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Cloud 9 partners with Excel Esports shareholder Guinevere Capital


Cloud 9 an American professional esports organization based in Los Angeles, California has partnered with Guinevere Capital, the minority shareholder in Excel Esports.

This is a strategic partnership which aims to increase London Spitfire’s connection to the UK and Europe. Where Guinevere Capital will take logistical control over Kings Row LLC, a subsidiary of Cloud9 that has Overwatch League franchise London Spitfire and Contenders team British Hurricane.

Dan Fiden, President of Cloud9 said, “When Cloud9 made the decision to invest in Overwatch League, we knew taking on live events, marketing, and commercial operations in the UK would be a challenge. When we connected with the team at Guinevere, their backgrounds in traditional sports, media, and esports in Europe, this convinced us that they’d be the right partner to build the business with. Local support will ensure the team grows from a commercial and community standpoint.

David Harris, MD of Guinevere Capital spoke on this partnership, “There is huge potential in the UK esports scene which is still under-developed when you compare it to the rest of the world. For Guinevere, the opportunity to work with London Spitfire will allow us to work across two major British brands, cementing ourselves within the region. My ambition is to help develop the UK and European esports ecosystem and to help organisations such as London Spitfire and British Hurricane, two immensely talented teams, stand out from the crowd, have their voice heard amongst the community and to gain the attention of brand partners.

The work has already been started by the companies where Guinevere Capital aim to build the foundations for 2021, when the Spitfire anticipate live events will return, in order to connect to the UK community and develop local commercial partnerships.

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