As a natural progression from the pioneering partnership with parent company, BT, EE’s sponsorship of EXCEL was a unique opportunity to position EE as a leading network provider within the gaming and esports community, and play a critical role in a new era for the British organisation.
EXCEL represented a young, engaged audience immersed in digital technologies. The requirements of players and fans alike resonated with EE’s desire to enhance the lives of gamers through connectivity, carving out a role that no other EE competitor had capitalised on before. Following the pandemic, EXCEL provided EE a chance to support the team’s critical growth to a Tier 1 organisation and promote high-speed, reliable internet to the growing UK gaming audience. EE supplied premium broadband to EXCEL’s brand new training facility in Shoreditch, a hub where players scrim, top creators stream and a live-content house operates. The partnership showcased EEs ability to ‘power’ fellow British brand – EXCEL, driving success for the entire organisation during its breakthrough moment.
Five entertaining sprints drove awareness of EE’s Full Fibre Internet, inclusive of XL talent, use of digital channels and crossover activations with the FA and EA. EE showcased its ability to allow gamers to seamlessly enjoy their ultimate passion, even under the most strenuous of bandwidth tests.
The year’s campaigns have culminated in nearly 16 million impressions, 780,000 total interactions and an extremely strong engagement rate of 5.25%, as well as significant uplifts in brand sentiment and product preference – exceeding all expectations.