eSports
EXCEL ESPORTS partners with fitness equipment manufacturer Eleiko to enhance LEC performance
The partnership will see Eleiko supply EXCEL ESPORTS’ League of Legends’ team with world leading fitness equipment, helping to better EXCEL’s performance strategy
British competitive gaming culture brand EXCEL ESPORTS has today announced a supplier partnership with the world leader in weightlifting equipment, Eleiko. As the Official Fitness Equipment Supplier, Eleiko will supply EXCEL’s League of Legends Championship (LEC) team with a selection of equipment at the player facilities in Berlin that will assist with performance and fitness training.
The announcement follows EXCEL’s brand update that saw it begin forging its own unique path in esports through its new belief in the Power of Better, which sees the team driven by performance and incorporates purpose in order to be better and create positive change in esports and gaming.
EXCEL ESPORTS’ League of Legends players are provided with a holistic, professional performance programme that incorporates both physical and psychological training and support and is spearheaded by the team’s Head of Performance Fabian Broich and Performance Manager Simon Bayer. The partnership with Eleiko will see the team utilise Eleiko’s equipment to support the players individual and team physical training regimes to prepare them throughout the 2021 Spring Split.
EXCEL’s LEC team officially kicked off its 2021 LEC campaign this past weekend with the team bidding to follow up on a successful 2020 Summer Split after narrowly missing out on playoffs. Each year EXCEL’s LEC team has improved significantly, surpassing the performance of the previous year with 2020 marking its best result to date. With a roster of long-standing EXCEL players and promising new talent, EXCEL is looking to continue to improve its results in the LEC in 2021.
The LEC is Europe’s leading League of Legends esports league and represents the highest level of esports competition in the region. Watched by millions of esports fans every week, the league is home to the best 10 teams in Europe who each year represent their region at the League of Legends World Championship.
“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, ” said Robin McCammon, Chief Commercial Officer, EXCEL.
“EXCEL recently released a whitepaper called “Gaming for Better” which details how regular exercise has a positive impact on a professional gamers lifestyle and wellbeing and how physical health is vital to performance in gaming. The partnership with Eleiko allows us to improve our training regime even more and comes at the perfect time for the LEC Spring Split and while gyms are closed due to COVID. Partnering with Eleiko has given us an opportunity to create our own gym to adapt to the circumstances and find solutions to stabilize our players’ health and performance,” said Fabian Broich, Head of Performance at EXCEL.
”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,” says Erik Blomberg, CEO at Eleiko.
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Berlin-based initiative will embed researchers with teams and publish findings with partners including German Sport University Cologne.
G2 on 5 June 2026 announced the G2 Performance Lab, an applied research and innovation platform focused on performance development for its competitive rosters. The initiative is based in Berlin and has a dedicated site at.
The lab is launching with support from Red Bull and is designed to combine scientific research with day-to-day performance work across G2 teams. G2 said it intends to share outputs beyond the organisation through scientific publications and academic work with institutions including the German Sport University Cologne.
Launched earlier this year, the Performance Lab is led by PhD candidate and G2 Performance Coach Ismael Pedraza-Ramirez. Its first project, “A Space for Leaders”, focuses on leadership development across G2 staff and sits under one of four stated pillars: coaching and coach development. The other pillars are training design & delivery, player development, and performance health & support systems, with projects planned for 2026 involving academic contributors including German Sport University Cologne and Vrije Universiteit Brussel.
“As a long-standing partner of G2, Red Bull has played a central role in supporting the vision behind the G2 Performance Lab,” said Alban Dechelotte, G2 CEO. “Red Bull’s track record of investing in athlete performance and high-performance environments speaks for itself. Across traditional sports and esports alike, they share our ambition to build something truly impactful. When you have partners around the table who have that same mindset, it pushes ideas further, raises the standard, and helps challenge what’s possible.”
