Excel Esports Brings Aboard Former Fnatic CEO and adidas Marketing Executive

  • Excel Esports has appointed former Fnatic CEO Wouter Sleijffers to lead the organization.
  • Robin McCammon, previously director of global sports marketing at adidas, joins as chief commercial officer.
  • Founders Joel Holmes-Darby and Kieran Holmes-Darby transition to chief people officer and chief gaming officer, respectively. 

UK based esports team organization Excel Esports has made major changes to its leadership, including appointing a new CEO. Wouter Sleijffers, who led fellow London-based organization Fnatic from 2015-2019, takes over from co-founder Kieran Holmes-Darby, who will move into a chief gaming officer role. 

Excel Esports has also named Robin McCammon as its new chief commercial officer. For the last 18 years, McCammon was director of global sports marketing at adidas, where he was the global lead for the athletic brand’s World Cup 2014 and 2012 UEFA Euro projects, and managed relationships with FIFA, Chelsea F.C., and Liverpool F.C., among others.

“In Excel, the boldest British esports brand, I have found a tremendous opportunity to leverage my experience in the sport and lifestyle world to build something truly new with the team that goes beyond what’s expected of an esports organization,” said McCammon, in a statement.

Excel Esports was founded in 2014 by Kieran Holmes-Darby and his brother Joel Holmes-Darby, who will also transition to a new chief people officer role. In the time following its majority-share acquisition by Guinevere Capital, the organization has entered the League of Legends European Championship (LEC) as a longterm partner and established a training HQ in Twickenham Stadium—home of England’s national rugby team.

Since leaving Fnatic, Sleijffers has worked in a series of advisory roles across esports, including blockchain fan app Socios and gamer travel gear company Maika’i Copenhagen. “My experience helping create one of the most established brands in the industry meant I recognized Excel’s extraordinary potential immediately, and I’m thrilled to be helping chart its course to become an international success,” he said in a statement.

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