Twickenham Stadium for more than a year now,” The Esports Observer quoted Kieran Holmes-Darby, Managing Director of Excel Esports, as telling them.

“With the team here already putting on some fantastic Esports events within the stadium, it felt like the logical next step for them was to have an official resident Esports team setup with their own space. There are a whole host of projects and activations that we can create from this alliance and we look forward to bringing these to life for our communities.”

XLHQ will offer the organization a variety of performance benefits, Holmes-Darby explained, including the ability to create different training environments for solo play, streaming, team practice, or video reviews.

“The separation of training and living space is a vital component of our approach that differentiates us from a lot of other teams in Europe,” said Holmes-Darby. “Basing this facility in Twickenham Stadium enables us to speak with Performance Experts from outside of Esports and gives us considerable legitimacy when engaging with them.”

In addition to training, the collaboration will provide Excel with a physical space it can use to activate brand partners.

“It is really important for us to gain this credibility with a wider audience of people,” he added. “Also, working with the team at Twickenham Stadium opens us up to a great breadth of commercial expertise. This collaboration will thus expand our commercial offering.”

Previously known as “ExceL”, the organization rebranded prior to its debut LEC season with a new logo and name styling—EXCEL, Excel, or Excel Esports. It also released a new clothing line that was produced by Esports apparel company Raven.

Excel currently fields rosters in League of Legends, Hearthstone, and World of Warcraft.

Although the LEC is not geolocated like the Overwatch League, Excel appears to be working to establish itself as the UK “home team” for LEC fans.

“We are establishing ourselves as a top tier European Esports organization but we are certainly keen to asset our UK roots,” said Holmes-Darby. “We feel this gives us a unique space within the Esports industry, allowing fans of Esports within the UK to have a team that they can root for. Aligning with a household name when it comes to traditional sports stadiums here in the UK certainly strengthens this branding play.”

Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.

Coliseum facilitates a dialogue between stadiums, arenas, clubs, leagues and experts and enables them to learn from each other while establishing relationships. Coliseum’s digital 365Coliseum Business Center is a vast pool of resource for the stadium and arena industry world-wide.




« Previous News:
» Next News:


More News

Germany back with 20 per cent fans

COVID damper on Bundesliga opening fixture!

Published: September 18, 2020

Rising coronavirus cases overnight at Munich in Germany has come as a big disappointment for the... » Read more

MLS Canadian clubs play games on US soil

MLS Canadian teams to play in US stadia

Published: September 18, 2020

The Canadian teams of Major League Soccer (MLS) will all play their next three matches of the... » Read more

China Shanghai Pudong Stadium opening

China’s Pudong Stadium off the ground

Published: September 18, 2020

Shanghai (China) Pudong Football Stadium, the new home of Chinese Super League club Shanghai SIPG... » Read more

Italy change of law for stadium builds

‘Sbloccastadi’ boost to Italy stadia revamp

Published: September 18, 2020

The official ratification of a new legislation designed to give a shot in the arm to the... » Read more


Newsletter sign-up