”The work we’re doing at the G2 Performance Lab is truly innovative for esports and sports, and is going to revolutionise how we approach performance improvement at G2 and beyond,” said Ismael Pedraza, Performance Lab Director and Performance Coach at G2. ”Elite esports competitors are incredible at what they do, yet they have the potential to go even further. Little is still known about how to properly develop them into world-class competitors, and we’re taking steps to change that with Red Bull’s support. Through robust scientific research and practical work, we’re designing the tools and building the infrastructure to bring out the best in our competitors, while also sharing our findings with the world to support the entire esports scene.”
The post G2 launches Performance Lab research unit backed by Red Bull appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
BETER has won the Esports Betting Supplier award at the EGR B2B Awards 2026, securing the category for the second consecutive year.
The company said the win is its fifth industry accolade of 2026. The EGR B2B Awards recognise suppliers serving the global iGaming sector across product quality, innovation, reliability and service.
BETER’s esports offering includes its exclusive ESportsBattle content, which it says delivers more than 550,000 events annually across eFootball, eBasketball, eHockey and eTennis, with up to 50 markets per event and an average operator margin of 7.5%+. The company also said ESportsBattle received ESIC Gold Standard Accreditation in 2025 and is now available in several US states, including Kentucky, New Jersey, Arizona, Florida and Colorado.
Separately, BETER said it has expanded its eFootball schedule with more than 4,200 monthly events “tailored to key US betting hours”. It also highlighted its Esports Odds Feed, which it says covers more than 450 tournaments globally and more than 40,000 pre-match and live events annually across titles including CS2, Dota 2, League of Legends and Valorant.
Adam Conway, General Manager of the Esports Business Unit at BETER, said: “Winning this award for the second year in a row is a proud moment for our team and a strong sign that operators continue to see the value of our esports products.
“Our products are built to give operators fast, reliable content that performs around the clock, not only during peak betting hours, while complementing traditional sports. That consistency is what makes the product so important in today’s sportsbook environment.
“We have continued to expand the portfolio, strengthen our US presence, and enhance our eFootball offering. Winning this category again reflects the trust that operators, partners, and the wider industry place in our products and people.
“This recognition reflects the dedication and expertise of teams across the business, including product development, trading, technology, integrity, operations, legal, commercial, marketing, and many others who contribute to our success every day. While we are proud of this achievement, it also motivates us to keep raising the bar, expanding further in regulated markets, and maintaining the high standards that have made BETER one of the industry’s leading providers of fast-paced betting content.”
The post BETER wins Esports Betting Supplier at EGR B2B Awards for second year appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Esportes Gaming Brasil director Hugo Baungartner used a panel appearance at BiS Brasília (Brazilian iGaming Summit) to argue that sports and cultural sponsorships should be measured by their long-term impact, not just brand visibility. Baungartner spoke during the session “A Importância dos Patrocínios e das Leis de Incentivo para a Sustentabilidade do Esporte e da Cultura.”
During the debate, Baungartner said sector maturity requires a long-term approach that turns sponsorships into platforms for relationship-building and local ecosystem development, connecting with fans, consumers and communities.
He highlighted the group’s sports partnerships with Corinthians, Ceará, Náutico and Ferroviária, as well as support for Brazilian cultural events including Carnaval, São João and the Festival de Parintins. Baungartner said major events can move entire supply chains by boosting tourism, commerce and job opportunities, and pointed to the importance of working with local suppliers and professionals in Parintins to expand the positive impacts of sponsorship spending.
Baungartner also addressed challenges in Brazil’s regulated betting market, saying consolidation depends on governance, integrity and consumer protection, alongside efforts to combat illegal operators. He said advances in provider regulation and stronger financial traceability mechanisms are important steps to limit unauthorized activity and improve user security.
“Patrocínio responsável é aquele que cria conexão real com o público e deixa legado no território. No esporte e na cultura, isso significa investir com governança, transparência e propósito, fortalecendo um ecossistema que gera renda, emprego e oportunidades”, afirmou.
The post Esportes Gaming Brasil exec calls for ‘responsible sponsorship’ at BiS Brasília appeared first on Americas iGaming & Sports Betting News.
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